There's a misconception out there among vendors who you work with. They will tell you that I want companies to mail fewer catalogs. Vendors say this, of course, because they want you to work with them, having you mail much more often.
I don't care if you mail more often, or if you mail less often. I care that you DO THE RIGHT THING FOR YOUR BUSINESS, DOING SOMETHING THAT MAXIMIZES PROFIT.
In 2/3 of the Catalog PhD projects I work on in the B2B world, the end result is a recommendation to MAIL MUCH DEEPER, AND MORE OFTEN.
Your vendor partners don't tell you that, do they?
Give the booklet a read - and when you are ready to consider changing your contact strategy, give me a holler (click here to purchase on Amazon).