August 4, 2011, 9:22 AM

The Pond Guy laps up sales thanks to its catalog

Over 15 years the Second 500 retailer’s catalog circulation has grown exponentially.

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Diving headfirst into catalogs has helped boost web sales for the Pond Guy Inc., whose online sales grew year over year almost 48% to $1.75 million in 2010 from $1.19 million a year earlier.

“Catalogs taught us all about content being king and how to get a lot more web business out of our existing customers,” says Joe Mejia, Pond Guy general manager.

That’s why, over 15 years, the director marketer of pond, lake, water garden and related merchandise has grown its annual catalog circulation from 5,000 to more than 1.5 million.

The retailer says catalogs help the company build its reputation as a knowledgeable niche retailer, while also driving online sales of its growing line of private-label products.

The Pond Guy, No. 898 in the Second 500 Guide, seeks to bolster its traffic from natural search results largely by providing relevant content, which is one reason it recently launched a specialized question-and-answer blog. “We continue to build content online and in the catalog,” says Mejia. “Content is generating a lot of organic site traffic and sales.”

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