Alternative Catalog Formats to Test (1,467 words)

And there are a number of other considerations that go into thinking about format. Here are a couple.

Customer vs. Prospect

Is the catalog mailing to customers, prospects or both? There is a major difference. Customers want consistency in the format and design of a book. They don't want to have to explore a new format like a new store they have never been in before. Customers are interested in "what's new" with this edition, and they want the comfort level to order quickly by phone, fax, e-mail or mail. Prospect catalogs need to work harder in every creative aspect—a standout format, brilliant covers, delightful, benefit-laden copy, motivating offers and ease of use. To prospective buyers, everything in the catalog is NEW, but it must stand out and grab the reader to get that important first order.