B-to-B Insights: Catalog Curb Appeal
Refer to your sketches as you’re setting up your images. Take the time to experiment with reflective surfaces for potential backgrounds. You have the opportunity to really work the lighting to create a bright, dramatic effect.
When you follow this approach to planning and creating your covers, you’ll find that they’re no longer an afterthought but a driving force for your creative and selling effort. You elevate your covers to targeted selling messages that catch your customers’ eyes, giving your covers curb appeal.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
