B-to-B Insights: Catalog Curb Appeal
Sketch: Begin your cover creative with a pencil at your desk, not a camera in the studio. Thumbnail sketches are a quick way to see whether a concept is working or not. The thumbnail stage is also a good time to experiment with headlines. See how your text and images work together for both design and overall sales impact. Once you’ve got your approach, take a bit more time and draw a rough sketch of your completed concept. You don’t have to be Rembrandt, you just need some basic skills to get your ideas on paper.
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.
