Creative: Part 2. Put Your Best Foot Forward with Catalog Hotspots

“Hotspots are the store windows of your catalog,” says Andrea Syverson, a creative marketing strategist and president of IER Partners, a Black Forest, Colo.-based catalog consultancy. These spots are where customers will stop when browsing through your catalog, and it’s at these locations you want to push your catalog’s main message.

Every catalog has five hotspots, notes Syverson, and in descending order of significance, they are: the front cover, back cover, inside front cover, inside back cover and center spread. Be intentional about the story your catalog tells in these spots, she says. Does that story convey your brand? Your best products should be on those pages, says Syverson.

To contact Syverson, e-mail her at asyverson@ierpartners.com.