Creating a Winning Catalog

In addition, the current catalog is a bit smaller than it used to be—by about 15 percent—measuring in at 71⁄2˝x10˝. More savings: Damark buys its own paper, and is now utilizing a short cutoff press for paper savings.

Overall, Trollinger believes Damark’s creative and design are excellent. The positioning of the catalog, he says, “goes along with its style. It is a value-oriented-catalog, so it uses a value-conscious design.” It positions itself effectively as a catalog that contains great deals on new products, as it illustrates by the use of icons, bursts and color blocks how much money the customer is saving. The Damark catalog is a winner because it combines proven direct mail techniques, the latest in production technology and cutting-edge products.