Catalog Doctor: Break Out of the Catalog Mold
Study Your Spam
Look closely at all those emails you get, whether you signed up for them or not. What subject lines caught your attention, prompting you to open them? These can stimulate your thinking about front cover messages and big spread headlines inside your book. Once opened, what graphics caught your eye? Were heads or cross-sells in places you didn't expect? You can take ideas from this instant-access medium to make your catalog more powerful and accessible in today's marketplace.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
