Catalog Doctor: Spur Response With Unit Drivers
Where to Put Unit Drivers in Your Catalog
To boost response, position your unit drivers out in the open where prospects will be sure to see them. Use these window display spots to grab attention and build interest fast:
- back cover;
- front cover;
- opening spread; and
- beside bind-ins (because a catalog naturally falls open to spots where cards, order forms or other inserts are bound in).
Effective use of window display locations will not only help sell more unit drivers, but more prospects will look inside your book, too. They’ll be thinking, “These products are great, I’ll bet there are more inside. I think I’ll take the time to look further.”
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.
