Storyboard Your Next Catalog

Before mailing your next catalog, paste its page proofs on a wall in your headquarters, and have your marketers, merchants, inventory personnel and customer service reps (CSRs) go to see the pages, advised George Mollo, catalog operations consultant, while speaking at the recent NCOF conference in Orlando.

When looking at the proofs, your CSRs may have questions for your merchants about new products. Also, you will find, for example, that when product photos turn out particularly well, your merchants may want to check that they have enough inventory on hand to meet the rush of orders anticipated as a result of the terrific photography, said Mollo.

In short, the storyboard stage is a great opportunity to tweak your plans for the campaign before the catalog hits the mail.

—Donna Loyle, editor, Catalog Success