Creative

A creative brief is an organizational tool that every project needs to stay on track. It’s based on a simple form that’s been refined through the years within each organization that uses it religiously -- and that's what makes it work.

Macy's tapped Yahoo this week to recreate its offline Memorial Day sales circular into a Smart Ad-powered pullover ad unit in Yahoo Mail, becoming the first retailer to run the advertisement. Yahoo worked with PointRoll to develop the rollover technology integrated into the Smart Ad. Clicking on it takes consumers to the Macy's home page, but hovering over it opens the unit into a full-page circular, taking up the entire page in Yahoo Mail.

Retailers are pulling out all the stops to eliminate waste and reduce costs. Major catalog marketers nationwide have hopped on the “tighten your belt” trend, with an increased demand for smaller, letter-rate catalogs. Dropping millions of large catalogs to underperforming mailing lists is passé, while green design and consumer perceptions are hot, and postage is at an all-time high. 

Choose designers who specifically know the mail order market. Catalogs/mailers accustomed to generating sales via mail/internet ordering are a very different animal from a branding vehicle. They may look similar, but companies that create mail order catalogs and direct mail know exactly how to leverage creative that not only builds their brands, but also sells product. What looks simple is actually highly specialized and technical.

Your last prescriptions were to make design fast and easy to view, and add testimonials. Although there are no guaranteed "sure things," here's another low-risk script to keep your catalog healthy: Have good readability.

In both consumer and B-to-B direct marketing, one of the most misunderstood processes is creating effective lead generation efforts — whether they take place on the web, in email or by mail.

PATIENT: Doc, I hope to keep my catalog healthy during this economic epidemic. I've slimmed down by cutting overhead. Now I need to focus on marketing. But it's got to be low or no risk. Any sure things that I can count on to deliver results? CATALOG DOCTOR: There are no "sure things." But like fruits and vegetables can help keep your body in shape, here are two prescriptions to help your catalog health.

PATIENT: Doc, I'm worried that my catalog program is in a rut. I'm tracking my competitors, but they're in ruts, too, so I'm not getting new ideas there. How can my team and I develop some new, innovative ideas instead of the same old retreads? CATALOG DOCTOR: It's hard to envision new ideas when you keep staring at the same old bag of tools. To stimulate your thinking, break away from the catalog world, see what the rest of the world is doing, then think about how you can apply that to your catalog.

Trimming expenses is top-of-mind for everyone producing a catalog or e-commerce site today. But it can get you into trouble if not approached with some extra knowledge.

PATIENT: Doc, last visit you gave me a prescription to help turn my sick catalog well again. This economy’s so bad, I think I need an additional prescription. You got anything? CATALOG DOCTOR: Last issue’s dose of catalog fundamentals to combat “lazy cataloger syndrome” boosted copy, eye flow and scannability. Now try this shot in the arm for pagination and product selection.