PATIENT: Doc, when the economy tanked in 2008, my catalog turned from well to sick โ we had declines in 12-month buyer counts, reactivation, average order and prospect response. How can I make it well again? CATALOG DOCTOR: You may be suffering from โlazy syndrome,โ which has become an epidemic. But thereโs a good chance of recovery.
Creative
Remember when Macs were supposed to make our lives easier? The world of rubber cement, dull blades, plugged up Rapidographs, and cut-and-paste was gone. Voilรก! With a computer we could print out a single sheet of paper and a whole catalog page was โcamera-ready.โ In a few weeks, a new catalog was ready to mail. Fast-forward to the present, and advertising can be created and placed in front of our customers literally minutes after being finalized โ all done electronically without a single sheet of paper. But has life gotten any easier?
Like many entrepreneurs who launched catalog businesses in bygone eras, the late Eddie Smith, whom I had the pleasure of knowing during the โ90s and early 2000s, stuck firmly to a number of ironclad principles during his 50-plus years at the helm of the National Wholesale catalog.
If youโd asked last year what I thought the strongest word in catalog and direct selling was, without hesitation I would have said, โFREE.โ โFreeโ always tests strong. Even in e-mail subject line scenarios where youโd expect spam filters to knock them out, response is so strong that it more than makes up for the ones filtered out. But this year it appears that โYOUโ has become more important. And while most catalogs and Web sites seem to pretend this word doesnโt even exist, theyโre missing out on a personal powerhouse word that trumps all others when used properly. I reached this conclusion
In a recent webinar from the Target Marketing Group (sister unit of Catalog Success), copywriting veteran Bob Bly offered his top secrets on how to use copy to increase sales for both B-to-C and B-to-B marketers alike. Hereโs a recap of Blyโs presentation. โNext to the list,โ Bly said, โthe offer is the most important part of a promotion.โ Offers consist of the following elements: * product โ what product youโre offering, and what model or version of it; * price โ what customers have to pay; * terms โ the conditions under which they have to pay; * premiums โ what bonus gifts
Food and fashion catalogs have long since recognized the importance of quality photography in their books. But B-to-B catalogers have skimped on this important catalog component too often. The old adage of โa picture is worth a thousand wordsโ still holds true. More importantly, bad photography โ unclear, out of focus, too small, etc. โ communicates a negative message. With todayโs impatient buyers, you only have a few seconds to communicate your product benefits. The quality of your photography is essential to doing this effectively.
So when reviewing your catalogโs photography, ask yourself the following questions:
* Do the pictures properly display the attributes
This month, I thought Iโd share some of my favorite e-mails and explain why theyโre tops in my book. As you read them, think about how you might incorporate these tactics in your own e-mail programs. Orvis and Customer Reviews Many catalogers include customer product reviews on their sites. Itโs a great way to take advantage of Web 2.0 by integrating customer content online. Plus, shoppers place great value on reviews in the shopping process โ this user-generated content should increase sales. If you have customer reviews on your site, make sure the members of your e-mail list are aware of this feature. Orvis
With todayโs tough economic times calling for catalog/multichannel marketers to tighten budgets on every front, one of the biggest challenges is how to cut catalog production costs without diluting the brand or skimping on key creative elements. But what stone has been left unturned on that front? Here are eight cost-cutting, brand-retaining production ideas to consider. 1. Marry and involve both your production and creative team members at the very beginning of each project. Their insight and experience will identify pitfalls, time-saving technology opportunities, and ways to streamline the production and proofing process. 2. Take full advantage of your vendor relationships to minimize paper,
Tired of reading about what a tough year itโs been for so many businesses across the board? Frustrated with your own results? Scared about the economy? Whether or not youโre struggling as much as others, hereโs a little tonic: our annual best-of feature, in which weโve pulled what we believe to be the 50 best and most implementable tips of the year from Catalog Success magazine as well as our weekly e-newsletter, Tactics & Tips. Thereโs nothing fancy here. Each paragraph is taken from a particular story thatโs referenced, so you can turn or click back to reread the full story or act on
Quarterly Catalog Success Latest Trends Report on Mailing and Marketing Practices (November 2008)