Creative

A customer’s online and print product experiences can be summed up as the difference between two words, according to Bridget Fahrland, executive creative director at e-business consultancy Fry Multimedia. “The Web provides proactive shopping, while a print catalog provides reactive shopping,” she explains. “On a Web site, you’re allowed to play more with what you see.” But make sure to play by the rules; a balance of romantic (read: promotional) copy and helpful product information is key to keeping a user’s interest, and consequently, business. Petra Schindler Carter, director of consulting services at Fry, points out that consumers don’t have to make cognizant decisions

Mention the name Hello Direct, and undoubtedly almost everyone will say the same thing: “Oh yes, the headset company.” Like Harley-Davidson and motorcycles, Hello Direct usually is top of mind when it comes to telephone headsets. How the company nurtures and maintains “ownership” of that product is instructive for other catalogers looking to dominate their own categories. Hello Direct executives use a combination of strategies, not the least of which are exceptional creative and print production capabilities that help the company stay connected with its customers. Then and Now Founded in 1987, the company’s original mission was to eliminate distributors from

The Five Basics of Great Catalog Creative The Harry and David catalog tempts with tantalizing treats. Magellan’s speaks like a fellow traveler with an arm around your shoulders. Pottery Barn invites you into a warm home you want to make your own. For today’s catalogers, being special in the minds of their customers is the competitive difference. And with 14,000-plus catalogs out there, that’s an important realization. Following are the five basic components that can help your book stand out from the crowd. Branding and Emotion “There’s a soul in a catalog, where the voice speaks to you on a personal level and

Want to know the secret to stellar search engine rankings for your catalog? It’s not technical tweaks or coding tricks. Page-one search engine rankings on spidering search engines such as Google and Inktomi mostly hinge on one thing: your Web site copy. Search engine optimization (SEO) writing entails expertly weaving keyphrases (e.g., cashmere sweaters, men’s digital watches) throughout your online marketing text. Proper keyphrase research and positioning will reward you with top-tier rankings and online branding. But if you starve the search engine and ignore your keyphrases, your site rankings may slump. Brand Your Business, Beat Your Competition If you’ve ever believed that your

The fish are the last to discover the sea, so says the Chinese proverb. This analogy may stretch to Godiva, whose staffers had been working so closely with its site they weren’t sure what was needed to make it even better. According to Beth Brown, Godiva’s senior manager of interactive, prior to an October 2001 makeover the company’s interactive group tweaked its site based only on competitive benchmarking and intuition. “Before, I literally had mock-ups [of page designs] and would ask [my staff] what they thought,” she says. This time, Brown sought advice directly from customers with usability testing. Brown and

After the plane landed with the photo crew, stylists, art director and models aboard, I was the first one off. I spotted the client waiting at security, all smiles. “Did you get all the permits?” I asked. The client’s smile faded. “Can we shoot downtown?” “Not quite yet,” the client said. “The national park location?” I asked. “Not exactly.” “The heliport?” “Well ...” When shooting on location, assume you’ll need a permit for everything, and each permit will take longer to get than you hoped. As a commercial venture, you have none of the freedom ordinary tourists have to take photos (especially

Focus On: Merchandising & Creative The year was 1943. World War II was raging across Europe. Norway was occupied by Germany. The Nazis needed access to open ocean and the deep-water fjords to shelter their great ships. Next door, Sweden remained neutral and relatively untouched by the conflict. In the town of Elmtaryd, Sweden, in the parish of Agunnaryd, an ambitious 17-year-old boy named Ingvar Kamprad traveled from farm to farm selling seeds from a box on the back of his bicycle. He had other items to sell—fountain pens, pencils and matches—but couldn’t inventory them all on a bicycle. So he hit on

Ensuring quality color reproduction in your catalog is not a black-and-white issue. To get the accurate, rich color you desire, procure the right combination of technology, equipment and skilled human labor. And not just on press: The color process starts the minute your photographer sets up and lights the shot. “Color is a dynamic issue. Every device from electronic to ink on paper, has a full range of color possibilities it can produce,” says digital photographer Glenn Martin, of Digital Outback in Reno, NV. Today, digital technology has added a new set of challenges and opportunities to the color-quality issue. When it comes

Catalogers know the Web can be a valuable place to sell product. However, it’s likely that many are missing the chance to generate even more sales via the Web. To boost your chance at success, pay as much attention to closing the sale online as you would in your print catalogs—perhaps even more so due to the nature of the Web. Therefore, to convert more of your Web shoppers into buyers, consider three key points in your Web-shopping process: online customer service; shipping and handling; and order-taking and processing. Online Customer Service Here are two commonly held misconceptions about online customer service:

Photography is one of a catalog’s largest expenses, particularly for smaller startups that are still developing their product lines. While you want to save as much as you can on your shoot, the photography essentially is your store window. If it looks appealing, with beautiful detail and clarity, your product is more likely to sell for a fair price. When selecting photography services, it’s often difficult to know what you’re buying unless you’ve worked with a specific photographer before. Of course, a referral may be able to give you more information, but it takes a high level of communication and detail to truly understand