Catalogers of the Year

Always looking out for the well-being of others, Connolly is a pillar of the catalog industry, and Catalog Success is proud to bestow on him the industry’s Lifetime Achievement Award for 2005.

* * * Pat Connolly’s Takeaway Tips * * *

1. Branding is key: “People often forget that at the end of the day, all you have is your brand,” says Connolly. “It’s how consumers measure their trust in you. It’s the impression that comes to their minds when they hear your company name or see your catalog.”

He says marketers often forget how many media messages consumers get bombarded with each day. “Yet companies with the strongest brands can still capture share of mind. That’s why your catalog has to stand for something,” he notes. “People who like what you stand for will shop from you again.”

2. Develop a clear merchandising strategy: “You may sell new product categories now because the items are hot, like outdoor furniture is now,” he cautions. “That’s fine, but you have to be careful of how that brings people onto your customer file — people who may never buy from you again.” So the issue, he continues, is figuring out how to retain the quality of your customers. “That’s easy to say, but hard to do,” he notes. “Every day as managers we face decisions that may enhance our brands in the short-term, but not in the long-term.”

3. Believe numbers. “React quickly when you see things aren’t right,” Connolly advises his cataloging colleagues. “I’ve seen people get lulled into thinking problems are short-term when they may not be.”

4. Watch competitors, but don’t overly stress about what they do. While it’s wise to pay attention to industry-wide metrics and benchmarks, at the end of the day you can control only your own operations, says Connolly. “If you’re doing your job right, you don’t have to worry about your competitors. Worry about yourself instead.”