Creating a Winning Catalog
In addition, the cover uses bright red and yellow bursts and color blocks to capture the prospect’s eye. This is one area Damark doesn’t test. “We don’t test colors,” says Rudolph, “because we know which colors work.”
Damark uses icons on the front cover and throughout the book. According to Steve Trollinger, vice president of marketing for J. Schmid & Associates, a catalog consultancy, Damark does a great job with this technique.
“The ‘after-holiday clearance’ icon lets customers know this item is low-priced; the ‘new’ icon indicates which products are new to its existing customer base and alerts new customers that the catalog has cutting-edge products,” he says.
Another plus is Damark’s “4 Pay Plan,” which is introduced on the cover and is available for products over $99, allowing buyers to spread payments over four months. This is a selling point for a catalog that features some relatively expensive products, and Trollinger believes that “it draws people into the book.” This offer is also stated inside the catalog, on a page that cleverly includes only products that are eligible for this plan.
he front and back covers also do a good job of showing different product types and price points. “Both covers feature low, moderate and high price-point products,” Trollinger says. In addition, the back cover includes information on payment options and the phone number. It also uses variable printing to include a personalized message to the prospect.
Between the pages
Inside, the catalog is broken up into different sections, including housewares, electronics, computers, phones and fitness equipment. Says Trollinger, “For some catalogs, we advise them to spread out products for pacing, but for Damark, which is a dense catalog, it makes sense to include like products together.” Trollinger says the effect is similar to a mini-catalog for each category.