Five Tactics for Developing Creative That Works
One of our catalog clients discovered that when the creative team was included during the merchandise review and given the square inch analysis, the idea to sell “themed” kits was born. A themed kit was the identification of the best-selling design across all product categories (i.e., anything with the U.S. flag) and creating a variety pack of such products. They also wanted to devote page space to selling the themed kit and to showcase the entire grouping. In this way, the creative team could visualize the idea, because it was able to use the data and review the products prior to page layout. The themed kits were very successful for this cataloger and surpassed the forecast.
Challenge your own creative team to ensure each and every element works to secure the sale. Using the above-noted tips in your next catalog helps direct your creatives to sell off the page.
Gina Valentino is vice president/general manager at J. Schmid & Assoc., a catalog consulting firm based in Shawnee Mission, KS. Contact her at (913) 236-8988 or firstname.lastname@example.org.