B-to-B Cataloging: Catalog Nip & Tuck
Benefit Headlines
Don’t mourn the loss of the benefit-driven headline.It’s not dead, yet. Just pick up the Hubert catalog. It sells display racks for retail stores and equipment for the food services industry. Every product in its catalogs has a benefit headline; its big book is 916 pages.
Hubert strives to identify a key benefit with each product — even clothes hangers. “15 inch Chrome Slack Hanger uses vinyl cover to hold pants securely.” What more do you need to know other than SKU, count and price? Consumers easily can tell which type of hanger suits their needs. That’s one of the main reasons to show benefits — to make decision-making effortless.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.