Creative

Well into the second decade of the Internet, many of you reading this — if not all of you — have a pretty good recollection of the “Wild Wild West” days of the Internet early on. It actually still is the Wild West, but in a much different way. And, having sat in on a number of sessions at the e-Tail conference in Washington, D.C., earlier this month, I noticed the breadth of knowledge that’s permeated the catalog/multichannel community and helped give it an entirely different character than it had 10 years ago. For one, consider how the language has changed. In the mid-’90s, I

One of the most powerful connectors between a seller and a prospect is language, or voice. Of course, it’s the writer’s job to get that communication across in words and ensure that it’s culturally accurate. To speak (write) to your customers and prospects the way they wish to be spoken to can be daunting when you’re not exactly like them — but it’s far from impossible. It just takes a little research. Most of us can tell if someone’s not “speaking our language.” We hate to be spoken down to. This is true both face-to-face and in your catalog. Yet, I constantly see curt and

Problem: The Strasburg Children catalog wanted to improve the quality of its photographs. Solution: It hired an outside photography studio. Results: Strasburg Children has seen a 400 percent increase in catalog requests via phone and online. It’s also experienced an increase in Web sales and store traffic. Strasburg Children, a multichannel marketer of high-end children’s clothing, knew it had quality products, but company officials felt its photography didn’t show off the intricate detail and delicate beauty of its clothing. Strasburg Children has gone from four stores to almost 100. But according to Marketing Manager Amy Hough, “One of the things that failed to evolve with our growth was

Last week, I got an e-mail from a former student of mine telling me he was starting a company with mail order as one of its distribution channels. He had a neat idea, and I thought the items he was about to sell had merit. Clearly he had his product line thought out well.

It pleases me to no end when this happens: a budding entrepreneur, about to stake his claim in the business world. Then I get the question that I dread: “How do I buy a list so I can grow the business?” How do I buy a list? Oh man, haven’t I

For some reason, I often feel the need to reflect back on my past experience in the catalog/multichannel business when I write these things. Is that typical for these kinds of columns and newsletters? Or at 47, am I just gettin’ old? Hopefully the former, because here I go again. These days, it seems like more and more “rules” of cataloging must be changed for myriad reasons: to account for unfair postal rates, to cater to consumers’ reduced attention spans and to accommodate catalogers’ increased reliance on other marketing channels, namely the Web and retail for consumer marketers and the Web, distribution advancements, telemarketing and

As has been its annual custom, B-to-B list firm MeritDirect’s annual co-op event in White Plains, N.Y. on July 12 was kicked off by a provocative and entertaining presentation by catalog veteran and futurist Don Libey. Having heard Don speak plenty of times in the past (and despite his frequent speaking appearances, rarely does he repeat a single concept, strategy or idea), I’ve long since learned how to filter through his motivational pep talk and the meat of what he delivers. While always entertaining, his shtick is always chockfull of meat, but it often looks beyond tomorrow. And after all, we all want to

Catalog design and production today are faster than ever, but the process still can be daunting. The steps outlined here begin with branding considerations and end with catalog printing. Some firms add interim proofing steps that may or may not improve the catalog, but certainly do add to the expense. For that reason, consider these to be the optimum number of steps needed to efficiently organize the production process to create a catalog on time and on budget. (In addition to the 17 outlined below, you’ll find 10 more key steps online, if you follow the story to the Web at end of

I’m a virgin in the engine-building world — intimidated by all things technical and motorized. I’m definitely not one of Goodson’s customers. Lucky for Goodson, a cataloger that specializes in tools and supplies for engine builders, I do know a bit about branding, marketing communications and best practices for catalog success and customer satisfaction, and it’s apparent to me that Goodson does all of this. Goodson owner Scott Biesanz is certainly interested in building greatness that lasts. His opening letter states: “Some companies have faded, others have service problems and still others have gone out of business entirely. But here at Goodson, we’re going strong.

While product uniqueness and quality are keys to moving merchandise, product presentation can make or break you and your catalog. Creativity in catalogs also is crucial to driving sales, but brand awareness is as well. Stuart Cumming, CEO of Cumming Agency & Studios, offered several tips for store-driver catalogs in a session during last week’s DM Days New York Conference & Expo. Below are some of his top tips on planning, designing and producing a creative and effective catalog. 1. Simple icons/messages to get your message through quickly. Keep your pages cleanly organized with strict categorization. Make it easy for consumers to pick up

Some of the most exciting layouts and page designs in the catalog industry are happening in B-to-B. And you’ll find them in some unlikely places. It used to be that B-to-B catalogs essentially were commodity lists of products. Today, however, the best B-to-B catalogs take all of the tricks used by their B-to-C counterparts and make them work harder. Here are two quick tips to help you freshen your design and improve sales. The order of products in your catalog acts as either a welcome mat or a do-not-disturb sign to customers. For customers, the order process begins in two places — your