Creative

There’s a rule in direct marketing that states: In order to positively impact the success of a direct marketing business, concentrate 40 percent of your efforts on list analysis and selection, 40 percent on offer (merchandise and promotions), and 20 percent on creative development. As it plays out in many catalog companies, there’s a disproportionate effort placed on the creative process. Obviously, your creative is the vehicle that reaches the consumer, sets the tone for your brand and your company, and drives the selling process. After all, if you have only one chance to make an impression, your creative has to be perfect,

We’ve refocused the Chronicles/Adventures in Cataloging column to a “problem/remedy” format and renamed it The Catalog Doctor. Do your photos look off-kilter? Is your printed catalog not as vibrant as it used to be? Is your image quality erratic? Just as good design and good copy increase sales, good image quality with bright, true colors will improve sales for most catalogs. Since the switch from film to digital photography, many catalogers have experienced inconsistencies or a decline in image quality. Digital doesn’t mean you have to accept lower image quality. You can capture and print great digital images, but you

Catalog copywriters are hired as salespeople, Herschell Gordon Lewis emphasized in his session “Fast and Furious Tips for Catalog Copy in the 2006-2007 Season” at the Annual Conference for Catalog, Internet & Multichannel Merchants (ACCM) held last week in Chicago. He offered attendees a number of practical tips for writing clear, concise copy that focuses on customers? wants and problems, and how a new product or service can fill those wants or solve those problems: 1. Use the benefit/benefit/benefit principle to write effective catalog copy. First, make a statement of superiority over others. (Example: “Here at last is a silent dishwasher.”) Then, relate that statement

The twin tasks of laying out endless pages of product photographs and writing tight, yet compelling, copy can prove both monotonous and exhausting. That is, unless graphic designers and copywriters stay creatively stimulated and fresh, writes Susan Jones, author of “Creative Strategy in Direct& Interactive Marketing” (Racom Communications). To keep your catalog creative team in top form, she offers the following tips. ¥ Keep an eye on the competition. Regularly request and view large numbers of catalogs in different product categories, and encourage your creative staff to do the same, writes Jones. While most catalogs should be filed for future reference in case you

If your goal is to produce high-quality, response-generating catalog creative -- and let’s face it, who wouldn’t want that as an ideal goal -- here are a few do’s and don’ts. Don’t get caught up in the “concept of pretty.” Having an aesthetically pleasing catalog is great, but your creative staff’s real mission is to get your company’s message across clearly and quickly, says Sarah Fletcher, creative director of Catalog Design Studios, a Providence, R.I.-based catalog design agency, and an industry speaker. “A clear message trumps pretty in a big way,” says Fletcher. “The objective of the catalog design exercise is not to produce art,

Testing front covers is one of the easiest and most important tests catalogers can do. Front covers are the doorway into your catalog, so your cover must entice customers to open the door and step through into the wonderful world inside. Testing will help you learn what it takes to get your customers to open that door more often. “Copy destroys the graphic integrity of my cover design.” Magazine designers love a lot of copy on the front cover, but catalog designers hate it. “I’ve been designing catalogs for years. Trust me, I know what sells,” said Maurice, the catalog designer. “All those words

Smart marketers, sales teams and business owners recognize the opportunity to develop a direct mail piece that exclusively promotes a single product — an item with a strong margin and an identifiable target audience. Usually the item has a high price point and specific benefits for the buyer — as well as a surplus of information that necessitates more space than a catalog page realistically can accommodate. If identifying the opportunity is that easy, how quickly do you become a victim of either yours or a colleague’s best intentions? If you’re unsure, here are mistakes to avoid when implementing a single-product mailing.

Positioning itself as “Golf’s most trusted retailers since 1968,” Edwin Watts Golf obviously is an established player in its industry, selling golf equipment through catalog, Internet and retail stores. Click here to read Christine Carrington’s creative review of Edwin Watts Golf catalog (PDF).

You’re flipping through a 500-page catalog for a major player in the janitorial and sanitation (jan/san) supplies market sector when you happen upon a section displaying waste containers. The catalog carries a host of well-known brands — including wastebaskets, can liners and other products made by United Receptacle. What you may not realize is that the other company’s catalog that you’re viewing actually features page layouts, photos and graphic designs produced not by that catalog, but by manufacturer and distributor United Receptacle. In addition to producing its own catalog each year to showcase its full product line, United Receptacle also helps many of

The Brisky Pet Products catalog uniquely targets a special clientele: the exotic pet owner (PDF).