Product density is quite a science. What's right for one brand is wrong for another. Here are some guidelines that may help.
PATIENT: "Doc, our new owners want to change the catalog so it's more like a series of ads — aspirational, exciting, clean, with attention-grabbing headlines on each spread. They figure ads work to drive sales to their brick-and-mortar stores, so that proven formula will work for the catalog too."
It's very tempting to skip testing in a catalog. However, I've seen too many ‘great marketing instinct’ and ‘common wisdom’ ideas crash and burn. It's much better to test first.
PATIENT: "Doc, I'm discouraged. All I hear is that online is where the sales are and I gotta pour more money into my web channels. That means I need to cut back on my catalog program, probably big time. What should I do?"
Photo shoots needn't be painful. Good planning can turn them into a pleasure. Here's a six-step prescription for making your photo shoots pain-free.