How to Choose the Right Design Team to Implement Your Catalog
You’ll also see a wide range of prices for building your catalog, so gauge the price/performance ratio of catalog marketing. Remember this as you review pricing: Every penny more your catalog costs per unit, you need to generate 2 cents more in sales.
And don’t skimp on the design. A good design company can help you balance this out.
Your catalog serves a strategic purpose. Do your math up front on your breakevens and projected P&Ls. Don’t get so hooked on the creative that it takes on a life of its own. Photo shoots and design are the “sexy” side of the business, but you make your money based on targeting the right product to the right market, and then building creative to speak to that market in a manner that sells.
Thus, I implore you to remember the 40/40/20 rule. Lists and offers (merchandise) make up a combined 80 percent of the potential impact you can have on your direct marketing efforts, while creative comprises only 20 percent.
Next week, I’ll discuss more on executing your creative in house, and I may even tell you one of my favorite success — and subsequent failure — stories (which begs the question: can creative lightning strike twice?).
Speak to you next week.
Jim Gilbert is president of Gilbert Direct Marketing and a professor of direct marketing at Miami International University of Art and Design. He can be reached at firstname.lastname@example.org.