Aging Audience Dying? Or Just Evolving?
July 20, 2015 at 1:49 pm

“Our audience is dying. We need to attract a younger audience to get sales back up.” I've heard this over and over for years from both consumer and business catalogers. Yet their age-range demographic reports usually show counts remaining stable, not declining. What's up? While it’s true for catalogers with older customer bases that a…

Why and How Creative Should Talk to Circulation
June 22, 2015 at 4:12 pm

Catalog creatives generally feel like they live in a different universe than circulation folks. However, both share the same catalog goals and you'll find you can achieve those goals faster and better by communicating with each other. Here are some tips on how and when to talk. Before You Begin Your Next Design Cycle 1.…

Time for a New Design or Just Bored?
May 26, 2015 at 12:43 pm

Being bored with your catalog design is a terrible reason for a redesign. Your feelings don’t count; your customers’ feelings do.

Benefit + Unique Sells
April 23, 2015

Are your catalog and products unique? Are they loaded with customer benefits? If "yes" to both, are you also telling your benefit and unique story well enough to your customers?

Where NOT to Cut Costs in Your Catalog Business
March 19, 2015

Cost cutting among catalog brands has been widespread for the past few years — and with good results. It's kept many catalogers afloat during the recent tough times, and helped build profits as well as operational disciplines. All that's swell, but beware of going to extremes and overcutting in ways that could harm. Here are four ways that, reliably for most, increase sales and return on investment, and therefore should be on your do-not-cut list:

Cataloging is Rocket Science
July 10, 2014

Over the years, I've come to realize that in many ways cataloging is rocket science. Here are four reasons why:

Catalog Testing: Whys and Hows
February 11, 2014

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.

Learn From Your Competitors to Keep Ahead
December 11, 2013

Customer benefits are what it's all about. What makes your brand best for your customers needs to be woven throughout all your editorial, product copy, page heads, design and photography. First, define what makes you the best at XYZ. Second, define how to make it clear to your customer. It's not just about design differences. If you can make a true case for how you're different and why that's good for your customers, that's what no competitor can copy.

Why Sharper Image Embedded a ‘Buy Now’ Mobile Capability Into its Catalog
November 12, 2013

In an effort to make it simpler for consumers to simultaneously browse its print catalog and research and buy from their mobile devices, Sharper Image embedded a “Buy  Now” capability into its holiday preview catalog. The catalog is chock-full of electronic, recreation, fitness and travel products, and was sent to 4 million households and businesses on Nov. 4.