Alternative Media for Catalog Prospecting The Right Formula (1
n The product must be within your brand image and representative of your overall product mix. Otherwise, conversion will be difficult.
n The product must be easy to depict and describe.
n It must have a broad appeal.
n The price must be affordable for someone to take the initial risk. Prices that seem to work are those numbers less than multiples of 10 (e.g., $9.99, $19.99, $29.99).
n Don't include shipping in the price, but clearly spell it out in the details after the decision to buy has already been made.
n Include a discount for ordering more than one.
Finding the right product at the right price-point usually doesn't happen in one try. Testing is a must.
Develop the Creative
With the right offer, creative should come easy, based on your team's understanding of direct response basics and the offer's uniqueness. The following tips will help you create an ad to motivate prospects to act:
n The headline and primary graphic must grab the reader's attention.
n Copy and graphics must work in concert to create an easy-to-read, easy-to-understand offer that's a snap for prospects to order.
n Present ordering options (phone, fax, mail, Internet), and always include a coupon "box" with a picture of what you're offering, to flag the reader that there's a mail order offer.
n For tracking purposes, add the source or media code several times, including inside the coupon box. Have your contact center reps ask for the code during order processing.
n Be sure your graphics will translate into both color or black and white, or create separate ads for each if necessary.
n Within the copy and graphics, connote you're a catalog company with a broader selection of product offerings.
n Gravity has a role in how an individual reads an ad: The eye will begin at the top and work its way down. In addition, vertically placed ads are easier to read than horizontal.