And the Winner Is ?
Keesling's personality radiates from her catalog. You can tell she loves what she does. Most of her greeting cards are her own creations, and their messages are warm and perfectly made for the equine professional.
There also are products for dog lovers, and on the order form she includes photos of some of the horses and dogs she's owned since she started the business in 1988.
I called to tell her she won our mini-makeover, and she was as charming on the phone as she is in the catalog.
The Main Challenge
Keesling says her main challenge is that people say they love the Hoofprints catalog, but haven't gotten around to ordering from it. Of course, the first suggestion is to test a new offer. Keesling currently doesn't have an offer. She has tested free shipping, buy-one-get-one-free, and 50 percent-off selected items. Because she prints all 100,000 copies (a year's supply) of her catalog at one time, she prefers not to print the offer on the catalogs. Instead, she usually tests offers in e-mails.
She says she might test an offer with a dot whack on the cover (a dot whack is a sticker that can be printed or affixed to the cover).
To stimulate ordering, I suggested she try the dot wack on the cover, and also add an offer to the bound-in order form. The order form can be added each time the catalog mails, so the offer can change.
I also suggested she try a "hard" offer, such as a special mug with lots of quotes about "What not to say to a horse lover." She liked that idea. Another idea to test is a bumper sticker that might appeal to horse lovers.
The Second Challenge
Another challenge is that the catalog has many different design elements. Our art director thought it would be good to bring the different elements together. He pointed out that copy would be easier to read if we eliminated the type over graphics and used dark type on plain white or a very light background.