Catalog and Direct Selling: Punch Up Your Product’s Resume
Turn a good idea into a best seller
Every product is like a job seeker. A product has a resume; it interviews each time it’s shown on a catalog page or Web site; and if it presents its qualifications properly, it has a good chance of closing the deal for the salary … er, price … it demands.
So how do you give your product the edge in a market filled with similarly qualified products? The same way you do in the business world: Network your way in the door, present a killer resume and nail the interview cold.
Get in the Door
If your mailing list has done its job, your product already has an advantage, because it is knocking on the door of someone who is looking for what your catalog has to offer. Unfortunately, if your competitors’ lists are equally productive, the competition in the mailbox will be intense.
Choosing the right products to punch up is essential. Proper merchandising assures customers that you understand their needs. Properly merchandised product is then challenged with getting face time from the customer. Placement and repetition are two important factors that help the product achieve this goal.
Placement: The upper right-hand corner of a spread generally is the first place customers look. Placing your product in this hot spot provides the best opportunity to show off its stuff. Other hot spots in the catalog include the cover, the back cover and the center spread. Allocating these pages of prime real estate to promising products is a way to turn good performers into best sellers.
Repetition: Consistent product presentation across all customer contacts (direct mail, space advertising, etc.) improves customer retention of product benefits. Repetition within the catalog itself also is effective. Repeating a cover or back cover product inside the catalog gives the product twice the exposure and a consequent incremental increase in sales.