Catalog Heaven - Lessons Learned (1,174 words)
I have a basket that's the resting place of many direct mail pieces. There also are some old receipts, past issues of Readers' Digest and a good deal of catalogs there, too.
I like to read catalogs at my leisure; it's recreational and relaxing. Some of them have sticky notes hanging off their pages marking things I want to buy. Other catalogs I keep because I like to look at them and get inspired with great ideas for our clients. Some catalogs are so well done I can't bear to throw them out.
At Mason & Geller, we've been fortunate to do our share of catalog work. I've always found catalogs exciting to create, because they're like stores: You can merchandise them the same way.
Looking through my basket, I thought I'd tell you about some of the catalogs I've kept and why.
The Land of Nod: Catalog With a Story
This company sells high-end, well-crafted and creatively styled juvenile furniture, bedding, toys and more. The cover shows a whimsical illustration by an artist who designs many of the products. The catalog is remarkable for its attention to detail and interesting presentation.
The introduction reads like a story:
The Land of Nod story began in the Middle West in 1995 A.D. A young couple plundered the land in search of booty and spoils for their young son's room. But after a grueling pilgrimage, they turned up empty-handed and had to settle for goods at the local market. Unwilling to be seen in public with their new belongings, they were forced to take refuge in their underground fortress (their basement).
This fairy tale ends with the payoff, which is, of course, The Land of Nod. This tale guides the prospect into the catalog in an engaging manner.