Four Ways to Tell if Your Catalog Needs an Update
Does your catalog need a makeover? Chances are, your catalog may not need an extreme makeover, but perhaps just a few tweaks that will increase overall response. Here are four questions to ask yourself to determine which ailments your catalog may be suffering from:
1) Are you doing everything possible to differentiate your brand and merchandise concept? Have you sprinkled branding elements throughout your catalog that truly differentiate?
2) Are you taking advantage of powerful data, such as your square-inch analysis? A SQUINCH will help you place products, define themes, emphasize key price points and provide an overall creative guide, if used wisely.
3) Have you emotionally engaged the reader? Have you created relevant themes within your spreads that pull the reader in?
4) How easy-to-shop have you made your catalog? Before going to print, let a third party order from your catalog. You’ll be surprised at the little things that aggravate customers.
Lois Boyle is president and chief creative officer of J. Schmid & Associates, a full-service catalog agency that specializes in creative, circulation planning and analysis. She presented these ideas at last week’s DMA06 conference and exhibition, during the session, Extreme Catalog Makeovers: Creative Transformations That Sell! On the session panel with Boyle were Brent Niemuth, J. Schmid & Associates’ creative director and brand strategist, and Glenn Bader, director of emerging channels for Schwan’s Home Service. Boyle can be reached at email@example.com.