Survival Strategies for Small Direct Marketers, Part 2 (1,269)
Are you arming your creative team with the right information? Have you integrated key marketing and merchandise information so that creatives understand what you're marketing, when and to whom? Do they understand key merchandise objectives or those special price points that appeal to customers? Creating a successful catalog program includes building a process that involves the creative team at the beginning of a campaign.
With a clear road map that outlines the marketing and merchandise plans, a creative team can impact the bottom line. It's their job to communicate those goals to your audience(s), but it's impossible if they don't know what the goals are.
Does your creative team understand the brand you represent and how it's differentiated from your competitors? Does the creative presentation set you apart and weave branding messages throughout your catalog and Web site? Do your front and back catalog covers stand out in the mail with a distinct message telling recipients who you are and what you're selling? Without the luxury of a household name, small catalogers must work twice as hard to tell their story. Every printed word and image must be brand-enhancing.
Are you cutting back on creative costs when trying to drive down advertising costs? This is where many small catalog businesses err. The creative presentation is your only sales tool. Instead, integrate your contact strategy with your creative plan and look for ways to re-purpose creative over multiple catalog drops. This saves on creative costs and printing/production costs.
Starting and growing a catalog business is an exciting venture. Small and new catalogers often enjoy the marketing aspect of the business because it gives them the satisfaction of seeing what happens when the creative they've worked so hard on is mailed. Get a list, mail it and watch the customers come in. The truth is that you should have a plan for where you are, where you want to be and when you want to get there.