Many catalogers who had backed away from print—or stopped printing entirely— are now refocusing on their print catalog core. What's driving the reinvestment in print catalogs? Here are nine emerging techniques and technologies that are largely responsible, and how you can apply them to your marketing.
Performing matchbacks—determining the source of a sale for which you don’t have a source code—is a complicated process. It’s a science that is evolving, growing increasingly complex, and yet does not come with a set of industry standards, asserted Susan McIntyre and Terrell Sellix, president and vice president of marketing respectively, at consultancy McIntyre Direct, during a session on the topic at last month’s DMA06 Conference & Exhibition in San Francisco. However, it’s still an essential part of developing sound marketing strategies. While the presenters could not offer a simple formula for matchback gold, they did deliver 10 very helpful, must-perform steps that everyone
Try to find some incandescent light under which to view your press proofs. This is the light in which your catalog or direct mail pieces likely will be viewed by prospects and customers, so it's best to see your color in this environment. —Dan McIntyre, production manager at full-service catalog agency and consulting firm McIntyre Direct, Portland, Ore.
Avoid Press Check Pitfalls When printing a catalog, the direct marketer and its print vendor ideally have the same goal: to create a quality product. But the realities of a vendor/client relationship are such that the printer also wants to perform the job quickly and economically—while the cataloger’s aim is to get the best printing, says Miriam O. Frawley, president of e-Diner Design & Marketing, a catalog agency in Highland Mills, NY. To help you hurdle the potential roadblocks to a successful press check, consider the following six pieces of time-tested advice. 1. Discuss your expectations with your printer ahead of time. Obviously, the
By Alicia Orr Suman In the pre-digital era, most catalog production followed a natural workflow with content moving from the agency and photographer to the prepress house and then on to the printer. This is no longer always the case. The lines have become blurred regarding who among these vendors can provide each of the necessary production services, and often it's the color houses that are getting taken out of the loop. Now, thanks to advances that make the necessary technology more accessible, a growing number of design firms, photographers and printers are able to fulfill catalogers' prepress needs. Here are some of the
By Alicia Orr Suman Getting a catalog produced used to require a complex network of vendors and service suppliers and a dedicated staff person with a detailed schedule to coordinate them all. Today, many large catalog printers say they can take that burden off your hands. They now offer a variety of non-printing services—from digital photography and prepress to list selection and mailing. Some even will handle fulfillment for you. You may pay slightly more for some of the specialized services, but it may be worth a few extra dollars for the convenience that one-stop shopping provides. Perhaps a more important aspect