The news came out: Victoria’s Secret – one of the most iconic catalogs of the last few decades – will be discontinued this year.
Selling items to customers is a craft most direct marketers understand. It’s about selling key benefits with an alluring presentation that resonates with a target audience. But anyone can sell a product. Great direct marketers understand that selling an item, as a part of an overarching merchandise concept, is a critical tool used to engage a customer and eventually create brand loyalty. What Is a Merchandise Concept? Simply stated, it’s a collection of products and price points that own a unique brand personality and represent a highly defined need that resonates with a core, target audience. Notice the word “brand.” Your merchandise concept and your brand
Techniques to help your products come alive on the printed page Selling a product through the mail is a true art form when it’s executed correctly. While it’s true that many direct marketers successfully sell products with minimal representation of the product, consider how much more response might be garnered if a product were to come alive on the printed page. Direct marketers have to compete against their retail sisters in an unfair playing field, since retail allows customers to pick up, touch, feel, try on or even sample products. You can create products that are three-dimensional in nature using the right creative techniques.