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Print in a digital world

Learn how catalogs are an essential component of a multi-channel strategy and how to create an effective catalog strategy that tells your unique story, showcases your best sellers, and drives traffic to your website and social media platforms. Join Jean Giesmann, Executive Creative Director at Creative Consulting VT/NH, at the Marketing Group Annual Conference on June 17-18, 2019 in Woodstock, VT.

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Print in a digital world

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  1. Print in a digital world Print is NOT dead! Jean Giesmann Executive Creative Director Creative Consulting VT/NH Marketing Group Annual Conference June 17-18, 2019 Woodstock VT

  2. Having a seamless omni-channel experience is expected.

  3. Catalogs are an important component in a multi-channel strategy

  4. “Studies show that when people hold a catalog in their hands the memory of it last longer – print is memorable” * Brent Niemuth, J.Schnid

  5. 30% of those polled said a catalog drove them to an online purchase. * Quadgrahics Customer Focus Study

  6. 45% will view the catalog BACK to front

  7. So, what’s your catalog strategy?

  8. FIRST - Tell your story • Why are you DIFFERENT from all the others out there? • What makes YOUR company UNIQUE? • Proprietary products? • Support a cause? • Brand culture? • Tell your story everywhere - not just on page 2 – integrate thru-out the book • Hit ‘em over the head with who you are

  9. Second - Show ‘em your stuff Showcase your best sellers – overall catalog performance will increase per squinch when space used on lesser products is used to better sell the top performers Don’t over assort in print – if you have a deep category, push ‘em to the web New products should be 40% of your assortment per season Get rid of the dogs – use other channels to clear out slow performers

  10. Don’t be shy – be bold! GIVE A PRODUCT THE SPACE IT’s EARNED! Test the waters – Take one, two or three items that have earned above the average page sales and then give them a full page treatment. Don’t just make the photo bigger – sell harder alternate colors, alternate angles expand copy – more romance

  11. How many pages? Three approaches: ADD pages – Allows you to keep more exisitng products in if you have trouble letting go! MAINTAIN page count – Replace 1/3 of your items bygiving space to telling your story, top sellers and new REDUCE page count – start with 1-2-3 star performersDon’t skimp on new – it keeps existing customers interested Pick the top category performers - push to the web TELL your story – Show off your good stuff – drive traffic

  12. THIRD - Drive traffic Give ‘em reasons to go online! More colors More choices in category How to Videos Products specifications Product manuals Clearance tab Shop by filters (size, color, $amount, occaision, etc) More STUFF, more CHOICES, more INFO

  13. Drive traffic DRIVE TO SOCIAL MEDIA Motivate to engage gift certificate for best photo, tastiest recipe, etc. ask to post pix of your products, apparel – put an outfit together recipe successes answer product questions trouble shoot issues requires a dedicated resource!

  14. Drive traffic FROM SOCIAL MEDIA - BE SURE TO SEND ‘EM BACK TO THE WEBSITE! drive ‘em back to your website! get them to sign for a catalog download the app sign up for email contact links to products discussed

  15. Don’t be shy… TELL your story SHOW off your stuff Drive traffic

  16. Thank you! Questions?

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