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Catalog Marketing 2.0

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  • + ergeekgoddess ergeekgoddess 2 years ago
    Hello, Mr. Gross-Albehausen
    Is there any way for me to obtain this presentation? I am preparing a presentation on that very topic and I find the information you included is very relevant. Of course I will give you credit if I end up using any material contained here. I would really appreciate it if you sent it to me. My e-mail address is eramosgg@hotmail.com.
    Thank you in advance.

    Sincerely,
    eramosgg
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Catalog Marketing 2.0 - Presentation Transcript

  1. Catalogue-Marketing 2.0 How Mail Order Traders Change Catalogues to Succeed in a Multichannel-Environment Martin Gross-Albenhausen Editor-in-Chief „ Der Versandhausberater“
  2. The Changing Environment
  3. The Changing Environment Multichannel-Merchants (Catalog+Internet) 17.523 Mio. EUR Online-Retailer 2.986 Mio. EUR eBay-Powerseller 1.987 Mio. EUR Teleshopping-Companies 1.288 Mio. EUR Retailer with MO-Business 521 Mio. EUR Online-Pharmacies 266 Mio. EUR Industry „direct to consumer“ 246 Mio. EUR Agency, Direct Sales 68 Mio. EUR Marketplaces (Amazon, B2B) 42 Mio. EUR Other 1.372 Mio. EUR
  4. The Changing Environment
  5. The Changing Consumer
  6. The Changing Consumer
  7. New Cataloging
    • The importance of classical catalog-books is fading
      • Changing Faces – New Looks
      • Managing Products along the Action-Chain
      • Change Management and Process Reengineering touches
        • Buying
        • Sales
        • Logistics
  8. New Cataloging
    • „ Catalogs are boring“
    • „ Magalogs don‘t sell“
    • Traditional Organisation according to SQUINCH no longer suffices
    • But beware of lush catalogs...
  9. New Cataloging: Tools
    • How to make them stay – and order!
      • Make them trust you!
        • Quick Delivery
        • Easy Payments
        • Helpful Advices
        • Honest Descriptions
        • True, Reliable Colours!
  10. New Cataloging: Tools
    • How to make them stay – and order!
      • Take Care of them
        • Send Birthday Greetings
        • Invite to Events
        • Ask them for their Opinion
        • Give something on top
        • Keep in Touch!!!
  11. New Cataloging: Tools
    • How to make them stay – and order!
      • Make them rely on you
        • by keeping the Bestsellers
        • by maintaining quality at best prices
        • by NOT covering Mistakes
        • by matching cover and content
        • by trustworthy Testimonials („verisimilitude“)
  12. New Cataloging: Tools
    • How to make them stay – and order!
      • Be sure to know them well!
        • by knowing were and how they live
        • by knowing sex, age, job, salary
        • by knowing what they recently ordered
        • by knowing what they like ( hobbies )
        • by knowing what they maybe want next...
  13. New Cataloging ;-)
    • Tried and true: „Raiders of the last Squinch“
    Quelle Don‘t laugh! Teaser-Copy, Pricing, Density... make for good Catalogs!
  14. New Cataloging
    • New Looks...
    H&M
  15. New Cataloging
    • New Looks... New Story-Telling
    Blue Tomato
  16. New Cataloging
    • New Looks... New Presentation
    brandneu
  17. New Cataloging
    • New Looks... New Photography
    Globetrotter
  18. New Cataloging
    • New Looks... New Grids... New Formats
    Frontline
  19. New Cataloging
    • New Looks... New Settings
    Anthropologie
  20. New Cataloging
    • New Looks... New Perspectives
    Anthropologie
  21. New Cataloging
    • New Looks... (for the Boardroom;-)
    Anthropologie
  22. New Cataloging
    • Including Graphics
    H&M
  23. New Cataloging
    • Including Graphics
    Dakota
  24. New Cataloging
    • Real People, not Models
    American Apparel
  25. New Cataloging
    • Online-Look:
    Baur/ I‘m walking
  26. New Cataloging
    • Daring Fonds (RISK!!!)
    Tchibo „Mitch“
  27. New Cataloging
    • Emotion in Hard Goods
    Delsey
  28. New Cataloging
  29. New Cataloging
  30. New Cataloging How is my €24,80 bikini ever going to pay for this generous page??? Well, 90 % margin will do...
  31. New Cataloging
  32. New Cataloging Now, was it Depp or Walker?... Heck, I‘ll call him Johnny!
  33. New Cataloging
  34. New Cataloging
  35. New Cataloging
    • New Concept: The Web-a-logue
  36. New Cataloging
  37. New Cataloging
  38. New Cataloging (Bonus)
    • „ myCatalogue“: Leave space for (and honor) personal remarks/ideas
    • „ The ASOS of Furniture“: Who want‘s to live like George Clooney or Madonna?
    • „ People Buy Stories“: Tell a Tale all through the Catalog!
    • „ Scavenger Hunt in the Age of Meaning“: Make sustainability work for you!
    10 ideas from the scratchboard
  39. New Cataloging (Bonus)
    • „ Martin‘s Looks“: Let them build their own catalog on the Web!
    • „ My-Hatebook“: Show them you care – address their anger!
    • „ The Extreme Make-over“: Revamp real home in your style (before/after)
    • „ Agent Provocateur“: Change the looks of the entire (small) book!*
    10 ideas from the Scratchboard
  40. New Cataloging (Bonus)
    • „ Think Manga“: Why not use Comic-Strips in catalogs?
    • „ Metaphoricat“: Give your Catalog a Name and build on it all through the book! (cf. „Pigalog“ of New Pig Corp., „Katzalog“ for cats, „The Wishbook“...)
    10 ideas from the Scratchboard
    • Thank you for your attention
    • Questions? Comments
    • Anything else? – Call us!
    Martin Gross-Albenhausen Tel: +49-228-688 39 48 Fax: +49-228-35 44 72 E-Mail: gro @ vnr .de

+ Martin.GroMartin.Gro, 2 years ago

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