Catalogue Masterclass (parts 1&2) delivered by Martin Harvey and Mel Henson at ECMOD, Olympia on 17th September 2013. For more information contact martinharvey@btconnect.com or mel@wordsthatsell.co.uk

1. Welcome To
The Catalogue Masterclass
Martin Harvey
Mel Henson
17th September 2013

2. So – Are Catalogues Still Important?

3. A Gentle Introduction….
…. Which One WON?

4. Which one won?

5. Which one won?

6. Which one won?

7. Which one won?

8. Which one won?

9. Which one won?

10. Which one won?

13. Which one won?

14. Which one won?

15. Which one won?

16. Introducing the ‘7 Golden Rules’ of
Catalogue Marketing
1. Knowledge is Key
– Focus on Analysis and Insight
2. Manage Your Costs
– Design, Print, Paper, Size, Weight
3. Plan for Profit
– Range and Page Planning is a Serious Discipline
4. Maximise Page Sales
– With Devices, Offers, Affinity Products – They All Add Value
5. Target With Precision
– Hygiene, Selection and Segmentation
6. Test New Concepts for Optimisation
– Test, Test and Test Again
7. Monitor Everything You
– Otherwise You’ll Never Learn

17. How to get a winning catalogue
The plan for this morning
Session 1 – Homework and Economics
• Analysis & Insight
• Size & Shape
• Print Runs and Costs
Session 2 – The Catalogue Plan
• The Flatplan
• Offers & Affinity Products
• Hotspots
10.30am – 11.00am Coffee Break
Session 3 – Mailing Plans
• Segmentation
• Testing
• Monitoring
Session 4 - Conclusions
• Critique session
• Questions

18. Differentiate or Die – The Big Challenge!
Winning Catalogues are Better Catalogues
- Break Away From the Crowd
- Define Your Competitive Points of Difference
- Make Your Catalogue Stand Out in the Competitive Crowd
- Make Your Competitors Followers - Set the Market Standard
- REMEMBER – Small Differences Produce Returns – BUT Multiple
Small Differences can produce a Paradigm Shift

19. The Starting Point … a Traditional Catalogue Lacking Inspiration
Total

20. A Complete Makeover Helped Treble Sales in
5 Years…

21. Modernised Design and
Square Format
– Retaining Classic
Marshalls Branding.
Competitors All landscape
and Traditional
Clear Brand
Statement
Strong Value Call to Action
and Fertiliser Up-Sell
Proposition and Interest on Front Cover

22. Clear Signposting
on Page 2 & 3
Classic Format
…Guarantee , Delivery
and Contents

23. The OLD – Product Pages
’Illustrated Price Lists’

24. NEW - Editorial,
Graphics, Flashes,
Offers, Heroes,
Headers
Varied image formats,
fewer products per
page + more pages…
… but no extra postage
cost.

25. Analysis & Insights
- Historic Page Sales Analysis
- The Benefits of Single Customer View Analysis
- Monitoring Drive to Site Sales
- Square Inch Performance (Sqinch)

26. Track Sales by Item and by Page…
… Compare Year on Year
My Catalogue Page Sales - Autumn 2013
Page
Total
Sq Inch
Index
Total Sep-
Dec Sep-Dec
Cat Page Space % Item Description Price Margin Items Value Sales Margin 2012
Change
% Notes
4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major
4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 £15,001 500 325 £11,548 29.9%
4 20% Bio-Gard Skin Protector 5.85 72.0% 1132 £6,163 £21,164 308 222 New
5 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 £5,649 565 169 £4,893 15.4%
5 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 £5,607 280 118 £7,495 -25.2% Weak copy / image
5 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 £1,696 113 44 £1,956 -13.3% Drop Next Season - Watch Stock
5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 £7,766 777 466 £5,465 42.1%
5 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 £11,868 791 475 New Star Choice / New
5 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 £11,225 561 219 £9,400 19.4% Special Offer This Year
5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 £3,377 £47,188 338 263 £2,564 31.7% Affinity Product - New Pack
Pet-Vet Vitamins
6 etc
Total Sep-Dec

27. My Catalogue Page Sales - Autumn 2013
Cat Page Space % Item Description Price Margin Items Value
4 50% Bio-Gard Personal Hygiene
4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 £15,001
4 20% Bio-Gard Skin Protector 5.85 72.0% 1132 £6,163
5 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 £5,649
5 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 £5,607
5 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 £1,696
5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 £7,766
5 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 £11,868
5 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 £11,225
5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 £3,377
Pet-Vet Vitamins
6 etc
Total Sep-Dec
Track Sales, Profit + Space / Item

28. My Catalogue Page Sales - Autumn 2013
Sq Inch
Index
Total Sep-
Dec Sep-Dec
Cat Page Space % Item Description Sales Margin 2012
Change
% Notes
4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major
4 30% Bio-Gard Hand 24 hr Sanitiser 500 325 £11,548 29.9%
4 20% Bio-Gard Skin Protector 308 222 New
5 10% Bacterial Hygiene Tester Strips x 10 565 169 £4,893 15.4%
5 20% Bio-Gard 30 Day Clothes protector 280 118 £7,495 -25.2% Weak copy / image
5 15% Bio-Gard Toilet Wipes 113 44 £1,956 -13.3% Drop Next Season - Watch Stock
5 10% Foot-Gard Sock and Shoe Sanitiser 777 466 £5,465 42.1%
5 15% Foot-Gard Anti Fungal Foot Spray 791 475 New Star Choice / New
5 20% Body-Gard Travellers' 4 Pack 561 219 £9,400 19.4% Special Offer This Year
5 10% Ultra-Sure Tired Eyes Travel Freshener 338 263 £2,564 31.7% Affinity Product - New Pack
Pet-Vet Vitamins
Track Square Inch Sales and Profit Indexes…
… and Make Notes

29. Keep and Eye on Week x Week and
Month x Month Performance
My Catalogue Page Sales - Autumn 2013
Cat Page Space % Item Description Price Items Items Items Items Items
4 50% Bio-Gard Personal Hygiene
4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 460 692 39 0 1191
4 20% Bio-Gard Skin Protector 5.85 417 426 207 82 1132
5 10% Bacterial Hygiene Tester Strips x 10 3.95 731 606 211 39 1587
5 20% Bio-Gard 30 Day Clothes protector 4.95 460 692 39 0 1191
5 15% Bio-Gard Toilet Wipes 5.65 102 129 72 5 308
5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 329 355 182 29 895
5 15% Foot-Gard Anti Fungal Foot Spray 7.75 622 748 215 3 1588
5 20% Body-Gard Travellers' 4 Pack 10.95 394 428 213 24 1059
5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 350 266 84 0 700
Pet-Vet Vitamins
6 etc
Sept Oct Nov Dec Total

30. Analysis and Insight is a Holistic Process
Back Office Sales Analysis V Single Customer View
Back Office Sales Limitations
- Single Data Sets
- Often Includes Sales from Other Campaigns
- Ignores Customer Segments
- No Channel Analysis
- Ignores Sales of Other Products
Look At You Catalogue as a SALES DRIVER …
… ANALYSE the TOTAL IMPACT of the catalogue mailing on those
CUSTOMERS MAILED.

31. Track by Channel and Customer Segment
My Catalogue Page Sales - Autumn 2013
Page
Total
Cat Page Space %Item Description Price Value
Web
Sales
Page
Total
Web
Sales %
Web
Page
Total Web Notes
4 50% Bio-Gard Personal Hygiene
4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 £15,001 £9,481 63.2% Email Wk 33
4 20% Bio-Gard Skin Protector 5.85 £6,163 £21,164 £3,538 £13,018 57.4% 61.5%
5 10% Bacterial Hygiene Tester Strips x 10 3.95 £5,649 £2,389 42.3%
5 20% Bio-Gard 30 Day Clothes protector 4.95 £5,607 £2,119 37.8%
5 15% Bio-Gard Toilet Wipes 5.65 £1,696 £288 17.0%
5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 £7,766 £3,743 48.2% Email Wk 33
5 15% Foot-Gard Anti Fungal Foot Spray 7.75 £11,868 £5,044 42.5%
5 20% Body-Gard Travellers' 4 Pack 10.95 £11,225 £8,587 76.5% Home Page Oct
5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 £3,377 £47,188 £1,979 £24,150 58.6% 51.2%
Grand Total Catalogue Products 83.4% £785,269 £421,689 53.7%
Sales Other Products 16.6% £156,340 £143,989 92.1%
Total Sales 100.0% £941,609 £565,679 100.0%
Total

32. Track Customer Groups, Promotions… Just
About Any Significant Element
My Catalogue Page Sales - Autumn 2013 x Customer Group
Sq Inch
Index
Cat Page Space % Item Description
Sales
Total > 5 x Buyers
3 - 5 x
Buyers
2 x
Buyers
1 x Cat
Buyers
1 x Ad
Buyers
1 x Insert
Buyers
4 50% Bio-Gard Personal Hygiene
4 30% Bio-Gard Hand 24 hr Sanitiser 500 252 320 324 757 852 985
4 20% Bio-Gard Skin Protector 308 758 650 452 50 72 56
5 10% Bacterial Hygiene Tester Strips x 10 565 450 521 568 750 850 940
5 20% Bio-Gard 30 Day Clothes protector 280 970 762 350 175 160 160
5 15% Bio-Gard Toilet Wipes 113 13 25 17 560 680 520
5 10% Foot-Gard Sock and Shoe Sanitiser 777
5 15% Foot-Gard Anti Fungal Foot Spray 791
5 20% Body-Gard Travellers' 4 Pack 561
5 10% Ultra-Sure Tired Eyes Travel Freshener 338
Pet-Vet Vitamins
High Sales to Newer Buyers

33. Analysis Footnote…
…Teams and Catalogue Conferences
Catalogue Planning is Most Often a Team Effort …so…
1- prepare analyses with the team in mind –
- marketing and data marketing
- buyers and merchandisers
- catalogue production and design
2- aiming to provide as much information as possible…
3 - in a clear concise format that is relevant to all disciplines.

34. The Catalogue Physique
Page Dimensions
Nr. of Pages (New Customers / Multibuyers)
Weight – Standard Letter v Large Letter
Staples v Perfect Bound
Main Catalogue v Reminder Programmes
Naked Mailings v Wrapped Mailings
Order Forms / Flyers / Letters and Envelopes
Cost

35. Catalogue Size and Weight
- Main or Reminder Mailing
- Customers or Prospects
- Active or Inactive Buyers
- Standard or Large Letter
- Portrait or Landscape
- Naked or Wrapped

36. Saddle Stitched or Perfect Bound
PERFECT BOUND
- Improves Keepability
- Perfect Bound Adds Cost
- Not Suitable < 48 pages
- Necessary > 120 pages
- Spine = Valuable Visible Branding and Title Space

37. Order Forms – Flyers and Letters
- Costly Perhaps
- Powerful for Personalistaion
- Benefits Niche and Aggressive
Promotions (Sweepstakes / Free Gifts)
- Uplift Response Significantly
- Valuable for Hero Offer Upsells

38. The 4 Stages of Flatplanning
1 - Listing
2 - Grouping
3 - Allocating
4 - Flatplan

39. The 4 Stages of Flatplanning
1 - Listing
2 - Grouping
3 - Allocating
4 - Flatplan

40. Blank flatplan
Project____________ Version ____ Date ____________
BACK COVER FRONT COVER 2
•Intro
•Contents
•Guarantee
3 4 5
6 7 8 9 10 11
12 13 14 15 16 17
18 19 20 21 22 23
•Order Form
•Recommend a
Friend form

41. Real life flatplan

42. Hotspots … Make or Break
Product Page Position Planning

43. HOTSPOTS & COLD SPOTS

44. How people flick through a catalogue

45. How people look at a dps

46. Eye Magnets

47. HOTSPOTS & COLD SPOTS

48. Eye Magnets
Portrait Eye Contact

49. Eye Magnet
Full length Close up of face

50. Eye Magnets
Mid tones/cold colours Loud colours/warm colours

51. Eye Magnets
Black & white Colour

52. Eye Magnets
Small Large

53. Eye Magnets
Square
Round

54. Eye Magnets
Landscape Portrait

55. CATALOGUE DESIGN DEVICES

56. Flashes & Starbursts
• Designed to attract attention
• New
• Best seller
• Great value
• Save £5
• Exclusive
• 50% OFF
• Director’s choice
• Special offer
• Reader offer

57. Flashes & Starbursts

58. Icons
• Usually for
Information
Guidance
Differentiation & Comparison
• Generally use at the bottom of
the product

59. Call Outs
• For complex or feature packed
products
• Ideal for features not obvious
from photo

60. Insets
• Similar to call-outs
• Designed to emphasise one
aspect or benefit of the product

61. Info Boxes
• Save space by avoiding repetition
• Add credibility
• Increase AOV

62. Disclaimers
• A type of info box you have to
put in but would rather not
• Use dull colours, small fonts, no
graphics to recess it from the
page.

63. Spread Introductions
• Design so that it’s obvious it
applies to everything on the
page

64. HYS (Have you seen?)
• Used to link related products in
different parts of the catalogue

65. Testimonials
• Spread throughout the
catalogue, not on one page
• Must look different from other
graphic elements

66. Guarantees
Adds credibility and reassurance
= SALES
Brand appropriate
Promise and a Guarantee

67. Guarantees
Promise and a
guarantee
Use symbols of trust

68. SUMMARY
• Catalogue design is not graphic design
• Think about the information - use the relevant device
• “Pretty doesn’t sell”

69. Let’s Have a Break Now