The document discusses new ways of thinking about catalogs and engaging customers. It argues that catalogs should be seen not just as transactional tools but also ways to engage customers and build relationships. It provides examples of how to make catalogs more engaging, such as including digital calls-to-action, surprising customers to generate excitement, and supporting online activities. It also stresses the importance of doing something different with catalogs to stand out and capturing attention with covers, imagery, copy, and themes.

1. New Thinking and Breaking the Rules
The New Era Catalog
presented by
Lois Brayfield
President; J.Schmid

2. Is the catalog model still
relevant?
YES!

3. Multiple studies prove the value
of a catalog and it continues to
be the most cost effective
acquisition and retention tool
for many brands.
Forrester, ACMA, DMA, McKinsey & Co.

4. Has the role of the
catalog changed?
YES!

5. The New Era catalog:
 Transactional tool
 Presents the voice of the brand
 A pro-active tap on the shoulder
 Opportunity to converse
 A call-to-action to online efforts
 Tactic to a multi-channel campaign
 An engagement tool

6. We must change our thinking …
from catalogs only being a
transactional tactic but also a
method to engage and build
relationships.

7. measuring success
sell engage
product
Brands able to engage customers at some level are 63%
more likely to convert to purchase activity!

8. A few things to think about
…
1 engaging customers
2 a digital call-to-action
3 do something different

9. 1
engaging customers

10. KNOW
your customer!
KNOW
what they care about!

11. three little questions …
what?
how?
why?

12. what? Gourmet Belgium chocolate
brownie and cookies gifts.
Ships gifts that are made of pure
how? ingredients without trans fats or
preservatives.
why? I look good, I appear generous …
recipients love my gift and feel
appreciated. I am thanked.

13. why = higher order benefit
The emotional reason
customers choose to do
business with you.

14. Ed Mayer’s Checklist of Human Motivators
•financial comfort • satisfy appetite
•save money • protect reputation
•save time • beautiful possessions
•avoid effort • to be admired
•comfort • attract opposite sex
•health • individualism
•popularity • enjoy life
•stylish • be clean
•avoid criticism • be appreciated
•avoid pain • protect family
•satisfy curiosity • emulate those you admire
•avoid trouble • be creative

15. = escape and indulge
? = affordable style
= old-fashioned comfort
= reach your creative potential

16. “Understanding and then effectively
marketing your higher order benefit
is one of the seven essentials to
becoming a billion dollar company.”
David Thomson; author “Blueprint to a Billion”

17. You must prove & protect
your “why” over and over
again to create the desired
perception.

18. the value of
customer excitement

19. Satisfied customers do not always
translate into increased profits.
Incremental changes to improving
customer satisfaction have a limited
affect on purchasing behavior …
Extreme loyalty occurs when you
surprise, thrill and captivate.

20. WOWing customers!

21. McKinsey & Company

22. customer excitement
is different than
customer
satisfaction

23. Customer excitement creates value
 customers willing to pay more
 Brands are more memorable
 word-of-mouth advertising (viral)
 increased loyalty

24. Tony Hsieh’s rules of engagement:
ICEE
Interesting
Compelling
Entertaining
Educational

25. Many of our “offers” have
become nothing more than
cost of entry benefits …

26. 2
support online activities

27. Direct Marketers are at a
disadvantage without a store
presence … right?
print + online + mobile =
new opportunities to engage

28. What we are really good at …
• including our URL on every page
• asking customers to “like us”
• asking to “find more online”
• introducing site features
• and sometimes we mention …
– a video
– more content online
– customer reviews

29. Are we giving them an
exciting or compelling
reason to interact or engage
at a different level?

30. 60-65% of business leaders believe
that consumers follow their brands
on social media sites because they
want to be a part of a community.
Only 25-30% of consumers agree.
- IBM Institute for Business Value

31. Call-to-action:
Asking your customer
to do anything.

32. Meaningful
Call-to-Action
Simple
Activity
Close
Build a Strategy:
the sale What do you want them to do?
$$

33. The message:
Meaningful
Call-to-Action
-Never assume
-Don’t be boring
-Appeal to THEIR needs
-Defer to THEM
Simple -Keep it simple
Activity -Personalize
-Be authentic
Close -Identify the problem –
the sale
promise a solution
$$

34. good, better, best
FOLLOW US ONLINE!
Discover your design style!
Find decorating ideas,
entertaining tips or find help for
your next project. Follow us!

35.  Research
 Research
 Research

36. Meaningful
Call-to-Action
Simplicity wins!
Simple
-Test and re-test
Activity -Specific landing pages
-Mobile ease
Close -Coordinate all of your
the sale
digital efforts!
$$

37. reduces “intent lag”
catalog
average intent lag = 27 hours
500 catalog shoppers queried; 68% admitted abandoning
an order due to a lapse in time. This occurred on average
three times within the prior year.

38. serve up relevant:
- videos
- pod-cast
- customer reviews
- tips and “how to’s”
- extra views
catalog - celebrity endorsements
- quizzes
- contests
- deal of the day
- up-sells
a virtual scratch-off - last chance offers
- limited quantities – buy now
- willy wonka golden ticket

39. Meaningful
Call-to-Action
Simple
Activity
Close
the sale
Now what?
The second “call-to-action”
$$

40. Meaningful
Call-to-Action
Simple
Activity
Close
the sale
$$ Test!

41. When asking customers to “do
something” or engage in any way its
imperative to give readers a
compelling reason to do so.
You must convince the reader the
“action” will solve a problem or
satisfy a need. All else is fruitless.

42. 3
do something different

43. In general, our catalogs are too
safe. Safe will not cut it when
customers are served up extra-
sensory brand messages every day.
Be different.

44. Our brains are hardwired to notice what’s different.

45. Do something different,
but with a plan
Ask, what am I selling (the
WHY) and how do my
customers shop?
What’s important to them?

46. prospects one-
and-done

47. Brands able to engage
la ter? prospects at any level are
63% more likely to convert to
purchase activity!

48. Prospecting…a new model? mailer
co-op lists
+ overlays
research free online offer
relevant guide
search
+ social trigger email offer
welcome message
 additional 1.8% to raise hand trigger email
geo-specific offer
 converted additional 27%
and more …

49. What compelling reason can
you give prospects to leave
an electronic trail online?

50. do something different
covers imagery copy themes

51. covers
Covers are your foremost opportunity to
increase results.
They are your first line of defense.
Will they open your catalog, or not?

52. creating engaging covers
• grab attention
• quickly tell who you are
• present any offers
• get the reader inside
• and sell!

53. imagery
Studies prove a catalog is a
visual medium.
It’s the images that capture
attention first.

54. copy
Catalog copy is under-rated. It adds
“value” to the unseen ...
and it’s much more than just
product descriptions.

55. eye-flow – graphical hierarchy
1. photo or
illustration 2
2. attention-getting
graphics or copy 1
3. price
4. product headline
and body copy 4
3

56. eye-flow – graphical hierarchy
1. photo or
illustration
2. attention-getting
graphics or copy 1
3. price
4. product headline
and body copy 4
3

57. product benefits must be
understood at a glance ...
otherwise you will lose the reader.
image + price = verisimilitude

58. copy components
• product descriptions
• Headlines & foot-lines
• testimonials or customer reviews
• letter
• service information
• attention-getters (captions, call-outs, etc.)
• editorial sidebars
• price positioning and product numbers
• “voice” of the brand

59. the power of copy
• benefits become tangible
• solve customer problems
• adds reality to your brand promise
• creates credibility and trust
• opens a dialogue
• establishes a tone

60. We buy things because of the way
they look, the way they make us
feel or because of what they do …
if an image cannot tell this story,
then copy must!

61. Copy has the ability to create an
emotional connection and add
exponential value.

62. themes
Spreads that tell a collective
story or present a theme will
typically out-perform all other
spreads.

63. Themes should support your brand
and should emerge out of your
merchandise concept and analysis.
Merchants are critical to success!

64. “The secret is respecting the consumer.
You are interrupting their life. All
advertising is unwanted, so if you’re
going to crash the party, bring some
champagne with you.”
Bob Thacker, Sr. VP-marketing & advertising; OfficeMax

65. You are taking a gamble if
you don’t do anything …

66. questions?
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