This document discusses the evolution of catalogs and marketing strategies. It notes that while some industries have declined, catalogs still provide value as an acquisition and retention tool. What has changed is the increased focus on understanding customers, telling brand stories, and engaging customers across multiple channels rather than just print. Successful brands will focus on authentic brand assets and compelling narratives to engage customers at a meaningful level across their catalog, e-commerce, social and mobile presences.

1. Catalog 3.0
The New Call-to-Action
Lois Brayfield, CEO; J.Schmid
and
Glenda Lehman Ervin,
VP Marketing; Lehman’s
(Daughter of Founder, Jay Lehman)

2. CHANGE

3. Record Industry - 1889
RIP - 2003
Newspaper Industry - 1605
RIP - 2000
Brokerages - 1801
RIP - 1997
Book Industry - 1439
Travel Planning - 1758
Telephone - 1876
RIP - 2010
RIP - 2007
RIP - 2008

4. EVOLVED

5. What has
not changed?

6. Proactive

7. It’s Still Works!
Multiple studies prove the value
of a catalog. It continues to be
the most cost effective
acquisition and retention tool
for many brands.
Forrester, ACMA, DMA, McKinsey & Co.

8. It’s Still Works!
In 2012, 18% traditional retail
brands utilized the use of a
catalog as a part of their
marketing tool box.
McKinsey & Co.

9. What has not changed
hot
spots
eyeflow
hierarchy

10. hotspots
covers
shoulder invented
spreads

13. hotspots
eye
starts
here

14. hotspots
eye
starts
here
WOW

15. hierarchy
2
1. photo or illustration
2. attention-getting
graphics or copy
3. price
4. product headline and
body copy
1
4
3

16. hierarchy
1. photo or illustration
2. attention-getting
graphics or copy
3. price
4. product headline and
body copy
1
4
3

17. Product benefits must be
understood at a glance.
Otherwise perceived value
may be lost.
image + price = verisimilitude

18. Restoration Hardware

19. What has not changed
hot
spots
eyeflow
hierarchy

21. goal of all catalogs?

22. What HAS changed?
customer

23. What has changed?

24. An Amazing Advertising Tactic
voice
of your
brand
tell
stories
call-toaction

25. brand
The perception a consumer
has of your product or service.

26. cool
craving
collection
fear
Neuro-Marketing
High–tech brain scanning techniques, such as MRI
and EEG, to investigate brain activity. This neuro–
imaging hardware enables us to examine and analyze
what really drives our behavior, our opinions and
our preferences.
Buyology; Martin Lindstrom

27. “Nearly 90% of our
consumer buying behavior
is unconscious, and we
can’t actually explain our
preferences.”
Martin Lindstrom; Buyology

28. Higher order benefit
The emotional reason
customers choose to do
business with you.

29. confidence
securit
esteem
y
time
adventu escape
re cool factor

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

31. “Understanding and then
effectively marketing your
higher order benefit is one of
seven essentials to becoming a
billion dollar company.”
Dave Thompson; Blueprint to a Billion

34. Focus on HIM

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

39. stories

40. Successful Brands
of the Future

41. Simple
Prime
Oligarchy:
Governed by a few

42. Artisanal
A story to tell …

43. ?
Bold

44. authentic

48. themes

51. layering

57. By far, the number one
reason consumers browse
a catalog is to find
something unique.
ACMA, 2012.

58. brand
empathetic stories
assets
assets
assets
assets
Narrative – Photography – Copy – Content - Video
catalog
e-comm
social
mobile

59. call-to-action

60. goal of catalogs
sell
product
engage
Brands able to engage customers at a meaningful
level are 63% more likely to convert to purchase
activity!
McKinsey & Company; 2012

61. “I want it”
call-to-action
print
digital
Considering

62. “61% of catalog recipients claim
they browse catalogs first and
complete their purchases online.”
ACMA; 2012 Survey

63. Do SOMETHING!

65. What triggers
will get prospects
on first base?

68. +46%

69. catalog
co-op lists
+ overlays
free online offer
relevant guide
research
search
+ social
additional 1.8% raise hand
convert at 27%
trigger email offer
welcome message
trigger email
geo-specific offer
and more …

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

72. the invite

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

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

76. campaign
A strategic and methodical series of events
delivered across multiple tactics that
expresses your brand in a meaningful way.
The goal is to engage and excite customers
and prospects alike.

77. campaign
Customer excitement
is different than
customer satisfaction.

81. Fenway Park - Rain Delay Sponsors
Sold out in
5 minutes!
$59.95
“Up-cycle” the rain delay tarp

84. “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

85. As a dog returns to its
vomit, so a fool repeats
his foolishness.
Proverb 26:11