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Catalog Design Revolution The Consumer Demand for a New Medium


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Catalog Design Revolution The Consumer Demand for a New Medium

  1. 1. catalog design revolution: the consumer demand for a new medium presented by lois brayfield; president
  2. 2. print catalog ?
  3. 3. We must change our thinking … from catalogs only being a transactional tactic but also a method to engage and build relationships .
  4. 4. sell product measuring success engage Brands able to engage customers at some level are 63% more likely to convert to purchase activity! McKinsey & Company; 2010 Market Report
  5. 5. a few things to think about … 1 2 3 engaging customers support online activities do something different
  6. 6. engaging customers 1
  7. 7. KNOW your customer!
  8. 8. what? how? why? three little questions …
  9. 9. what? how? why? Gourmet Belgium chocolate brownie and cookies gifts. Ships gifts that are made of pure ingredients without trans fats or preservatives. I look good, I appear generous … recipients love my gift and feel appreciated.
  10. 10. The emotional reason customers choose to do business with you. why = higher order benefit
  11. 11. Ed Mayer’s Checklist of Human Motivators <ul><li>financial comfort </li></ul><ul><li>save money </li></ul><ul><li>save time </li></ul><ul><li>avoid effort </li></ul><ul><li>comfort </li></ul><ul><li>health </li></ul><ul><li>popularity </li></ul><ul><li>stylish </li></ul><ul><li>avoid criticism </li></ul><ul><li>avoid pain </li></ul><ul><li>satisfy curiosity </li></ul><ul><li>avoid trouble </li></ul><ul><li>satisfy appetite </li></ul><ul><li>protect reputation </li></ul><ul><li>beautiful possessions </li></ul><ul><li>to be admired </li></ul><ul><li>attract opposite sex </li></ul><ul><li>individualism </li></ul><ul><li>enjoy life </li></ul><ul><li>be clean </li></ul><ul><li>be appreciated </li></ul><ul><li>protect family </li></ul><ul><li>emulate those you admire </li></ul><ul><li>be creative </li></ul>
  12. 12. escape and indulge = ? affordable style = old-fashioned comfort = reach your creative potential =
  13. 13. “ 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
  14. 14. You must prove & protect your “ why ” over and over again to create the desired perception.
  15. 15. the value of customer excitement
  16. 16. Satisfied customers does 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.
  17. 17. WOW ing customers!
  18. 18. McKinsey & Company; January 2011
  19. 19. customer excitement is different than customer satisfaction
  20. 20. customer excitement creates value <ul><li>customers willing to pay more </li></ul><ul><li>your brand is memorable </li></ul><ul><li>word-of-mouth advertising (viral) </li></ul><ul><li>increased loyalty </li></ul>
  21. 21. Tony Hsieh’s rules of engagement: <ul><li>Interesting </li></ul><ul><li>Compelling </li></ul><ul><li>Entertaining </li></ul><ul><li>Educational </li></ul>ICEE
  22. 22. Epic Fail or Marketing Genius?
  23. 23. <ul><li>exclusive merchandise </li></ul><ul><li>limited edition </li></ul><ul><li>big brother alliance </li></ul><ul><li>blue ocean strategy </li></ul><ul><li>exclusive time (online) </li></ul><ul><li>mesmerizing television ads </li></ul><ul><li>completely “on-brand” </li></ul>Target & Missoni
  24. 24. Epic Fail or Marketing Genius? <ul><li>press on all major networks </li></ul><ul><li>95% sold out on first day </li></ul><ul><li>stock up 22% to 51.40 </li></ul><ul><li>32,000 items sold on ebay (more free press) </li></ul><ul><li>new converts to the brand </li></ul><ul><li>set up for future events </li></ul>
  25. 25. beyond the expected
  26. 26. Many of our “offers” have become nothing more than cost of entry benefits …
  27. 27. 2 support online activities
  28. 28. Direct marketers are at a disadvantage without a store presence … right? print + internet + mobile = new opportunities to engage
  29. 29. what we are really good at … <ul><li>including our URL on every page </li></ul><ul><li>asking customers to “like us” </li></ul><ul><li>“find more online” </li></ul><ul><li>introducing site features </li></ul><ul><li>and sometimes we mention … </li></ul><ul><ul><li>a video </li></ul></ul><ul><ul><li>more content online </li></ul></ul><ul><ul><li>customer reviews </li></ul></ul>
  30. 30. Are we giving them an exciting or compelling reason to interact or engage at a different level?
  31. 31. Company posted too frequently Wall too crowded; had to edit Content repetitive & boring
  32. 32. Content repetitive & boring Too many tweets; had to edit Company posted too frequently
  33. 33. good, better, best FOLLOW US ONLINE! Discover your design style! Find decorating ideas, entertaining tips or find help for your next project. Follow us!
  34. 34. Find more online! why?
  35. 35. be specific … include your “why” video
  36. 36. When using video to sell in your catalog, you must give readers a compelling reason to seek it out … you must convince the reader the video will solve a problem or satisfy a need. All else is fruitless.
  37. 37. smart phones
  38. 38. <ul><li>By 2012, mobile internet usage exceeds PC usage </li></ul><ul><li>Every day 350,000+ Android-powered devices are activated </li></ul><ul><li>Google’s mobile search volumes have grown over 500% in the last 2 years. </li></ul>mobile on the rise … phone ownership
  39. 39. online mobile commerce Mobile devices are increasingly used to conduct research, compare prices, and buy.
  40. 40. reasons why I’m drinking the mobile Kool-Aid 7
  41. 41. 1. closing the loop catalog
  42. 42. 2. reduce the time of “intent lag” 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. catalog
  43. 43. 3. where is your phone and how quickly can you access the Internet? seconds vs. minutes first screen
  44. 44. 4. “mocial” mobile exceeds computer when accessing social networks
  45. 45. 5. ability to test offers and “interest” <ul><li>test </li></ul><ul><li>videos </li></ul><ul><li>call to action </li></ul><ul><li>offers </li></ul><ul><li>messaging </li></ul>version! catalog
  46. 46. 6. 100% track-able using advanced mobile native apps catalog drop-specific apps or codes
  47. 47. 7. enriched experience catalog <ul><li>serve up relevant: </li></ul><ul><li>videos </li></ul><ul><li>pod-cast </li></ul><ul><li>customer reviews </li></ul><ul><li>tips and “how to’s” </li></ul><ul><li>extra views </li></ul><ul><li>celebrity endorsements </li></ul><ul><li>quizzes </li></ul><ul><li>contests </li></ul><ul><li>deal of the day </li></ul><ul><li>up-sells </li></ul><ul><li>last chance offers </li></ul><ul><li>limited quantities – buy now </li></ul><ul><li>willy wonka golden ticket </li></ul>a virtual scratch-off
  48. 48. 2D codes
  49. 49. making 2D codes work <ul><li>don’t send customers to a desktop URL </li></ul><ul><li>create for short attention spans </li></ul><ul><li>thumb interactive </li></ul><ul><li>allow for viral activity </li></ul><ul><li>check, re-check and check again </li></ul><ul><li>test, experiment and be ready </li></ul><ul><li>create a compelling call-to-action </li></ul><ul><li>deliver a compelling payoff </li></ul>
  50. 50. what compelling reason can you give prospects to leave an electronic trail online ? intriguing – compelling – entertaining - educational ICEE
  51. 51. do something different 3
  52. 52. 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.
  53. 53. Our brains are hardwired to notice what’s different.
  54. 54. Covers are your foremost opportunity to increase results. They are your first line of defense. Will they open your catalog, or not? covers
  55. 55. creating engaging covers <ul><li>grab attention </li></ul><ul><li>quickly tell who you are </li></ul><ul><li>present any offers </li></ul><ul><li>get the reader inside </li></ul><ul><li>and sell! </li></ul>
  56. 56. one-and-done
  57. 57. research co-op lists + overlays search + social free online offer relevant guide trigger email offer welcome message trigger email geo-specific offer catalog additional 1.8% raise hand convert at 27% and more …
  58. 58. What compelling reason can you give prospects to leave an electronic trail online ?
  59. 59. Studies prove a catalog is a visual medium. It’s the images that capture attention first. imagery
  60. 60. Think outside the box! What images are successful outside the world of catalogs?
  61. 61. copy Catalog copy is under-rated. It adds “value” to the unseen ... and it’s much more than just product descriptions.
  62. 62. <ul><li>product descriptions </li></ul><ul><li>headlines </li></ul><ul><li>foot-lines </li></ul><ul><li>testimonials or customer reviews </li></ul><ul><li>letter </li></ul><ul><li>service information </li></ul><ul><li>attention-getters (captions, call-outs, etc.) </li></ul><ul><li>editorial sidebars </li></ul><ul><li>price positioning and product numbers </li></ul><ul><li>“ voice” of the brand </li></ul>copy components
  63. 63. <ul><li>benefits become tangible </li></ul><ul><li>solve customer problems </li></ul><ul><li>adds reality to your brand promise </li></ul><ul><li>creates credibility and trust </li></ul><ul><li>opens a dialogue </li></ul><ul><li>establishes a tone </li></ul>the power of copy
  64. 64. 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 !
  65. 65. Restoration Hardware
  66. 66. Copy has the ability to create an emotional connection and add exponential value .
  67. 67. themes Spreads that tell a collective story or present a theme will typically out-perform all other spreads.
  68. 68. Themes should support your brand and should emerge out of your merchandise concept and analysis. Merchants are critical to success!
  69. 69. “ 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
  70. 70. You are taking a gamble if you don’t do anything …
  71. 71. questions? FREE BRAND CHECK UP QUIZ! Scan and take the quiz!