3. We must change our thinking … from catalogs only being a transactional tactic but also a method to engage and build relationships .
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. a few things to think about … 1 2 3 engaging customers support online activities do something different
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. The emotional reason customers choose to do business with you. why = higher order benefit
11.
12. escape and indulge = ? affordable style = old-fashioned comfort = reach your creative potential =
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. You must prove & protect your “ why ” over and over again to create the desired perception.
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.
28. Direct marketers are at a disadvantage without a store presence … right? print + internet + mobile = new opportunities to engage
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30. Are we giving them an exciting or compelling reason to interact or engage at a different level?
31. Company posted too frequently Wall too crowded; had to edit Content repetitive & boring
32. Content repetitive & boring Too many tweets; had to edit Company posted too frequently
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!
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.
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. 3. where is your phone and how quickly can you access the Internet? seconds vs. minutes first screen
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. What compelling reason can you give prospects to leave an electronic trail online ?
59. Studies prove a catalog is a visual medium. It’s the images that capture attention first. imagery
60. Think outside the box! What images are successful outside the world of catalogs?
61. copy Catalog copy is under-rated. It adds “value” to the unseen ... and it’s much more than just product descriptions.
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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 !
66. Copy has the ability to create an emotional connection and add exponential value .
67. themes Spreads that tell a collective story or present a theme will typically out-perform all other spreads.
68. Themes should support your brand and should emerge out of your merchandise concept and analysis. Merchants are critical to success!
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