Sponsored by the DMA Catalog & Multichannel Marketing Council
Series Overview
Is there a young professional or new associate in your organization seeking the essentials for building a successful catalog program? Or, maybe you or your colleagues are looking to brush up on the basics? Join this new, three-part virtual seminar orchestrated by seasoned professionals who will present an exceptional step-by-step tutorial. Learn how to build an effective communication plan, allowing for affordable acquisition and a strategy that builds customer retention. Learn the rules of profitable catalog design ... proven techniques that engage the customer, increase the average order and build your brand. Understand the ingredients of a great merchandise concept and square inch analysis but more importantly, how to plan for future success. Case studies, sample spread sheets and proven techniques will be presented in these three fast-paced, one-hour virtual seminars. At the end of each virtual seminar, you will be able to ask questions and get immediate response.
CLICK HERE For Part One
CLICK HERE For Part Three
PART TWO: Catalog Design – Rules of Engagement
Catalogs must work extraordinarily hard to sell products. Within the confines of the printed page, designers must create a landscape of words and pictures which will engage customers and prospects to purchase items without first hand experience. Test results prove that a poorly created catalog can destroy even the best marketing and merchandise plans. While a catalog may not be “bad,” is it really taking advantage of every creative opportunity that might make or break a sale? Learn how successful catalogs intertwine the “physics” of catalog best practices along with engagement techniques that increase response and average order.
This fast-paced online session will be filled with examples and case studies showing how to:
- Present the tried and true “rules” of catalog creative and how to use them to your advantage
- Use known physics that will help direct the reader and close a sale
- Use graphics and copy that quickly present the essence of a product
- Utilize proven creative technique using “themes” that engage the reader
- Use design “hygiene” to create a more appealing catalog and increase “hang-time” on every spread
Who Should Attend?
- Young Professionals
- Anyone new to the industry
- Veterans desire a quick and easy refresher
- Anyone involved in marketing, merchandising or creative
- Anyone in the catalog/multichannel industry desiring a basic exposure that are not involved in day-to-day marketing efforts
Speaker: Lois Boyle-Brayfield; President & Chief Creative Officer, J. Schmid & Assoc. Inc.
Lois Boyle is acknowledged by clients and colleagues alike for her expansive knowledge and spirited dedication to "getting the job done right." She is a widely recognized professional in the catalog and direct marketing industry. She has created and produced successful programs for a variety of consumer, business-to-business and retail clients. She knows what works and has the experience to prove it.
An award-winning brand & creative strategist, Lois has worked with many of the country's leading direct marketers, including Hallmark, American Express, HoneyBaked Ham, Cabela's, Sprint, Wolferman's, Cushman's Fruit, America Online, Better Homes & Gardens, Sears (Canada) and Marks & Spencer (UK). Her efforts and expertise span every aspect of direct marketing, from creative and merchandise analysis, marketing strategies, brand development and catalog feasibility to start-up strategies, re-positioning and in-house training.
At J. Schmid, Lois has earned the Kansas City Direct Marketing Association's AMBIT Award for outstanding achievement time and time again, including Best of Show in 1999, 2001, 2002 & 2007. She has served on the KCDMA's Board of Directors for six years, chaired the annual Kansas City Direct Marketing Days and was the fourth woman in the history to be elected president of the 750-member organization. She was also named Kansas City's 2001 Direct Marketer of the Year.
She is a contributing writer for Multichannel Merchant, DM News, Target Marketing and Catalog Success. She is a frequent speaker at ACCM, DMA's Annual Fall Conference and NEMOA, as well as many other direct marketing associations. She also speaks at international engagements, including a seminar for Canadian Direct Marketing News in Toronto and the European Catalog & Mail Order Conference in London. Lois also contributed to Jack Schmid's book "Creating Successful Catalogs." Lois is currently servicing on the board for the Kansas City Direct Marketing Association Educational Foundation & Helzberg Entrepreneurial Mentoring Program.
We would like to extend a gracious thank you to our generous
DMA Catalog & Multichannel Marketing Segment Sponsors:
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| Showcase your brand by becoming a sponsor of the DMA Catalog & Multichannel Marketing Segment. To learn about the benefits of becoming a Catalog & Multichannel Marketing Segment Sponsor, contact Terri Bartlett at 212.768.7277, ext. 1651, or by email at tbartlett@the-dma.org. |
Registration Rates
| CMMC Council Member*: | FREE |
| DMA Member**: | $149 |
| Non-Member***: | $199 |
*Free for Catalog & Multichannel Marketing Council (CMMC) Members. PLUS, CMMC Members can have TWO of their staff attend each Essentials of Catalog & Multichannel Marketing Virtual Seminar for FREE. Additional staff can attend each Essentials of Catalog & Multichannel Marketing Virtual Seminar at the deep discounted rate of $25 per person.
CMMC Members must register their staff via phone by calling DMA Customer Service at 212.790.1500. Online registration is not available for this Special Offer.
**DMA Members that register for all three Essentials of Catalog & Multichannel Marketing Virtual Seminars and not attending through any special offer will receive a one-year DMA Catalog & Multichannel Marketing Council membership for free. This offer is not available to prior or current Catalog & Multichannel Marketing Council members and is only valid for the first year of Council membership. Membership must be renewed annually.
***Non-members that register for all three Essentials of Catalog & Multichannel Marketing Virtual Seminars will receive 20% off their first year of DMA membership.
Special Offer Expires April 23, 2008
See information on how to join DMA.
Ways to Register
| Online: | Register Now |
| Fax: | 212.302.7643 |
| Phone: | 212.790.1500 |
| Mail: | Printable Form DMA Customer Service 1120 Avenue of the Americas New York, NY 10036-6700 (Check payable to DMA) |
For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.
Payment Policy and Confirmation
In order to confirm your place in this event, we require payment in full. From time to time, we change a date or location of an event. If we need to change a date or location for any reason, you will be contacted. If you have not received confirmation of your attendance from DMA, please call 212.790.1500 to ensure your seat.
Webinar Cancellation Policy
If you cannot attend a webinar for which you are registered, please send a substitute. Substitutions are allowed at any time.
If you must cancel your registration altogether, please refer to the Cancellation Refund Schedule below. Registrants who do not cancel and fail to attend the event, forfeit their full registration fee in its entirety.
If DMA cancels the event for which you have registered, the registration fee paid will be held on account for a future event or fully refunded if you prefer. DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended, postponed, or canceled.
Cancellation Refund Schedule |
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One day prior to the webinar or before |
100% refund |
Less than one day prior to webinar or no show |
No refund - no account credit |
DMA Money-Back Guarantee
You will be 100% satisfied with what you learn or we will refund your registration fee in full.* We can afford to make this offer because we know that this seminar will exceed your expectations. It's part of our commitment to providing you with the highest possible quality in education and training.
*Requires written request within 30 days of the seminar.
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