THE ESSENTIALS OF CATALOG & MULTICHANNEL MARKETING –
THE VIRTUAL SERIES
PART TWO: Catalog Design – Rules of Engagement
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 recordings.
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.
Lois 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.
We would like to extend a gracious thank you to our generous DMA Catalog & Multichannel Marketing Segment Sponsors:
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