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13 09-15 cat class session 1&2

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Catalogue Masterclass (parts 1&2) delivered by Martin Harvey and Mel Henson at ECMOD, Olympia on 17th September 2013. For more information contact martinharvey@btconnect.com or mel@wordsthatsell.co.uk

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Welcome To The Catalogue Masterclass Martin Harvey Mel Henson 17th September 2013
So ¨C Are Catalogues Still Important?
A Gentle Introduction¡­. ¡­. Which One WON?
Which one won?
Which one won?
Which one won?
Which one won?
Which one won?
Which one won?
Which one won?
13 09-15 cat class session 1&2
13 09-15 cat class session 1&2
Which one won?
Which one won?
Which one won?
Introducing the ¡®7 Golden Rules¡¯ of Catalogue Marketing 1. Knowledge is Key ¨C Focus on Analysis and Insight 2. Manage Your Costs ¨C Design, Print, Paper, Size, Weight 3. Plan for Profit ¨C Range and Page Planning is a Serious Discipline 4. Maximise Page Sales ¨C With Devices, Offers, Affinity Products ¨C They All Add Value 5. Target With Precision ¨C Hygiene, Selection and Segmentation 6. Test New Concepts for Optimisation ¨C Test, Test and Test Again 7. Monitor Everything You ¨C Otherwise You¡¯ll Never Learn
How to get a winning catalogue The plan for this morning Session 1 ¨C Homework and Economics ? Analysis & Insight ? Size & Shape ? Print Runs and Costs Session 2 ¨C The Catalogue Plan ? The Flatplan ? Offers & Affinity Products ? Hotspots 10.30am ¨C 11.00am Coffee Break Session 3 ¨C Mailing Plans ? Segmentation ? Testing ? Monitoring Session 4 - Conclusions ? Critique session ? Questions
Differentiate or Die ¨C The Big Challenge! Winning Catalogues are Better Catalogues - Break Away From the Crowd - Define Your Competitive Points of Difference - Make Your Catalogue Stand Out in the Competitive Crowd - Make Your Competitors Followers - Set the Market Standard - REMEMBER ¨C Small Differences Produce Returns ¨C BUT Multiple Small Differences can produce a Paradigm Shift
The Starting Point ¡­ a Traditional Catalogue Lacking Inspiration Total
A Complete Makeover Helped Treble Sales in 5 Years¡­
Modernised Design and Square Format ¨C Retaining Classic Marshalls Branding. Competitors All landscape and Traditional Clear Brand Statement Strong Value Call to Action and Fertiliser Up-Sell Proposition and Interest on Front Cover
Clear Signposting on Page 2 & 3 Classic Format ¡­Guarantee , Delivery and Contents
The OLD ¨C Product Pages ¡¯Illustrated Price Lists¡¯
NEW - Editorial, Graphics, Flashes, Offers, Heroes, Headers Varied image formats, fewer products per page + more pages¡­ ¡­ but no extra postage cost.
Analysis & Insights - Historic Page Sales Analysis - The Benefits of Single Customer View Analysis - Monitoring Drive to Site Sales - Square Inch Performance (Sqinch)
Track Sales by Item and by Page¡­ ¡­ Compare Year on Year My Catalogue Page Sales - Autumn 2013 Page Total Sq Inch Index Total Sep- Dec Sep-Dec Cat Page Space % Item Description Price Margin Items Value Sales Margin 2012 Change % Notes 4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 ?15,001 500 325 ?11,548 29.9% 4 20% Bio-Gard Skin Protector 5.85 72.0% 1132 ?6,163 ?21,164 308 222 New 5 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 ?5,649 565 169 ?4,893 15.4% 5 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 ?5,607 280 118 ?7,495 -25.2% Weak copy / image 5 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 ?1,696 113 44 ?1,956 -13.3% Drop Next Season - Watch Stock 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 ?7,766 777 466 ?5,465 42.1% 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 ?11,868 791 475 New Star Choice / New 5 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 ?11,225 561 219 ?9,400 19.4% Special Offer This Year 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 ?3,377 ?47,188 338 263 ?2,564 31.7% Affinity Product - New Pack Pet-Vet Vitamins 6 etc Total Sep-Dec
My Catalogue Page Sales - Autumn 2013 Cat Page Space % Item Description Price Margin Items Value 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 ?15,001 4 20% Bio-Gard Skin Protector 5.85 72.0% 1132 ?6,163 5 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 ?5,649 5 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 ?5,607 5 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 ?1,696 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 ?7,766 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 ?11,868 5 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 ?11,225 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 ?3,377 Pet-Vet Vitamins 6 etc Total Sep-Dec Track Sales, Profit + Space / Item
My Catalogue Page Sales - Autumn 2013 Sq Inch Index Total Sep- Dec Sep-Dec Cat Page Space % Item Description Sales Margin 2012 Change % Notes 4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major 4 30% Bio-Gard Hand 24 hr Sanitiser 500 325 ?11,548 29.9% 4 20% Bio-Gard Skin Protector 308 222 New 5 10% Bacterial Hygiene Tester Strips x 10 565 169 ?4,893 15.4% 5 20% Bio-Gard 30 Day Clothes protector 280 118 ?7,495 -25.2% Weak copy / image 5 15% Bio-Gard Toilet Wipes 113 44 ?1,956 -13.3% Drop Next Season - Watch Stock 5 10% Foot-Gard Sock and Shoe Sanitiser 777 466 ?5,465 42.1% 5 15% Foot-Gard Anti Fungal Foot Spray 791 475 New Star Choice / New 5 20% Body-Gard Travellers' 4 Pack 561 219 ?9,400 19.4% Special Offer This Year 5 10% Ultra-Sure Tired Eyes Travel Freshener 338 263 ?2,564 31.7% Affinity Product - New Pack Pet-Vet Vitamins Track Square Inch Sales and Profit Indexes¡­ ¡­ and Make Notes
Keep and Eye on Week x Week and Month x Month Performance My Catalogue Page Sales - Autumn 2013 Cat Page Space % Item Description Price Items Items Items Items Items 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 460 692 39 0 1191 4 20% Bio-Gard Skin Protector 5.85 417 426 207 82 1132 5 10% Bacterial Hygiene Tester Strips x 10 3.95 731 606 211 39 1587 5 20% Bio-Gard 30 Day Clothes protector 4.95 460 692 39 0 1191 5 15% Bio-Gard Toilet Wipes 5.65 102 129 72 5 308 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 329 355 182 29 895 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 622 748 215 3 1588 5 20% Body-Gard Travellers' 4 Pack 10.95 394 428 213 24 1059 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 350 266 84 0 700 Pet-Vet Vitamins 6 etc Sept Oct Nov Dec Total
Analysis and Insight is a Holistic Process Back Office Sales Analysis V Single Customer View Back Office Sales Limitations - Single Data Sets - Often Includes Sales from Other Campaigns - Ignores Customer Segments - No Channel Analysis - Ignores Sales of Other Products Look At You Catalogue as a SALES DRIVER ¡­ ¡­ ANALYSE the TOTAL IMPACT of the catalogue mailing on those CUSTOMERS MAILED.
Track by Channel and Customer Segment My Catalogue Page Sales - Autumn 2013 Page Total Cat Page Space %Item Description Price Value Web Sales Page Total Web Sales % Web Page Total Web Notes 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 ?15,001 ?9,481 63.2% Email Wk 33 4 20% Bio-Gard Skin Protector 5.85 ?6,163 ?21,164 ?3,538 ?13,018 57.4% 61.5% 5 10% Bacterial Hygiene Tester Strips x 10 3.95 ?5,649 ?2,389 42.3% 5 20% Bio-Gard 30 Day Clothes protector 4.95 ?5,607 ?2,119 37.8% 5 15% Bio-Gard Toilet Wipes 5.65 ?1,696 ?288 17.0% 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 ?7,766 ?3,743 48.2% Email Wk 33 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 ?11,868 ?5,044 42.5% 5 20% Body-Gard Travellers' 4 Pack 10.95 ?11,225 ?8,587 76.5% Home Page Oct 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 ?3,377 ?47,188 ?1,979 ?24,150 58.6% 51.2% Grand Total Catalogue Products 83.4% ?785,269 ?421,689 53.7% Sales Other Products 16.6% ?156,340 ?143,989 92.1% Total Sales 100.0% ?941,609 ?565,679 100.0% Total
Track Customer Groups, Promotions¡­ Just About Any Significant Element My Catalogue Page Sales - Autumn 2013 x Customer Group Sq Inch Index Cat Page Space % Item Description Sales Total > 5 x Buyers 3 - 5 x Buyers 2 x Buyers 1 x Cat Buyers 1 x Ad Buyers 1 x Insert Buyers 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 500 252 320 324 757 852 985 4 20% Bio-Gard Skin Protector 308 758 650 452 50 72 56 5 10% Bacterial Hygiene Tester Strips x 10 565 450 521 568 750 850 940 5 20% Bio-Gard 30 Day Clothes protector 280 970 762 350 175 160 160 5 15% Bio-Gard Toilet Wipes 113 13 25 17 560 680 520 5 10% Foot-Gard Sock and Shoe Sanitiser 777 5 15% Foot-Gard Anti Fungal Foot Spray 791 5 20% Body-Gard Travellers' 4 Pack 561 5 10% Ultra-Sure Tired Eyes Travel Freshener 338 Pet-Vet Vitamins High Sales to Newer Buyers
Analysis Footnote¡­ ¡­Teams and Catalogue Conferences Catalogue Planning is Most Often a Team Effort ¡­so¡­ 1- prepare analyses with the team in mind ¨C - marketing and data marketing - buyers and merchandisers - catalogue production and design 2- aiming to provide as much information as possible¡­ 3 - in a clear concise format that is relevant to all disciplines.
The Catalogue Physique Page Dimensions Nr. of Pages (New Customers / Multibuyers) Weight ¨C Standard Letter v Large Letter Staples v Perfect Bound Main Catalogue v Reminder Programmes Naked Mailings v Wrapped Mailings Order Forms / Flyers / Letters and Envelopes Cost
Catalogue Size and Weight - Main or Reminder Mailing - Customers or Prospects - Active or Inactive Buyers - Standard or Large Letter - Portrait or Landscape - Naked or Wrapped
Saddle Stitched or Perfect Bound PERFECT BOUND - Improves Keepability - Perfect Bound Adds Cost - Not Suitable < 48 pages - Necessary > 120 pages - Spine = Valuable Visible Branding and Title Space
Order Forms ¨C Flyers and Letters - Costly Perhaps - Powerful for Personalistaion - Benefits Niche and Aggressive Promotions (Sweepstakes / Free Gifts) - Uplift Response Significantly - Valuable for Hero Offer Upsells
The 4 Stages of Flatplanning 1 - Listing 2 - Grouping 3 - Allocating 4 - Flatplan
The 4 Stages of Flatplanning 1 - Listing 2 - Grouping 3 - Allocating 4 - Flatplan
Blank flatplan Project____________ Version ____ Date ____________ BACK COVER FRONT COVER 2 ?Intro ?Contents ?Guarantee 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 ?Order Form ?Recommend a Friend form
Real life flatplan
Hotspots ¡­ Make or Break Product Page Position Planning
HOTSPOTS & COLD SPOTS
How people flick through a catalogue
How people look at a dps
Eye Magnets
HOTSPOTS & COLD SPOTS
Eye Magnets Portrait Eye Contact
Eye Magnet Full length Close up of face
Eye Magnets Mid tones/cold colours Loud colours/warm colours
Eye Magnets Black & white Colour
Eye Magnets Small Large
Eye Magnets Square Round
Eye Magnets Landscape Portrait
CATALOGUE DESIGN DEVICES
Flashes & Starbursts ? Designed to attract attention ? New ? Best seller ? Great value ? Save ?5 ? Exclusive ? 50% OFF ? Director¡¯s choice ? Special offer ? Reader offer
Flashes & Starbursts
Icons ? Usually for Information Guidance Differentiation & Comparison ? Generally use at the bottom of the product
Call Outs ? For complex or feature packed products ? Ideal for features not obvious from photo
Insets ? Similar to call-outs ? Designed to emphasise one aspect or benefit of the product
Info Boxes ? Save space by avoiding repetition ? Add credibility ? Increase AOV
Disclaimers ? A type of info box you have to put in but would rather not ? Use dull colours, small fonts, no graphics to recess it from the page.
Spread Introductions ? Design so that it¡¯s obvious it applies to everything on the page
HYS (Have you seen?) ? Used to link related products in different parts of the catalogue
Testimonials ? Spread throughout the catalogue, not on one page ? Must look different from other graphic elements
Guarantees Adds credibility and reassurance = SALES Brand appropriate Promise and a Guarantee
Guarantees Promise and a guarantee Use symbols of trust
SUMMARY ? Catalogue design is not graphic design ? Think about the information - use the relevant device ? ¡°Pretty doesn¡¯t sell¡±
Let¡¯s Have a Break Now

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13 09-15 cat class session 1&2

  • 1. Welcome To The Catalogue Masterclass Martin Harvey Mel Henson 17th September 2013
  • 2. So ¨C Are Catalogues Still Important?
  • 16. Introducing the ¡®7 Golden Rules¡¯ of Catalogue Marketing 1. Knowledge is Key ¨C Focus on Analysis and Insight 2. Manage Your Costs ¨C Design, Print, Paper, Size, Weight 3. Plan for Profit ¨C Range and Page Planning is a Serious Discipline 4. Maximise Page Sales ¨C With Devices, Offers, Affinity Products ¨C They All Add Value 5. Target With Precision ¨C Hygiene, Selection and Segmentation 6. Test New Concepts for Optimisation ¨C Test, Test and Test Again 7. Monitor Everything You ¨C Otherwise You¡¯ll Never Learn
  • 17. How to get a winning catalogue The plan for this morning Session 1 ¨C Homework and Economics ? Analysis & Insight ? Size & Shape ? Print Runs and Costs Session 2 ¨C The Catalogue Plan ? The Flatplan ? Offers & Affinity Products ? Hotspots 10.30am ¨C 11.00am Coffee Break Session 3 ¨C Mailing Plans ? Segmentation ? Testing ? Monitoring Session 4 - Conclusions ? Critique session ? Questions
  • 18. Differentiate or Die ¨C The Big Challenge! Winning Catalogues are Better Catalogues - Break Away From the Crowd - Define Your Competitive Points of Difference - Make Your Catalogue Stand Out in the Competitive Crowd - Make Your Competitors Followers - Set the Market Standard - REMEMBER ¨C Small Differences Produce Returns ¨C BUT Multiple Small Differences can produce a Paradigm Shift
  • 19. The Starting Point ¡­ a Traditional Catalogue Lacking Inspiration Total
  • 20. A Complete Makeover Helped Treble Sales in 5 Years¡­
  • 21. Modernised Design and Square Format ¨C Retaining Classic Marshalls Branding. Competitors All landscape and Traditional Clear Brand Statement Strong Value Call to Action and Fertiliser Up-Sell Proposition and Interest on Front Cover
  • 22. Clear Signposting on Page 2 & 3 Classic Format ¡­Guarantee , Delivery and Contents
  • 23. The OLD ¨C Product Pages ¡¯Illustrated Price Lists¡¯
  • 24. NEW - Editorial, Graphics, Flashes, Offers, Heroes, Headers Varied image formats, fewer products per page + more pages¡­ ¡­ but no extra postage cost.
  • 25. Analysis & Insights - Historic Page Sales Analysis - The Benefits of Single Customer View Analysis - Monitoring Drive to Site Sales - Square Inch Performance (Sqinch)
  • 26. Track Sales by Item and by Page¡­ ¡­ Compare Year on Year My Catalogue Page Sales - Autumn 2013 Page Total Sq Inch Index Total Sep- Dec Sep-Dec Cat Page Space % Item Description Price Margin Items Value Sales Margin 2012 Change % Notes 4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 ?15,001 500 325 ?11,548 29.9% 4 20% Bio-Gard Skin Protector 5.85 72.0% 1132 ?6,163 ?21,164 308 222 New 5 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 ?5,649 565 169 ?4,893 15.4% 5 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 ?5,607 280 118 ?7,495 -25.2% Weak copy / image 5 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 ?1,696 113 44 ?1,956 -13.3% Drop Next Season - Watch Stock 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 ?7,766 777 466 ?5,465 42.1% 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 ?11,868 791 475 New Star Choice / New 5 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 ?11,225 561 219 ?9,400 19.4% Special Offer This Year 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 ?3,377 ?47,188 338 263 ?2,564 31.7% Affinity Product - New Pack Pet-Vet Vitamins 6 etc Total Sep-Dec
  • 27. My Catalogue Page Sales - Autumn 2013 Cat Page Space % Item Description Price Margin Items Value 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 ?15,001 4 20% Bio-Gard Skin Protector 5.85 72.0% 1132 ?6,163 5 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 ?5,649 5 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 ?5,607 5 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 ?1,696 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 ?7,766 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 ?11,868 5 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 ?11,225 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 ?3,377 Pet-Vet Vitamins 6 etc Total Sep-Dec Track Sales, Profit + Space / Item
  • 28. My Catalogue Page Sales - Autumn 2013 Sq Inch Index Total Sep- Dec Sep-Dec Cat Page Space % Item Description Sales Margin 2012 Change % Notes 4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major 4 30% Bio-Gard Hand 24 hr Sanitiser 500 325 ?11,548 29.9% 4 20% Bio-Gard Skin Protector 308 222 New 5 10% Bacterial Hygiene Tester Strips x 10 565 169 ?4,893 15.4% 5 20% Bio-Gard 30 Day Clothes protector 280 118 ?7,495 -25.2% Weak copy / image 5 15% Bio-Gard Toilet Wipes 113 44 ?1,956 -13.3% Drop Next Season - Watch Stock 5 10% Foot-Gard Sock and Shoe Sanitiser 777 466 ?5,465 42.1% 5 15% Foot-Gard Anti Fungal Foot Spray 791 475 New Star Choice / New 5 20% Body-Gard Travellers' 4 Pack 561 219 ?9,400 19.4% Special Offer This Year 5 10% Ultra-Sure Tired Eyes Travel Freshener 338 263 ?2,564 31.7% Affinity Product - New Pack Pet-Vet Vitamins Track Square Inch Sales and Profit Indexes¡­ ¡­ and Make Notes
  • 29. Keep and Eye on Week x Week and Month x Month Performance My Catalogue Page Sales - Autumn 2013 Cat Page Space % Item Description Price Items Items Items Items Items 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 460 692 39 0 1191 4 20% Bio-Gard Skin Protector 5.85 417 426 207 82 1132 5 10% Bacterial Hygiene Tester Strips x 10 3.95 731 606 211 39 1587 5 20% Bio-Gard 30 Day Clothes protector 4.95 460 692 39 0 1191 5 15% Bio-Gard Toilet Wipes 5.65 102 129 72 5 308 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 329 355 182 29 895 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 622 748 215 3 1588 5 20% Body-Gard Travellers' 4 Pack 10.95 394 428 213 24 1059 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 350 266 84 0 700 Pet-Vet Vitamins 6 etc Sept Oct Nov Dec Total
  • 30. Analysis and Insight is a Holistic Process Back Office Sales Analysis V Single Customer View Back Office Sales Limitations - Single Data Sets - Often Includes Sales from Other Campaigns - Ignores Customer Segments - No Channel Analysis - Ignores Sales of Other Products Look At You Catalogue as a SALES DRIVER ¡­ ¡­ ANALYSE the TOTAL IMPACT of the catalogue mailing on those CUSTOMERS MAILED.
  • 31. Track by Channel and Customer Segment My Catalogue Page Sales - Autumn 2013 Page Total Cat Page Space %Item Description Price Value Web Sales Page Total Web Sales % Web Page Total Web Notes 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 ?15,001 ?9,481 63.2% Email Wk 33 4 20% Bio-Gard Skin Protector 5.85 ?6,163 ?21,164 ?3,538 ?13,018 57.4% 61.5% 5 10% Bacterial Hygiene Tester Strips x 10 3.95 ?5,649 ?2,389 42.3% 5 20% Bio-Gard 30 Day Clothes protector 4.95 ?5,607 ?2,119 37.8% 5 15% Bio-Gard Toilet Wipes 5.65 ?1,696 ?288 17.0% 5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 ?7,766 ?3,743 48.2% Email Wk 33 5 15% Foot-Gard Anti Fungal Foot Spray 7.75 ?11,868 ?5,044 42.5% 5 20% Body-Gard Travellers' 4 Pack 10.95 ?11,225 ?8,587 76.5% Home Page Oct 5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 ?3,377 ?47,188 ?1,979 ?24,150 58.6% 51.2% Grand Total Catalogue Products 83.4% ?785,269 ?421,689 53.7% Sales Other Products 16.6% ?156,340 ?143,989 92.1% Total Sales 100.0% ?941,609 ?565,679 100.0% Total
  • 32. Track Customer Groups, Promotions¡­ Just About Any Significant Element My Catalogue Page Sales - Autumn 2013 x Customer Group Sq Inch Index Cat Page Space % Item Description Sales Total > 5 x Buyers 3 - 5 x Buyers 2 x Buyers 1 x Cat Buyers 1 x Ad Buyers 1 x Insert Buyers 4 50% Bio-Gard Personal Hygiene 4 30% Bio-Gard Hand 24 hr Sanitiser 500 252 320 324 757 852 985 4 20% Bio-Gard Skin Protector 308 758 650 452 50 72 56 5 10% Bacterial Hygiene Tester Strips x 10 565 450 521 568 750 850 940 5 20% Bio-Gard 30 Day Clothes protector 280 970 762 350 175 160 160 5 15% Bio-Gard Toilet Wipes 113 13 25 17 560 680 520 5 10% Foot-Gard Sock and Shoe Sanitiser 777 5 15% Foot-Gard Anti Fungal Foot Spray 791 5 20% Body-Gard Travellers' 4 Pack 561 5 10% Ultra-Sure Tired Eyes Travel Freshener 338 Pet-Vet Vitamins High Sales to Newer Buyers
  • 33. Analysis Footnote¡­ ¡­Teams and Catalogue Conferences Catalogue Planning is Most Often a Team Effort ¡­so¡­ 1- prepare analyses with the team in mind ¨C - marketing and data marketing - buyers and merchandisers - catalogue production and design 2- aiming to provide as much information as possible¡­ 3 - in a clear concise format that is relevant to all disciplines.
  • 34. The Catalogue Physique Page Dimensions Nr. of Pages (New Customers / Multibuyers) Weight ¨C Standard Letter v Large Letter Staples v Perfect Bound Main Catalogue v Reminder Programmes Naked Mailings v Wrapped Mailings Order Forms / Flyers / Letters and Envelopes Cost
  • 35. Catalogue Size and Weight - Main or Reminder Mailing - Customers or Prospects - Active or Inactive Buyers - Standard or Large Letter - Portrait or Landscape - Naked or Wrapped
  • 36. Saddle Stitched or Perfect Bound PERFECT BOUND - Improves Keepability - Perfect Bound Adds Cost - Not Suitable < 48 pages - Necessary > 120 pages - Spine = Valuable Visible Branding and Title Space
  • 37. Order Forms ¨C Flyers and Letters - Costly Perhaps - Powerful for Personalistaion - Benefits Niche and Aggressive Promotions (Sweepstakes / Free Gifts) - Uplift Response Significantly - Valuable for Hero Offer Upsells
  • 38. The 4 Stages of Flatplanning 1 - Listing 2 - Grouping 3 - Allocating 4 - Flatplan
  • 39. The 4 Stages of Flatplanning 1 - Listing 2 - Grouping 3 - Allocating 4 - Flatplan
  • 40. Blank flatplan Project____________ Version ____ Date ____________ BACK COVER FRONT COVER 2 ?Intro ?Contents ?Guarantee 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 ?Order Form ?Recommend a Friend form
  • 42. Hotspots ¡­ Make or Break Product Page Position Planning
  • 44. How people flick through a catalogue
  • 45. How people look at a dps
  • 49. Eye Magnet Full length Close up of face
  • 50. Eye Magnets Mid tones/cold colours Loud colours/warm colours
  • 51. Eye Magnets Black & white Colour
  • 56. Flashes & Starbursts ? Designed to attract attention ? New ? Best seller ? Great value ? Save ?5 ? Exclusive ? 50% OFF ? Director¡¯s choice ? Special offer ? Reader offer
  • 58. Icons ? Usually for Information Guidance Differentiation & Comparison ? Generally use at the bottom of the product
  • 59. Call Outs ? For complex or feature packed products ? Ideal for features not obvious from photo
  • 60. Insets ? Similar to call-outs ? Designed to emphasise one aspect or benefit of the product
  • 61. Info Boxes ? Save space by avoiding repetition ? Add credibility ? Increase AOV
  • 62. Disclaimers ? A type of info box you have to put in but would rather not ? Use dull colours, small fonts, no graphics to recess it from the page.
  • 63. Spread Introductions ? Design so that it¡¯s obvious it applies to everything on the page
  • 64. HYS (Have you seen?) ? Used to link related products in different parts of the catalogue
  • 65. Testimonials ? Spread throughout the catalogue, not on one page ? Must look different from other graphic elements
  • 66. Guarantees Adds credibility and reassurance = SALES Brand appropriate Promise and a Guarantee
  • 68. SUMMARY ? Catalogue design is not graphic design ? Think about the information - use the relevant device ? ¡°Pretty doesn¡¯t sell¡±
  • 69. Let¡¯s Have a Break Now