1. catalog design revolution: the consumer demand for a new medium presented by lois brayfield; president

2. print catalog ?

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

6. engaging customers 1

7. KNOW your customer!

8. what? how? why? three little questions …

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

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.

15. the value of customer excitement

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. WOW ing customers!

18. McKinsey & Company; January 2011

19. customer excitement is different than customer satisfaction

22. Epic Fail or Marketing Genius?

25. beyond the expected

26. Many of our “offers” have become nothing more than cost of entry benefits …

27. 2 support online activities

28. Direct marketers are at a disadvantage without a store presence … right? print + internet + mobile = new opportunities to engage

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!

34. Find more online! www.bore-me.com why?

35. be specific … include your “why” video

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. smart phones

39. online mobile commerce Mobile devices are increasingly used to conduct research, compare prices, and buy.

40. reasons why I’m drinking the mobile Kool-Aid 7

41. 1. closing the loop catalog

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

44. 4. “mocial” mobile exceeds computer when accessing social networks

46. 6. 100% track-able using advanced mobile native apps catalog drop-specific apps or codes

48. 2D codes

50. what compelling reason can you give prospects to leave an electronic trail online ? intriguing – compelling – entertaining - educational ICEE

51. do something different 3

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. Our brains are hardwired to notice what’s different.

54. Covers are your foremost opportunity to increase results. They are your first line of defense. Will they open your catalog, or not? covers

56. one-and-done

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.

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. Restoration Hardware

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

70. You are taking a gamble if you don’t do anything …

71. questions? FREE BRAND CHECK UP QUIZ! Scan and take the quiz!