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MULTICHANNEL MERCHANT » ARCHIVES FOR GLENDA SHASHO JONES
Catalogs are no longer just direct-selling tools: They drive web and store traffic, are a channel between technologies and, perhaps most important, communicate and build brand.
Everyone agrees, the most important catalog page is the front cover. It usually takes just seconds for the recipient to decide whether to keep the catalog or toss it
There are four main strategies that create successful front covers – those that grab the recipient
Authority sells. When consumers need or want to shop within a category, they go first to the brand they trust as the primary source of expert information
It’s not easy to present a strong, unified brand across all media. In fact, this is one of the most pressing creative challenges marketers face today.
It may be the middle of summer, but in the catalog world, the holiday season is here. Merchants have finalized their orders, marketers have anticipated
Are you guilty of leaving your catalog’s front and back cover planning and design until the last minute? And when you finally get to the covers, do you
Are you enlightened about pagination? Do your pages flow like a beautiful winding river, or are they as choppy as a stormy sea? Pagination is a mixture
Features and subfeatures help create an interesting and energetic catalog which also makes it easier for customers to shop. Here are a few techniques
Your catalog’s back cover should be front and center when you’re planning the book. Why? For many mailers, it’s the best-selling page in the catalog.