Live from ACCM: Catalogers Clamor for Critiques

Boston–During Monday afternoon’s Catalog Critique session at the Annual Conference for Catalog & Multichannel Merchants (ACCM), catalogers were eager to get free analysis direct from industry experts–and pleased with the feedback afterward.

Craig Livernoche, for one, found his session with Carol Worthington-Levy illuminating. The marketing director for gourmet foods merchant DineWise, Livernoche says his company is a newcomer to the catalog business, having just launched its book in the fourth quarter of fiscal 2006. It’s been such a success, he says, that the 250,000 initial circulation will more than double in 2007 and increase even more in 2008.

Among the advice that Worthington-Levy, a partner, creative services, at catalog consultancy Lenser, gave to Livernoche was to stress DineWise’s quick and easy cooking solutions. Worthington-Levy talked about making items more “eye friendly,” using bigger teasers about certain items, and keeping copy as close to the picture as possible. “Use more delicious language,” she offered. “It’s a first-class dining experience without any effort at all.”

Madeline Fairbanks, creative director for Country Casual, was equally delighted after her critique from Worthington-Levy. Country Casual’s catalog sells high-end outdoor furniture. Fairbanks said some of Worthington-Levy’s suggestions included using different type fonts in copy and altering the placement of order forms.

“She gave us kudos for some of the things we’re already doing,” Fairbanks said. “I’m very happy.”

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