A friend and colleague, Kristen Stetson, asked me recently if I knew someone at The Company Store. I don’t, but when you are done reading this please pass it on if you do. The disconnect Kristen saw a headboard that she liked in The Company Store catalog. She was looking for a headboard so this […]
Dean Gina Valentino
President, Hemisphere Marketing
Gina’s 20 years in the catalog industry leverages experience and multi-channel disciplines. She has worked with catalogers such as Road Runner Sports, Disney Direct, Barrie Pace, Spiegel, See’s Candies, Home Depot Direct, Hickory Farms, and Spanx. Gina is a featured writer for MultiChannel Merchant Magazine. She serves as a judge for the Annual Catalog Awards and is also a member of the Printery House Advisory Board.
From the Catalog Blog:
The 3 rules of advertising are benefit, benefit, benefit When you want to increase sales of a product, the most important thing to do is determine the benefit. What is the product going to do for the customer? Most product copy focuses on the attributes, product specifications, what it does, what it’s made of, where it […]
Everytime you add new product you have to position it. Positioning is the story you tell the customer about why they want it and what it will do for them. The first and most important question is “What is it good for?” That isn’t a simple question—consider the avocado. In the 70’s, when avocado growers were […]
Welcome to the College of Marketing!
Learn catalog marketing from catalog experts
While catalog merchandising is the heart of a successful catalog, and catalog creative is the fabulous outfit and winning personality, catalog marketing is the legs, and without them you aren’t going anywhere. Great marketing is critical not only for finding the customers most likely to make a purchase, but also what lists and promotions work and which don’t.
For catalog marketers it begins with strategy and ends with analysis. If you are looking for a good basic course in marketing strategy start with “Strategic Marketing“. If you are looking for something irreverent, that will make you laugh and get your marketing juices flowing, check out “Un-marketing” with Scott Stratten. We guarantee you will never look at QR codes the same way.
Circulation and promotion planning classes to help you work smarter
If you want to learn best practices for developing a promotional strategy that works across channels check out “Building a Contact Plan” with industry veteran Jeff Govoni. For help with circulation check out “Introduction to Circulation Planning”
Analysis classes you won’t find anywhere else
Analysis is the backbone of great catalog marketing and Catalog University is the only place you will find great classes like “How to Develop a Square Inch Analysis“, and “Dollars per Book vs Response Rate for Prospecting“. The importance of analysis to successful catalog marketing can not be over-stressed. Every promotion, every catalog drop, and every list response are vital clues to understanding customer motivation, and improving response rates on your next catalog.
Learn something about the rest of cataloging
Think of Merchandising, Marketing and Creative like a three legged stool. In order to sit down you need to have all three legs in good working order. Understanding how all three work will help you create synergy with your catalog merchandise, creative execution, marketing, list rentals, promotions, and so much more. One of the great things about Catalog University is that you can learn about all areas of cataloging, in one place, for one low price. So go ahead and explore, see how things connect and learn to work better as a team. It will make you smarter, more efficient, and more valuable.
Take catalog design and strategy classes whenever it’s convenient
And for a fraction of what a single class would cost. There are a great selection of catalog marketing classes at Cat-U and we are adding more all the time. If you have questions or aren’t sure where to start just ask the Dean of Creative, Gina Valentino, She would be happy to answer questions and point you in the right direction.
Catalog University is dedicated to helping catalogers succeed! Half of your tuition goes directly to the deans and presenters. We feel that’s the best way to reward the working professionals who are taking time out of their busy schedules to help you succeed in the complex and fascinating world of catalogs.