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Dean Lois Brayfield



02-07Lois_2

President J. Schmid & Assoc. Inc.
LBrayfield@CatalogUniversity.com
Lois Brayfield, has been making a difference in direct marketing for 30 years. She has worked with Hallmark, American Express(UK), HoneyBaked Ham, Wolfermans, IKEA, Sears (Canada), Ezibuy (Australia) and Marks & Spencer (UK.) She is a frequent speaker at conferences including the DMA Annual and NEMOA, a contributing writer for Multi-Channel Merchant and serves on the boards of NEMOA, ACMA and the Editorial board for Target Marketing.

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From the Catalog Blog:

Using catalog space for good and not evil

When someone says “Can we promote this in the catalog?” how do you answer? Catalogs can move the needle on a lot of fronts: customer acquisition, inventory issues, brand enhancement, and customer education. To do things effectively there needs to be a pretty relentless focus on the catalog’s strategy and costs. If you need to promote […]

Finding Meaningful Sales Attribution

Pre-internet, everyone talked about being top of mind. Ads made you top of mind with the customer, and no one knew how to attribute it to ad spend. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922) Attribution is a mysterious thing. You have […]

Engineering flexibility into your catalog pagination

Last year I took a fresh look at swapping out covers for versioning and realized that changing how the catalog signatures (pages that get printed together) were bound together allowed clients to have greater flexibility at very little cost. Here’s how it works. The traditional pagination for a 36-page catalog has a 4-page cover and […]


Welcome to the College of Creative!

New Classes

 

Is there a class that can teach you how to design a great catalog?

The answer is both simple and infinitely complex. There are design “rules” which, if understood and followed, can increase catalog demand, increase customer engagement, increase time on page, increase average order value, reduce returns and eliminate common inventory problems. Sounds amazing right? Great catalog creative does wonderful things but, (with something that amazing there is always a “but”), every catalog is different so the answer is not the same for everyone. Learning and understanding the most important design concepts is Job #1 for any new catalog designer.

And great catalog design intersects with catalog marketing and catalog merchandising. Think of them like a three legged stool – all three legs have to be in good working order. While the most important ingredient for catalog success is great merchandise, great creative is where the magic happens. If you are looking for a good basic course in catalog creative start with “Core Principles in Catalog Creative” It will walk you through the creative process starting with the macro elements like Brand and Marketing Strategy, then drill down into the micro elements like Pagination, Hot Spots and Messaging. There are lots more classes on catalog design as well as recorded Pub Talks with catalog all-stars like Lois Brayfield, and Jeff Ryan.

Creating a compelling Brand

One of the most important jobs in catalog creative is making sure that the design, photography, and copywriting are in sync and are a reflection of your company’s brand. If you are looking for a great class on how to create brand cohesion across channels check out “Consider a Brand Campaign“. You’ll find it in the creative strategy courses.

Pick up copy writing tips

Wouldn’t it be great to have the head writer at L.L. Bean give you pointers on how to write great catalog copy? Check out “10 Ghoulish Copywriting Mistakes NOT to make” with Bean alumnus Jeff Ryan. Want to take it to the next level? “Storytelling to Create Product Stickiness” delves into how using stories can increase engagement and make an ordinary product into something compelling.

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 design 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, Lois Brayfield. 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 subscription goes directly to our 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.