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 […]
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:
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 […]
Over the last few years, we have been working with several internet pure play companies who are just getting into cataloging. One of the things I’ve noticed is they are very focused on the flow of the catalog. I think that coming from the internet they really value a narrative, because it’s really hard to […]
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.