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 […]
Interim Dean George Mollo
President, GJM Associates
A 30+ year veteran of the direct marketing, wholesale and retail industries, George has served in senior executive positions for several direct mail companies, including start-ups and turn-arounds. These companies included Lillian Vernon Corporation, Genesis Direct, Disney Direct, and J. Crew Group, Inc.. George has hands-on experience at all levels of management, including financial, operational, systems and merchandising.
From the Catalog Blog:
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 […]
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 […]
Welcome to the College of Merchandising!
What makes a great merchant?
Merchandise is at the heart of every great catalog. Finding it, developing it, licensing it, and testing it are all part of of the merchant’s job. Catalog University has merchandising courses to help you become a great catalog merchant.
Take advantage of trends in the market
There are things that always sell; sparklers before the 4th, ties around Fathers Day, ham at Easter, and flowers in spring. Those aren’t trends. Trends are ever-changing and reflect the tastes and concerns of society at a given time. Harness that knowledge and you can find or develop merchandise that is coming into vogue rather than chasing someone elses success. If you are looking for information on current trends sign up for our free Pub Talks. Larry Shaw has promised to keep us up to date on what is up and coming. If you are interested in learning more about trends and how to spot them, check out his Pub Talk on “Spring 2014 Trends“. Larry starts off with a great primer on what makes a trend and how to identify current trends.
Courses on Merchandising Analysis
Our courses on Merchandising Analysis will help you understand where your strengths and weaknesses are and teach you to hone your assortment. Start with “The Art and Science of Merchandise Analysis“. Peg Ware will show you how to categorize your products effectively and how to understand the resulting data.
Learn more about other areas of cataloging
You can also learn more about other areas of cataloging that directly impact the success of your products by taking classes in any of the other colleges. Want to understand what makes great catalog creative? Check out “Core Principles in Catalog Creative” or “The New Call to Action and How to Make it Work“. Looking to shake things up? Watch Andy James, of New Pig, talk about “Web First Workflow: Is It Right for You?” and learn how changing to a web-first workflow radically increased efficiency for Merchandising, Marketing and Creative.
If you have questions or aren’t sure where to start just ask the Dean of Merchandising, Larry Shaw, he 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.