But how do you put all the pieces of that plan together? Catalog drops, email campaigns, sales and special promotions need to work together to deliver a seamless marketing strategy. Too much of a good thing is NOT good and will lower response rates, turn off customers and reduce overall effectiveness of even the best promotions. You only have to drop a sale catalog too close to a full price book once to see exactly why having a contact plan is vital to a successful catalog marketing strategy.
A promotion plan is not a marketing plan or a merchandise plan, it is the master plan that tells the promotional story you’re telling your audience over the course of the year or season. In this course you will learn to see it like a storyboard and a narrative that is meant to be used by all areas of your company.
In this catalog marketing class, you will learn how to build and manage a contact plan. Industry expert Jeff Govoni explains how he breaks down the complex web, catalog and other multichannel promotions into a manageable spreadsheet. Sounds overwhelming? Jeff keeps it real and recommends, “Go ugly early”, because process is more important than perfection.
Jeff Govoni learned marketing from the ground up. Formerly the VP of Marketing at Gardner’s Supply, America’s leading direct-to-consumer garden products brand. Jeff uses a practical, easy to follow strategy for creating a marketing contact plan that is flexible and effective.