Real catalogs versus ideal catalogs

I remember debating the difference between real and ideal in a college philosophy class many moons ago. It really made me think about the pros and cons of each. Looking at the costs and benefits of real and ideal still comes in handy, because balancing real and ideal is a big part of my job as […]

How Much Should You Change?

Last year I had a client who was very put out with me because we didn’t change enough from the previous year. (Sales were up 17% so I knew we were on the right track.) This is one of those things that new catalogers seem to have a hard time with. I think it’s because they […]

Check The Merge/Purge for Freebies

Fresh eyes are usually a welcomed opportunity and in the Circulation Business, developing mail plans for clients allows me to look at the merge/purge data that most people don’t. And let me tell you, lotsa good stuff in the merge/purge data. Here are a few quick tips that may allow you to find some additional […]

DESIGN MATTERS!

Design matters. I believe this with all my heart. In my 30 years of working with brands large, small and in-between have only deepened my belief in this simple statement. Unfortunately, there’s too much bland design in the marketplace today… design that could and should be so much better. I’m talking about the kind of […]

Christmas is 26 Fridays Away. Really.

It’s July and the Hallmark Channel is introducing the 2015 Christmas Ornament so you know it’s time for your holiday marketing checklist.  You should be planning for a great 4th quarter (or 5th quarter if you are in the gift business) because the general outlook is in your favor. Consumer Confidence is up, and consumers […]

3 Axioms of Merchandising

An axiom, or postulate, is a premise or starting point of reasoning. The word comes from the Greek axíōma, “that which is thought worthy or fit” or “that which commends itself as evident.” As used in modern logic, an axiom is simply a premise or starting point for reasoning. There may be many more axioms that can apply to merchandising.  However, […]

Magalogs and Unicorns

As pure play, e-commerce companies look for ways to get new customers, and pay-per-click and display ads get more and more expensive, catalog are starting to look good again. But they are soooo old fashioned, the next generation will, of course, need to reinvent them and turn them into Magalogs. The wonders of the mythical Magalog […]

The Bribe or the Brand?

This holiday season, you’ll see more offers, promotions, teasers … well, more bribes to drive a sale than any other time of the year. With an expected holiday consumer spending more than $619 billion dollars, according to Internet Retailer, brands around the country are scrambling for their piece of the pie. Is the “bribe” necessarily […]

Copy Voice in the Age of SEO

Over the years I have heard the line, “Nobody reads copy anymore.” more times than I can count. Catalogs have cut copy in an effort to appeal to the “new” copy averse customer. Meanwhile on the web, thanks to the new Google algorithm, the BEST way to get ranked highly in search is to have […]

Are Catalogs on a Death March?

Really? Is anyone still asking this question? If you are working in the Omni-channel world I’m sure you almost smirk when hearing this question. It’s no secret catalogs simply work. Has the role of a catalog changed? Absolutely. While it still acts as a transactional tactic it’s role as a brand engagement tool is undeniable. […]