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by KATIE MULDOON
DRY AND BORING — this is what the majority of catalogs seem like these days. But take a closer look and you can come up with some innovative creative techniques that can liven things up.
1. Scream “new.” EyeWire has such a good time with its catalog, yet it's so instructive you want to flip through the entire contents. One of the main reasons is “New Blood,” a page near the front of the book that has a mini-index of items that are new to the catalog. Each of the four major categories in this index has its own expanded table of contents listed later in the book. These TOCs have tiny teasing pictures that anchor the four lines of copy describing what can be found in each category.
Based on what I've heard in focus groups, most customers can hardly get enough “new,” so screaming it repeatedly (but differently) each time excites the imagination and holds the reader's attention.
2. Answer customers' questions before they're asked. As We Change devotes the front page of its order form to “Helpful Answers.” This chart lists a problem, such as “stress,” and then indicates on what page in the catalog you can find the product that just might be the solution. If it's not in the catalog, the chart entry reads “Go to aswechange.com.”
Cross-referencing almost always increases sales and this is a superior form of it. In addition, we always recommend sending customers to the Web site for items other than those in the book, as you do not wish to stop a catalog sale that's in progress. Solutions on the Web are a great way to do it.
3. Be specific in Web site direction. As We Change could make its chart even better if it followed cataloger EyeWire's lead. When EyeWire notes a product cross-reference to its Web site, it lists exactly what to search for or what keyword to use to find the cross-reference on the site. Example: www.eyewire.com; search: photography; keyword: alternative relief.
4. Give dimension to your value statement. Early on in Dell's catalog the customer is presented with a “Dare 2 compare” chart that lists Dell against “Other” for every computer aspect. Readers are encouraged to “Use this chart” to see how clearly the savings stack up. Bloomingdale's sale catalog displays the sale price in the photo next to every single item. There's no need to search for it in the body copy.
5. Reinforce your positioning with real customers' examples. Upscale cataloger Frontgate showcases customers' luxurious homes on its opening spread, setting the tone for the entire catalog and providing instant credibility.
6. Use implied endorsements. Allen Brothers, the “Great Steakhouse Steaks” catalog, employs another version of what Frontgate has done. In this case, Allen Brothers features the logos of the establishments it serves. This visual is supplemented by a facsimile letter that explains why these “legendary restaurants” choose Allen Brothers.
7. Make your cover sparkle. UV coating adds even more dazzle to Shindigz's already bauble-and-bead-covered front page. Billed as the “World's Largest Party Superstore,” Shindigz' use of UV makes the cover's colors come alive. If you try it, don't UV the ink-jet area, as most printers don't get good ink coverage on UV.
8. Lay out all the options on one spread. Hold Everything neatly lines up its furniture offering in four tidy rows on two spreads. Each miniature photo has a size and price, allowing consumers to quickly and conveniently understand all options.
9. A line drawing is worth a thousand words. Design Within Reach wisely doesn't rely on customers understanding measurements; virtually every item has its own little line drawing, complete with measurements, to make things much clearer and cut down on returns.
10. Break up the monotony. Overused words and phrases have become a pet peeve, so it was refreshing to see two catalogs make minor but attention-getting adjustments on traditional savings dot-whacks. Kudos to Ross-Simons for the addition of “Splurge” to its savings message and Gardener's Eden, which has 67 innovative new products (not just your ordinary, everyday new items, but innovative ones!).
11. Don't be shy. “Doctors Foster & Smith and Peter Warehouse merge” shouts the headline on the former's cover. Too many change the company name and don't make it obvious to customers, causing unnecessary and sometimes sales-deflating confusion.
12. State clearly what makes your catalog different. Casual Living shows a “W” icon for clothes that are available in women's sizes and puts this audience-smart notice on the cover. And with this simple note on the cover — “Shipped in 1-5 Days” — Great Windows shows its customers that window coverings actually can be quickly ordered and received.
13. Make it affordable. Even if you have a high-ticket catalog, you can show your customers how they can afford to buy your products. Ethan Allen includes a financing chart that shows relatively low-cost payments (as low as $41 a month) for purchases from $2,000 to $50,000.
14. Try not to always be on promotion. Even though we're now in a highly promotional market, having sale after sale can dilute your positioning. One method of preventing this is to tie a promotion to an event rather than just offering savings. Mark, Fore & Strike gives $50 off in celebration of its 50th anniversary. And Gaiam Harmony showcases its “3rd annual ‘green’ sale.”
15. Humanize your approach. As other catalogs have done, L.L. Bean uses real people, but freshens the approach by teaming it with a feature of “Our favorites under $70.” Eight garments are shown as the “stars,” then little photos show the garments being worn by L.L. Bean employees.