Catalogue Reading

I had the opportunity to read a specialty catalog this week that offered more than 50 ideas to spruce up my yard. The catalog was divided into five different sections, each led with a lifestyle-based photo followed by product pictures. The copy detailed highlights, great tips and testimonials. They even quizzed you and had an answer on the next page.

As the Email Yogi, I was pleased that they sold email on page two! They also had references in the catalogue back to the website encouraging the reader to go find more online – further encouraging sign-up. Here are some of their reasons to subscribe to their email program:
1) Special tips
2) Special offers
3) New product sneak peeks
4) Fun contests and awesome prizes

The Early Bird
Follow this cataloger’s lead; the issue I reviewed went to their special buyers section, regular buyers who were members of an exclusive club. Being members entitled these customers to receive discounts and automated purchases based on predetermined frequency. Maybe this could apply to your offering, devote a special online section for your members asking them to sign into your community. This should be commercial-free but include the behind-the-scenes tracking so you can see where people visit – that way you can include those items in email campaigns.

Other great ideas that they had were the incorporation of quizzes – just be sure to provide the answers using another channel maybe through your call center, a recorded message or email.

Offer a video or photo tie – all of this company’s products were fun, outdoor products that could be captured and sent back. Ask users to send how they’ve personalized your product, where it’s installed… some may be entertaining. This also helps inspire your copy, focus on the lifestyle aspect and encourage people to read more online.

Finally, figure out how to tie your channels (regardless of the number), make sure they reinforce each other. My favorite travel club does an awesome job of pushing me to their email newsletter through direct mail pieces.

Flying In
If you’re in Vermont, join us next week! We’re focused on best multi-channel practices along with catalog readings for those need them – it’s similar to a palm reading, but more focused how to hook channels and enhance the customer experience. Sign-up for the Burlington session on our Panel of Peers site.