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Catalog 3.0
The New Call-to-Action
Lois Brayfield, CEO; J.Schmid
and
Glenda Lehman Ervin,
VP Marketing; Lehman’s
(Daughter of Founder, Jay Lehman)
CHANGE
Record Industry - 1889

RIP - 2003

Newspaper Industry - 1605

RIP - 2000

Brokerages - 1801

RIP - 1997

Book Industry - 1439

Travel Planning - 1758

Telephone - 1876

RIP - 2010

RIP - 2007

RIP - 2008
EVOLVED
What has
not changed?
Proactive
It’s Still Works!
Multiple studies prove the value
of a catalog. It continues to be
the most cost effective
acquisition and retention tool
for many brands.
Forrester, ACMA, DMA, McKinsey & Co.
It’s Still Works!
In 2012, 18% traditional retail
brands utilized the use of a
catalog as a part of their
marketing tool box.
McKinsey & Co.
What has not changed
hot
spots

eyeflow

hierarchy
hotspots
covers

shoulder invented
spreads
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
hotspots
eye
starts
here
hotspots
eye
starts
here

WOW
hierarchy
2

1. photo or illustration
2. attention-getting
graphics or copy
3. price
4. product headline and
body copy

1
4
3
hierarchy
1. photo or illustration
2. attention-getting
graphics or copy
3. price
4. product headline and
body copy

1
4
3
Product benefits must be
understood at a glance.
Otherwise perceived value
may be lost.
image + price = verisimilitude
Restoration Hardware
What has not changed
hot
spots

eyeflow

hierarchy
Catalog 3.0: The New Call-To-Action
goal of all catalogs?
What HAS changed?

customer
What has changed?
An Amazing Advertising Tactic

voice
of your
brand

tell
stories

call-toaction
brand
The perception a consumer
has of your product or service.
cool
craving

collection
fear

Neuro-Marketing
High–tech brain scanning techniques, such as MRI
and EEG, to investigate brain activity. This neuro–
imaging hardware enables us to examine and analyze
what really drives our behavior, our opinions and
our preferences.
Buyology; Martin Lindstrom
“Nearly 90% of our
consumer buying behavior
is unconscious, and we
can’t actually explain our
preferences.”
Martin Lindstrom; Buyology
Higher order benefit

The emotional reason
customers choose to do
business with you.
confidence

securit
esteem
y

time

adventu escape
re cool factor
= escape and indulge

?

= affordable style
= old-fashioned comfort

= reach your creative potential
“Understanding and then
effectively marketing your higher
order benefit is one of seven
essentials to becoming a billion
dollar company.”
Dave Thompson; Blueprint to a Billion
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Focus on HIM
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
You must prove & protect
your “why” over and
over again to create the
desired perception.
stories
Successful Brands
of the Future
Simple
Prime

Oligarchy:
Governed by a few
Artisanal
A story to tell …
?

Bold
authentic
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
themes
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
layering
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
By far, the number one
reason consumers browse
a catalog is to find
something unique.
ACMA, 2012.
brand
empathetic stories

assets

assets
assets

assets

Narrative – Photography – Copy – Content - Video

catalog

e-comm

social

mobile
call-to-action
goal of catalogs
sell
product

engage

Brands able to engage customers at a meaningful
level are 63% more likely to convert to purchase
activity!
McKinsey &Company; 2012
“I want it”
call-to-action

print

digital

Considering
“61% of catalog recipients claim
they browse catalogs first and
complete their purchases online.”
ACMA; 2012 Survey
Do SOMETHING!
Catalog 3.0: The New Call-To-Action
What triggers
will get prospects
on first base?
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
+46%
catalog
co-op lists
+ overlays
free online offer
relevant guide

research

search
+ social

additional 1.8% raise hand
convert at 27%

trigger email offer
welcome message
trigger email
geo-specific offer
and more …
Catalog 3.0: The New Call-To-Action
Many of our “offers” have
become nothing more than
cost of entry benefits …
the invite
Catalog 3.0: The New Call-To-Action
Tony Hsieh’s rules of engagement:

ICEE

 Interesting
 Compelling
 Entertaining
 Educational
FOLLOW US ONLINE!

Discover your design
style!Find decorating ideas,
entertaining tips or find help for
your next project. Follow us!

good, better, best
campaign

A strategic and methodical series of events
delivered across multiple tactics that
expresses your brand in a meaningful way.
The goal is to engage and excite customers
and prospects alike.
campaign
Customer excitementis
different than
customer satisfaction.
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
Fenway Park - Rain Delay Sponsors

Sold out in
5 minutes!
$59.95

“Up-cycle” the rain delay tarp
Catalog 3.0: The New Call-To-Action
Catalog 3.0: The New Call-To-Action
“The secret is respecting the
consumer. You are interrupting
their life. All advertising is
unwanted, so if you’re going to
crash the party, bring some
champagne with you.”
Bob Thacker,
Sr. VP-Marketing &Advertising; OfficeMax
As a dog returns to its
vomit, so a fool repeats
his foolishness.
Proverb 26:11
Catalog 3.0: The New Call-To-Action

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