Conversational Copy Helps Drive Henry Ford’s Catalog Success
A few weeks ago, I threw down the gauntlet to catalog marketers. Bored with what had come through my mailbox so far this holiday season, I challenged them to send me their latest books, if they thought their catalog had something special in creative, copy or offer.
Only one cataloger was brave enough to face the challenge.
Carol Kendra, CMO of The Henry Ford, kindly send me her institution’s latest catalog of gifts for review, and I had to say I was impressed, not only with the attractive photography but the conversational and chatty tone of the copy.
Via email, Carol answered a few questions about the catalog, which helps support the Henry Ford Dearborn, MI historical attraction’s mission. (And folks, the initial challenge still stands. Have a great catalog? Email me at [email protected]. I’d love to see a copy)
How long has the catalog been around?
The Henry Ford underwent an extensive rebranding in 2003, and the catalog was launched in 2005 as part of our national communications strategy
