Catalogers need to focus on what is really important to their brand for driving both sales and long term growth, according to Charles Silver, vice president of marketing, Bloomingdale’s Direct.
Silver and several other catalog pros spoke on a panel about catalog brand growth tips Friday at the New England Mail Order Association’s spring conference in Cambridge, MA.
As an example, Silver cited Eastwood, an automotive cataloger. In 2000, the company had six business areas – tools, diecast collectible cars, professional, Sears, retail and the Web. Managing the different lines was difficult, said Silver, and growth was inconsistent and not sustainable.
Five years later, the company has eliminated the diecast, professional and Sears businesses, and de-emphasized retail. The focus has been shifted to tools, the Internet and product development. The business initially shrunk, but is now profitable.
Disney was in a similar situation. In 1992, the company had four kids’ catalogs, and was annually breaking even at about $60 million. The company refocused the business on adult gifts and collectibles, offering more exclusive merchandise not available elsewhere. By 1996, the catalog was a $100 million business, and Disney eventually sold off the less profitable catalog areas.
Ted Pamperin, chairman of the catalog consulting firm American Catalog Partnerships, told attendees companies need to regularly define and reaffirm not only their brand vision, but the target consumer and the range of attributes of products and services offered to the marketplace as well.
“You can’t ask the market what you should be,” Pamperin said. “Define yourself and then see if the market will accept it. Define what you and your business.”
Catalogers should also improve the visual strength of their brand presentation, said consultant Glenda Shasho-Jones. “Put a face on the brand,” she said. “A strong brand should be hard to copy.”
As examples of strong brands, she cited Lands’ End, which is known for the wit in its catalog copy; J.Jill, which has cornered the market on a relaxed image for women; Patagonia, which stands for adventure; and the MOMA catalog, which conveys the art of its offerings.
The NEMOA event March 23-25 drew a record number of attendees – over 450 – according to event organizers.
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