Catalog Customers are price sensitive, cost-based incentives work, and both should figure prominently in catalog design, according to a session at Direct Marketing Days New York yesterday.
In Intelligent Creative: Using Design To Address What Consumers Tell Us, Direct Marketing Days session leaders Erard Moore and Glenda Shasho Jones began with film of direct marketing customers explaining what they didn’t like about the catalogs they ordered from.
Moore, president of Erard Moore Associates, and Shasho Jones, president and chief executive officer of Shasho Jones Direct Inc., pointed out how creative can respond to such consumer reaction market research. Among the points they made: covers can get consumers into a catalog; price incentives work; consumers have favorite catalogs; quality inspires trusts (and sales); and price is a key consideration.
Direct Marketing Days, an annual three-day event at the New York Hilton, runs through tomorrow.
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