Inspire Consumers Through Action-Oriented Catalogs

In the late '90s, Scott Kerslake was working at an infotech company in California, while passionately surfing and cycling on the side.

During long bike rides with friends, Kerslake noticed a trend: women complaining about a lack of fashionable female sportswear. Women wanted durable athletic wear that also looked cute on everyday outings.

Kerslake didn't hesitate. He quit his job, raised $700,000 in capital, and started a women's athletic clothing company called Athleta. By early 2018, Athleta had been purchased by Gap and its sales grew more than 25 percent every year since 2012.

Athleta attributes this success to a thriving online and catalog-based business model: as early as 2007, Athleta was shipping out 21 million catalogs with $37 million in sales.

Catalogs may seem like an outdated way to grab shoppers, but Athleta has maintained retail footing by using action-packed spreads (ladies trekking up mountains, paddle boarding across bays, and demonstrating impressive flexibility in yoga pants) and by focusing on racial and generational diversity to inspire a wide range of women:

"We're not like, 'Oh, it's all about millennials.' We aren't chasing them," says Nancy Green, Athleta's CEO. "We inspire [women] to keep living this full, healthy, active, rich life, no matter what her body type is, no matter her age."

In the catalogs, this looks like leggings, swimsuits, hoodies, and capri pants. In sales, it looks like $1 billion in annual sales in 2018.

Why Catalogs Still Work

Ready to give catalogs or booklets a second look for your marketing mix?

You should.

Studies from the Data & Marketing Association have shown that the response rate for catalogs has increased in recent years partially because millennials enjoy catalogs:

"Millennials stand out a bit higher than other generations in terms of engaging with mail," said Neil O'Keefe, the association's senior vice president of marketing and content. "It's unique to the generation that hasn't experienced the amount of mail of past generations."

O'Keefe says this curiosity drives a higher level of curiosity and sales than digital marketing.

"Millennials are very engaged by imagery, and the catalog really allows that to stand out. So, the response rate there is very different than what you would experience with a display ad, even an email. The response rate for a printed piece has been on the rise."

Millennials may be particularly interested in catalogs, but they're not alone. Hamilton Davison, president of the American Catalog Mailers Association, said half of all Americans order from catalogs even if they don't immediately flip through them. U.S. Postal Service studies found that, after periodicals and bills, catalogs attract the most eyeballs, getting as much attention as personal correspondence.

"Catalogs come uninvited in the home, and yet they're welcome," Davison said.

To maximize your catalog impact, here are a few tips to consider:

Go Visual

The best catalogs are highly visual.

Environmental photography, imagery of products in real-life settings, and photos of people using your products are the most effective.

Organize for Sales

Place top-selling products on the outside edges of the page as readers typically start at the top right corner and sweep back toward the left.

Cross-sell between products with callouts, copy, or by putting products together on a page with companion discounts.

Simplify Ordering

Catalogs should give several options for purchasing, including toll-free numbers, websites, and even mail-in order forms that make it easier for customers to track preferences as they shop.

Highlight ordering options on every spread and make it easy for your customers to buy.

Catalog shoppers are often more valuable because they become brand enthusiasts that tend to spend more overall. Want to talk options? Give us a call or visit our website to get started!

5 Customer Service Phrases to Avoid (and What to Say Instead)

In May of 2018, Barbara Carroll ordered three cartons of toilet paper from Amazon. The order total: $88.17. The shipping charges? $7,455.

Carroll wasn't overly concerned, as Amazon typically takes great care of its customers. But in this case, Carroll complained to Amazon six times and even wrote a letter to CEO Jeff Bezos. After every complaint, she received a form letter explaining a refund was impossible because the delivery arrived on time and undamaged. It wasn't until Carroll notified a local television station (and the story went viral) that Amazon took action. Months later, she was finally reimbursed.

While this case is extreme, every company has its share of customer service flops. In some situations, the problem is no communication. In other cases, it's inconsiderate attitudes.

Want to steer your team toward positivity? Here are five customer services phrases to avoid.

1. "No" (or) "I can't help you with that."

Even if a customer makes an impossible request, it's your responsibility to care for them and to steer them toward a solution.

Alternatives to try:

"This feels like an issue which might be out of my control, but let me double check . . ."

"That's not my area of expertise, but I want to connect you with someone who can help."

2. "I don't know" (or) "You need to check with someone else."

If you can't solve a problem, be as helpful as possible. Rather than abandoning someone mid-stream, work with them to find an answer.

Alternatives to try:

"I don't know, but I'll find out."

"I'm not sure, but I'd be happy to look into that."

3. "Ok, calm down."

When diffusing a tense situation, telling someone to calm down usually frustrates them more. Instead, communicate empathy and turn the focus from the problem to the solution.

Alternatives to try:

"I understand how this must have upset you, and I'll get on it immediately."

"That would frustrate me too."

"I'm sorry for this inconvenience. Let me help you with that right away."

4. "I don't understand the issue."

People who are upset find uncertainty even more frustrating. If you're struggling to connect, clarify the issue or soften your request.

Alternatives to try:

"OK, so let me clarify…"

"What I'm hearing is [ISSUE], is that correct?

"If it's not too much of a problem, I would ask you to be a bit more specific…"

5. "I'm going to put you on hold."

Time is valuable, so don't assume you can extend a service call without asking permission. If you do have someone hold, check back with a status update if they've waited longer than two minutes.

Alternatives to try:

"I understand your issue and if it's ok, I'm going to ask you to hold on while I check on a solution."

"The problem you're describing is rather peculiar, so if you have a minute, I'd like to put you on hold while I check with my supervisor."

"I'll get right on it. If it's ok, I'd like to look into this today and call back to you once I resolve this."

Ultimately, customer service is not about the right words but the right attitudes. Remember, the biggest customer service frustration question is "why isn't this as important to you as it is to me?" As you handle issues, address the person behind the problem. Communicate with compassion, empathy, and enthusiasm, and you will find your way through many sticky situations.

3 Reasons Direct Mail is Still Effective

Long before television and online marketing, direct mail ruled.

One of the most popular examples of direct mailing can be traced back to Sears in 1888. The company sent a printed mailer to potential customers advertising watches and jewelry. Not long after, the Sears, Roebuck and Company catalog became extremely popular nationwide.

Today direct mail has received a bit of a bad rap. The term "junk mail" isn't exactly a compliment! Some refer to direct mail as an "old" form of advertising, thinking of direct mail as antiquated or off-target.

But is that really the case?

The fact is, many companies do use direct marketing. According to a 2015 study by the Data & Marketing Association, 57 percent of total mail volume was comprised of direct mail pieces.

Response to direct mail continues to be strong every year, generating leads for businesses across a range of industries. Consider customer response rates from these common marketing methods:

• 0.9% -- Online Displays


• 0.6% -- Social Media


• 0.5% -- Paid Search


• 0.45% -- E-mail Marketing


• 6.0% -- Direct Mail to Household

Why is Direct Mail Effective?

Direct mail is easy.

Direct mail marketing is helpful because it's easy to process.

In an age of digital noise, the tactile presence of a physical mailing is refreshing! One study found it takes 21% less cognitive effort to process physical mail, so your audience can digest it quickly and easily.

Direct mail is interesting.

The USPS found that 47% of Millennials check their physical mailbox each day, and many consider perusing mail a leisurely activity.

According to the Data & Marketing Association and the USPS, 18-21 year-olds' response rates to direct mail are as high as 12.4%. If you have a new business or are willing to offer coupon discounts, millennials are quite likely to respond!

Direct mail is memorable.

People who spend time with physical ads have a stronger emotional response and a better memory of this material.

Of course, a clever message goes a long way too! If you send direct mail, do your best to create colorful, memorable messages, like this:

IKEA wanted to feature the simplicity of its inexpensive furniture so they engineered a 3D postcard. When customers "opened" the postcard, this flat mailing turned into a replica of the LACK side table, available for under $10 at IKEA.

The postcard perfectly demonstrated one of IKEA's clever design concepts – minimalist furniture that ships flat but pops to life upon arrival. IKEA's postcard allowed users to experience the simple assembly of the LACK table, which left a deep, memorable impression.

Go Face-to-Face Through Distinct Direct Mail

Whether you send mass e-mails, many people will toss your message without reading it.

But if you send direct mail, some will offer you one-on-one attention they wouldn't give to any other medium. Paul Entin, owner of New York City-based EPR marketing, said he uses direct mail because it stands tall in a digital generation:

"Except for the many catalogs that clog our mailboxes between Halloween and Christmas, most of us receive very little snail mail, certainly far less than in years past," Entin said. "This means your direct mailer has a far greater chance to stand out from the rest of the mail and get noticed."

If you need help creating the perfect direct mail piece that will stand out, we can help you every step of the way.