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On the page 16-17 spread (seen here)
, we again reorganized the layout to make it visually more appealing.
Don't be afraid to introduce product, page, or spread headlines like
the “Classic Gifts” or “A party tray for the whole gang” that we added.
It'll help the reader make a buying decision.
Visual
elements like the photo corners used on page 17 soften the look of the
catalog, as does the testimonial in the upper left corner of the page.
Finally,
instead of painting each page with the same background tint as the
current catalog does, vary the background color. By keeping some pages
white and giving others a light tint, you'll add interest and contrast.
Some
general suggestions: Pull the outside margins deeper into the page. The
current 1/8" to 1/4" margins are awfully close to the edge and run the
risk of trimming errors. They also communicate “low budget” to the
customer. Generally, a format that brings the margins in about 3/8" to
1/2" says quality and feels more comfortable to the eye.
I'd
also recommend standardizing the type sizes to give the catalog a
consistent look. Set up style sheets for sizes and styles of body copy,
SKU presentations, product headlines, etc. Instead of upsizing copy to
“fill the space,” include additional selling elements, like guarantees
and small, interesting tidbits about peanuts. Anything that emphasizes
your company's personality will help both your brand and your sales.
The current brown type against the cream background vibrates a bit. Consider switching to black type for the selling copy.
Photography-wise,
Bertie County shows the products up big while not overdoing the
propping. Good job! It might experiment with different lighting styles,
though. Gentler, filtered lighting will increase the perception of
quality and make the nuts more appealing.
The
headlines labeling the products could be jazzed up a bit. Try adding
benefits to the headlines along the lines of “you'll taste the
difference” or “irresistible from the first bite.” Sometimes there's a
strong copy line buried in the body copy that would make a terrific
headline.
CHRIS CARRINGTON
Steeped
in the tradition of the South, the Bertie County Peanuts catalog has
some real assets — in business since 1915 with a loyal customer base
and a quality product. Although the book may resonate with local
customers, those who don't know this brand are probably going pass it
by.
Why?
Because the catalog is designed and written with an “insider” attitude
that doesn't educate new customers about who and what it is. Even the
title “Bertie County Peanuts” doesn't mean anything unless you happen
to live in or near this section of northeast North Carolina.
I
suspect this catalog has an aging customer base. The type sizes are
large and the design feels dated. Bertie County Peanuts should consider
implementing some strategic thinking and design changes that will help
the book appeal to younger customers — as well as corporate buyers —
without offending older shoppers.
Here
are a few suggestions to improve the viability, versatility, and appeal
of this catalog and, hopefully, its staying power in today's
ultra-competitive economy.
First
off, Bertie County Peanuts should consider designing a logo for the
catalog name, rather than just a font. It should include a solid
positioning tagline underneath that reinforces what Bertie stands for
or its many years in business.
The
editorial copy on page 2 takes up too much selling space. I'd advise
shortening the copy, taking the point size down, writing in a younger
voice, and calling out important features. Eliminate the insider
references and stick to information that will encourage shopping, such
as the health benefits of peanuts.
Bertie
County should also maximize use of key selling space. For instance, it
should sell more products on the page 2/3 spread and on the back cover.
These are the best selling spaces in the catalog, yet the mailer offers
only one product between these two absolutely key pages.
Then,
it should sell a revenue-generating product on the second-best selling
space: the inside back cover. The photo on page 20 of what look like
trash trucks is unappealing and unexplained, and it doesn't contribute
sales to the book.
That
brings up another pet peeve: Number the pages correctly according to
catalog protocol. The inside front cover should be page 2.
My
advice for the layouts? Expand the photos and commit to hero shots.
Bleed star sellers off the page and put sub-hero insets on top of them.
Put heroes in the best-selling spots, the right-hand pages.
Bertie
County should seriously consider increasing the density of the book —
currently it averages only 1.85 products per page! Since it sells more
products on the Web, why not feature them in the book — or at least use
the catalog as a Web driver.
And the double borders around photos and copy look dated. I'd eliminate borders and enlarge the product photos for a fresh look.
How
to make space for larger photos? Again, reduce the point size and
shorten the copy. Visual appeal, not hokey copy, will get people
salivating and sell the product.
Along
the same lines, it should anchor floating silhouette product photos
with a nicely contoured drop shadow and consider adding some color
either in backgrounds or in the headline copy.
Overall,
the cataloger needs to eliminate confusion and interpretation. What
makes sense to you may not to your customers. Page 19 is titled “Papa
Jack's Country Store,” but it sells only two products, clearly not
enough products to make a store. Get rid of this section if it is not a
great seller, or add more products to it.
Another
example: “Gift Consultation” and the “Continually Nuts” monthly club
are great services. But customers absolutely need to see what they are
getting when they are spending between $155 and $255. So the catalog
include a photo showing the wealth of products a customer will get over
the course of a year (as it does on the Web). Style the shots with a
more “gifty” feel showing the gift packaging.
It
would be a good idea to edit the copy down to emphasize the tradition
of peanuts in the South, and use a consistent voice. And descriptions
should be clearer. On the Blister Fried Peanuts, I can't tell if I will
get 12 10-oz. jars or 12 30-oz. jars. Make it easy for me to buy the
product.
Bertie
County Peanuts might want to use a velum over-wrap for new customers
and holiday drops since it prints the catalog only once a year. It
could use dot whacks to promote seasonal offers and on bounce-back
catalogs. Customer are more likely to buy again if you offer them an
incentive with their order.
Here are a few other items I'd suggest for this cataloger:
WANT YOUR CATALOG CRITIQUED?
Consider a corporate outer wrap for those customers.
If
the majority of people use the two-page order form, keep it in. If not,
give over at least one page of this great real estate to selling
products. Encourage more Web and phone-in orders.
Think
about mailing earlier than late October to capture gift-giving holiday
sales. The season is moving up every year, and you want to be first,
not last.
Think
of yourselves as a gourmet, small batch product. Include some recipes,
or drive shoppers to the Website to find innovative ways to use your
products.
Start
e-mailing all your special offers. Don't discourage people from
shopping by making them hunt for some hidden specials on your Website
and e-mailing them others. Encouraging e-mails is a great way to build
your list!
Simply
send four copies of the same edition, along with basic information
about your target market, merchandise niche, and competitive
advantages, to: Catalog Critique, Multichannel Merchant, 11 River Bend Drive South, P.O. Box 4242, Stamford, CT 06907-0242.
