Dealing
With Dealer Catalogs: Let's Just Put It Online
At some point in every discussion of sales collateral, someone says "Let's
just put it online." With the current pressure to reduce marketing spending
making it even more attractive to move away from printed catalogs, it makes sense
to look at the pros and cons of this electronic-only approach to sell-in materials.
[read full article]
Dealing
With Dealer Catalogs: Designed to Sell
Dealer catalogs can be sell-in superstars. They can speed up sales
calls, facilitate fill-in orders and serve as a handy product reference
for dealer staff. They can even minimize paper waste and production
costs. But only if they’re
designed well.
[read full article]
Dealing
With Dealer Catalogs: Dirty Data
Dealer catalog managers are in a unenviable spot. Trapped between product developers
and the sales team, they control nothing and are responsible for everything.
The secret to working effectively from such a tight corner lies in taking charge
of the product data.
[read full article]
Dealing
With Dealer Catalogs: Breaking Up Is Hard to Do
If marketing, sales and product development departments can agree on one thing,
it's that nobody likes dealing with dealer workbooks. Planning and producing
an on-time, under-budget catalog that works well is tricky business, starting
with how the book is organized. Deciding how to group products for display impacts
everything from graphic design to print costs.
[read full article]
Hey
Lizard-Man, Wanna Buy a Watch?
From economists to anthropologists, everybody's got a theory about
why we buy what we buy. Unfortunately, no two seem to agree about
what's really going on in consumers' minds. In this article, we'll
look at past attempts to solve the puzzle and a handy little messaging
model we call "Lustify
and Justfiy."
[download pdf]
Combating
Icon Overload
Icons are everywhere. From packaging to advertising, marketers make
extensive use of graphic symbols to communicate brand and product
attributes. But like any other design element, they must be used
well to communicate effectively. Here’s a primer on how to
evaluate the role of graphic symbols in your marketing communications.
[download pdf]
Hang
Time
The neglected stepchild of your marketing mix may be the most
important tool you have for connecting with consumers. We'll
look at how four sporting goods apparel companies use hang tags to
market their products.
[download pdf]
Making
Your Mark
While chain stores have the resources to build brands and market
them to consumers, independent retailers often lack the staff, the
time and the budget to allocate to brand initiatives. But branding
doesn't always require big budgets. Here's a look at
how smaller sporting goods retailers can control the image they present
to customers.
[download pdf]
Straight Talk
Many high-tech and luxury brands market over the heads of their target
consumers, muddying the water with technical mumbo-jumbo nobody
understands. The outdoor sporting goods industry is the poster
child for this kind of marketing miscalculation. But it doesn't
have to be this way. The road to better communication is simple,
even if your products are complicated.
[download pdf]
© 2008 Satellite Design |
