For a preamble as to where I came across this conglomerate of printed Father’s Day catalogues and why I bothered to photograph them, please see my previous post way back in 2012.
Unless you’re religious about unsubscribing and reducing paper use for environmental reasons then I’m sure you’re quite familiar with these letterbox fillers too.
I found it funny when less than 2 minutes after publishing “Part 1: Pricing” I sat next to a lady reading a catalogue that showed this perfect example of two pricing methods in one – wholedollar and different product/same price… So as a PostScript to the last installment, please enjoy:
And now here are my thoughts on some other popular techniques being used in catalogue marketing “at the moment” (assuming creative and strategy hasn’t changed drastically since the Father’s Day trigger dates = yes, I’m still referring to that superlarge bushel of paper.)
The Value Add
Done well by Coles, with:
– Feed your family for under $10
– Bottle of wine to match your meal (coupon)
– Smartphone app (more on this another time)
Woolworths also has a take on The Value Add showing:
– Mexican meal theme inspiration
– Shopping list for ingredients
– Simple instructions including cooking times in the recipe
Actual tangible freemiums (meaning something between a premium and bonus gift – but a term that doesn’t devalue or taint the giveaway quite like the word “free” does) are demonstrated by BWS with their hip flask or wine carafe.
I like the way the freebie is largely signified using a simple plus+ symbol creative, keeping the long (often distracting) terms and conditions separate visually:
One of the oldest sales ploys, celebrity endorsement happened even in the gladiator pits of ancient Rome. Rumour has it that director Ridley Scott was going to put a scene about it in Gladiator, but thought the audience wouldn’t get the reference (or worse, would think he was a sell out for real).
Used less often in print than TV, the tactic is shown here with Big W‘s portrayal of training personality Michelle Bridges as summer fitness motivation, including her timely “get ready for summer” message call out:
Falling under both seasonal and celebrity endorsement, BigW had Michelle Bridges sponsor the whole sports section – which covered everything from drink bottles to workout clothes and trampolines.
It was great timing for the “must get bikini ready” triggering thought process many of us experience after being forced into a skirt or shorts on the first warm-aired blue-skyed day after winter.
Another endorsement example, sportsman sponsorship is displayed here by Rebel Sport featuring Michael Clarke in their cricket season opening catalogue:
And again here by SportsScene for cricket season, but this time using a different sports celebrity endorser (including a quote from each cricketer) for each different cricket bat range:
Rebel Sport’s neat catalogue provided additional information inside that wasn’t strictly necessary so I also considered it a value add, helpful for those about to make a serious purchase.
This is one way print can help address “showrooming” – if your catalogue and your bricks and mortar staff can give unexpected advice you may inspire loyalty (aka guilt) in the customer by demonstrating how a quality product and personalised service can be even more compelling than price alone.
Rounding up the celebrity sponsorship dot point, I think Australia has a long way to go in this regard – we’re not yet using our known “faces” as effectively as we could in day to day advertising. We need more socially savvy agencies like the US of A based SponsorHub, who help with choosing celebrities for endorsements based on their social media accounts.
Before we had enough good data for trigger marketing (or enough of a risk taking sense of humour to resort to funny guerilla tactics like the goldfish-on-the-doorstep trick) tracking and preempting the seasonal purchases made by our niche target market was possibly the best tool we marketers had.
Evidentially it’s still “big” in print. These are some of the seasonal themes in the two week period I catalogued.
It appears that straight after Father’s Day ’tis the season to play cricket, get fit, watch sports on TV, spring clean, party and garden.
Myer: Who’s your Daddy-O?
Lord Latte, Gizmo Daddy-O, Chillin’ Dad or Cool Daddy
Dick Smith: Which camera
For the Action Man, for the Party Guy
2) Sports watching
As well as the more participatory “Cricket” and “Get fit for summer” themes briefly alluded to under celebrity sponsorship, the sports theme is obviously huge during September.
(Admission, the themes were reflected in the catalogues but I think this instore printed POS at Woolworths shows the depth of focus oh-so-well)
3) Spring means…
Cheap as Chips, Mitre10, Serenity Nursery all believe Spring means gardening, and Spotlight, Target and Fantastic Furniture believe Spring means party season as per the pages shown back in Part 1.
Solomon’s Flooring can specifically help you get ready for party season by spring cleaning and party proofing with mess defying surfaces.
This is one of my favourite catalogues, great look and colours and again well timed for the thought processes we go through in September:
In the same bunch of unaddressed mail I also noticed some wonderful entertainment industry ads that cut out a lot of info corporate marketers might consider necessary (but which truly isn’t).
Because if you’re interested in a show you’ll surely visit the website to find out more and you’ll plan around the event time regardless:
Have to say, can’t wait for the Return of Star Wars Burlesque.
Now to wrap it up with:
1) Same store, same week but very different catalogue look and feel (= different agencies?)
You can tell there’s a marked difference between the creative teams looking after Myer’s sleek and inspirational “Fashion” catalogue, compared to their day to day product based catalogue.
The fashion catalogue is colourful and uncluttered:
Whereas the “other” Myer catalogue that arrived within the same three day period looked fifty shades of sterile all the way through (not just on this kitchen appliance page):
2)Save-atar on Spendora
This catalogue deserves a very special mention for reaching unobtainium levels of uniqueness.
It appears that all the local business owners painted themselves blue, added elf ears, and impersonated Avatar characters for this local area marketing catalogue photoshoot.
How can you go past this?
Without any further ado, that wraps up my late August/early September 2012 paperbased marketing review.
Now perhaps I’ll do a Valentine’s Day eDM review and write about it at Christmas.