Magellan's Entices Buyers With Travel-Packing Guide

Share this content:
Magellan's Spring 2001 Reference Edition catalog is using an educational component to drive sales. Purchasers will receive a free booklet that instructs travelers on how to pack compactly.

"We offer luggage, so it would make sense to offer something to make packing a lot easier as an incentive for our customers," said Jack Kotowsky, Magellan's catalog marketing manager. The drop coincided with the debut of the Magellan's II Collection luggage line of expandable rolling bags, he said.

Magellan's, Santa Barbara, CA, used a combination of its house database and rented lists acquired from Acculist, Ventura, CA. The 68-page color travel-supply catalog -- which dropped during the final week of 2000, when 2.5 million books went out -- was one of four editions mailed during the year. The spring 2001 book features more than 500 items, including luggage, clothing, travel guidebooks and travel gear.

While sales from the recent drop have not been compiled, the company's catalogs traditionally generate an average sales order of $80.

The catalog is targeted to well-educated people age 35 to 75 who are interested in international travel and have an annual household income of more than $50,000.

Design agency Balint & Reinecke, Santa Barbara, created Magellan's spring catalog, which mixes Magellan's travel items with detailed descriptions of the products.

"We did a few different things in this catalog," Kotowsky said. "For example, on the third page we listed some of our favorite products with quotes from our own staff members [who described] why these items are our favorites."

Mahli McGee, a Magellan's travel gear specialist, described why she likes silk undergarments featured in the catalog: "Heavy coats take up too much room. I always pack my Travelsilks, so they're handy when the weather turns cold unexpectedly. (I sleep in them, too.)"

The products appearing on page three also refer the shopper to the page where the item's complete description can be found.

"Because we are introducing a new line of luggage, the next two pages are devoted to the luggage, explaining the features and how they benefit customers," Kotowsky said.

The catalog is printed on Liberty 2000, 60-pound paper. Each page includes between three and eight items, with some pages containing one product with different variations. The book also includes the company's Web site, fax number and toll-free number at the bottom of almost every right-hand page. Items range in price from $2.85 for sunblock to $325 for a garment bag.

The catalog also features electrical equipment designed for travel with a guide to the world's electrical and telephone connections and explains how Magellan's equipment can be used in a specific country.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above