Did Cataloger Test Lifestyle Shift Before Rollout?

Share this content:
Regarding the article on Cheryl & Co's shift to the lifestyle approach for their catalog covers , I hope for their sake that these folks tested covers before their rollout!


Reasons for testing are many, but in my own history of testing many covers for many clients, with children and lifestyle versions versus product orientation, I have only once beaten a product-oriented cover with a lifestyle or child on the cover - and it was for educational software.


For all others in food, collectibles, gifts, etc., the product on the cover proved to be king, and in fact the product covers beat the lifestyle covers by at least 4 to 1. Count it in dollars, folks. Everyone on the marketing team was disappointed (hey, we all love photos of kids and lifestyle), but these catalogs did enjoy higher response because we pre-tested. (I should specify that, of course, kids clothing needs kids on the cover ... but the rest?) Test, and find out. Your success, and your survival, depends on it.


Carol Worthington Levy, Creative director, Worthington Levy Creative


carol@worthington-levy.com


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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