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shout about your catalogue’s contents. A festive message and feel are vital but there has to be some element of expectation—just as there is when opening a parcel on Christmas Day. Keeping brand consistency is vital and I have
illustrated this year’s William Powell Spring cover along with the previous year’s Christmas edition (on page 16). Both evoke feelings of the relevant season, but the brand proposition is retained and it is quite clear where the catalogue has come from. The masthead is consistent and the overall cover design sits well within the brand guidelines, but there is no mistaking that this is a Christmas selection. It is fairly restrained and conveys a quality feel so important to this particular target audience. It also highlights a selection of products that are suitable as gifts. So the message is: you know us, you know what we do and we have been thinking of ways to help you share Christmas amongst your family and friends.
On the other hand, Northern
Parrots is far more fun-orientated. Parrots are wonderful creatures, often brightly coloured, full of mischief and much beloved by their owners. The cover picture summed up the emotions we all tend to feel at Christmas, even to the kiss under the mistletoe. Again it features products no parrot could resist, especially the cutsie Santa piñata—no doubt happily torn to shreds by Boxing Day! The important thing is that these two approaches are entirely consistent with customers’ expectations; there are no surprises. And they are at the opposite end of the creative scale; William Powell would not sit comfortably with the tinsel and mistletoe approach, but Northern Parrots has a fun element in the products and subject. This shines through and targets the emotions of the parrot owner. Also consider product guides, I have illustrated a simple approach (left) that
Tactics Views
highlights gifts for
various members of the family. This does two things: navigates customers to key products and demonstrates that you are working with them to make their Christmas shopping easier. (More on gift
centres on page 19.)
Wrapping up Tap into emotion and connect with your readers, do what you have been doing all year round but excel at Christmas, highlight great gift ideas and show that you are working with your customers, keep the brand consistent. I trust this helps and that you all enjoy an exceptional Christmas.
Ian Simpson is managing director at design, print and marketing company Catalogues 4 Business.
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