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creative director at catalogue design agency TA Design: good, cheap, fast.
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In a session at the CatEx DCA Spring Conference and Round Tables Day on 27th March, Adams shared his tips for getting the most from your catalogue designer. One of the main takeaways of the discussion was that catalogue design can be good and cheap, but will take a long time to produce; a fast and cheap job is not likely to be up to scratch, and a good and fast project will never be cheap.
In order to maximise your investment in catalogue design, Adams advises you choose a designer or an agency that specialises in catalogues, to trust their knowledge and use their design expertise. It all starts with getting the pitch right—for you as well as for your potential partner. So after drawing up a list of possible agencies for the job, here are some tips for getting it pitch- perfect.
Perfect pitch 1
Tips on managing the creative selection process
hen choosing a designer to work on your next catalogue you can
essentially pick two of three options, says Tony Adams,
Have a shortlist
Devising a shortlist of potential designers will help to stop you jumping to conclusions and make the post-pitch evaluation process much easier. By comparing the performance of more than two agencies you can really work out who understood the brief the best. It also means you don’t have to settle for the first pitch you hear.
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If you’re asked for a pre-pitch meeting, that’s a good thing
If one or more of the agencies on your shortlist has asked to meet you before the official pitch, look upon it as a bonus. This means the agency is really keen to find out more about your needs, which should in turn lead to a more tailored pitch on the day.
Allow plenty of time
Let the agency complete its presentation without interruption. Take your time and use this opportunity to start building a relationship. Hold up your end of the deal too; turning up on time will help the presentation go as smoothly as possible. Spending time here will tell you whether you like the people you’re looking to work with and be a good indicator of the relationship going forward.
Welcome the unexpected
During the pitch process you should hopefully see designs you will have never imagined before. You might even see designs you absolutely abhor. But, according to Adams, that should also be seen as a positive. You’ll get a feel for what you don’t like, which will steer the agency in the right direction and provide a clearer idea of what to avoid should it be awarded the job.
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Make sure you speak to decision makers Just as it’s important to have the agency’s top creative people work on your catalogue, you should also ensure they are present at the pitch. Likewise, you should ensure you send the right members from your team to the pitch. Decision makers from both sides need to be there.
This is not the end
One of the most important points to remember is that the design put forward at the pitch is not the final version. This is the starting point. From here you can tweak the creative and refine the idea. You’re still in “creative time” says Adams, and there’s plenty of opportunity to change things. Once you have chosen the agency that best fits your needs, trust your creative experts. “A great designer will want to do a great job,” says Adams. So ensure you arm your designer with the best ammunition possible to help convey your unique brand values throughout your catalogue.
www.catalog-biz.com | Catalogue e-business | Direct Commerce
FEATURE
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