Sticky Kids grows up James L. Clarke F IDM
announced at ECMOD last year. S
Sticky Kids is a small outfit based in Scotland, that produces and market CDs of carefully structured exercise and singing for young children – and its customers are the professionals who work with them.
Introductory Spread
Before: • The spread is clear, and doesn’t have too many elements. • There is a friendly and personal letter with a picture of the writer, although it is more about Sticky Kids rather than benefits for the reader.
• There are lots of images of happy children. • However, the headline typeface doesn’t make for good legibility.
• The headline on the left hand page “Sticky Kids all year round!” doesn’t communicate a benefit – it’s more a plea to buy regularly.
• The guarantee and several other important elements are missing from this brand communication page.
• The product on page 3 is featured quite well, but is in isolation.
• There is no Sticky Kids logo on the spread.
After: • The look is immediately more contemporary, more adult and more professional.
• The headline on page 2 gives a key benefit and explains what the company’s all about.
• The picture is retained but is facing into the page. • The letter is a lot shorter, and explains the key benefit for teachers, which it relates to the curriculum.
• The signature is in blue rather than black and has a matching, more friendly salutation.
• The shorter letter allows space for the various other elements that communicate the brand benefits.
• The “promise” panel lists the specific benefits for children, which was not in the previous catalogue.
• The contents panel shows the range of products. • The guarantee instils confidence in the reader. • The order panel is a real call to action, gives options, and highlights the friendly staff.
• The headlines are legible, with the “fun” typeface relegated more appropriately to the product covers. • The logo and tagline are featured.
Brand and benefits
ticky Kids was the winner of the TA Design Catalogue Makeover Competition 2010, which was
The company has grown organically over the last 20 years and is the biggest specialist company in its niche market sector. Given that, a key concern of the client was that its catalogue might be making it look a bit amateur.
Brand repositioning When we looked through Sticky Kids’ then current catalogue, we felt that both the design and the copy tone of voice should be changed to better reflect the brand
positioning it needed – and deserved. In particular, although the products are for children, the target market is adult professionals in the education sector.
So the objective of our catalogue makeover was to make the design significantly more contemporary and professional, but as a major evolution rather than a complete transformation. We didn’t want to throw the baby out with the bathwater.
No brand positioning
The featured product on page 3 shows its place in the product range, shows the support material that comes with the CD, has a customer testimonial and a cross-sell panel to another related product.
It’s important to tell prospects, and to remind and reassure customers, that there is an academic foundation on which Sticky Kids products are based. And that they are good for the kids, and good for teachers and carers.
ecmod DIRECT COMMERCE YEAR BOOK 2011 6
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