The August 2011 issue of our “Sample of the Month” case study newsletter features our client Dr. Newton’s Naturals and their successful test of a mini-catalog. Ballantine handled the printing and mailing of this campaign.
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Dr. Newton’s product catalog control was a 10-1/2” x 6” slim jim and they wanted to see if they could cut printing costs while boosting response. The test mailer became an 8-1/4” x 5-1/4” mini-catalog with a flip book design.
For this case study we asked Andrew Majewski, Dr Newton’s VP of Marketing, the following questions:
What was the strategy behind the mini-catalog?
Featuring over 100 vitamins and supplements in one catalog, the creative direction was to call attention to our hero products (that have our best margins) by giving the first 17 pages a “Customer Favorites” theme. Product descriptions were built around narrative-style copy blocks to present customer testimonials in an inviting way.
The catalog can then be flipped and rotated 180 degrees — allowing readers to browse the rest of the book by health concern. Quizzes, inspirational quotes, and health facts are peppered throughout the next 43 pages. The hope is that the piece retains value even after an order is placed; pulling double duty by planting the seed for multiple purchases.
How did the mini-catalog perform?
The new catalog outperformed the control in response and brought in nearly 10% more revenue. Also, our print costs where less than the previous control — even with a unique 4-page wrap (so that we could use more seasonally appropriate covers for spring and summer versus fall and winter).
Ballantine’s rates also included a free digital version of the catalog that we will be taking advantage of later in Q3 — to promote on DrNewtons.com, via email, the Google Display Network, social media, and an upcoming app based around our blog’s RSS feed of breaking health information.
What should be the main takeaway from this case study?
A simple refresh of existing creative can lead to questioning every assumption. Is bigger always better? Must a catalog always read left to right, “beginning” to “end?” Can a company’s or product’s unique positioning in the marketplace be reinforced by an orientation that truly stands out? For Dr. Newton’s Naturals part of the answer came from working with a team like Ballantine that allowed us to increase our results on a reduced budget.
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