Don’ t jus t s ell. C reate an experience

24 May 2011 A WPP Company

IMRG Catalogue Seminar

24 May 2011 Page 2

What we’re going to talk about today…

• Who we are (very briefly)

• The way customers buy today

• Six rules to help your catalogues stand out

• Other essentials

• Q&A

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Who we are…

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• Forward is a multi-channel publishing and content agency, founded in 1985

• The company is made up of 80 people with diverse skills – consumer publishing, digital, catalogue, direct marketing, CRM, design, advertising and video production

• We were acquired by WPP in August 2001

Who we are…

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Printed magaz ines C ontent-rich emails

Digital magaz inesMic ros ites

C atalogues /e-catalogues

Mobile apps

We publish our content across a variety of channels…

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…for a broad range of brands

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The way customers buy today

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Leading brands are using new approaches…

C ath Kids ton

Boden

Patagonia

…and the power of editorial, story-telling and emotion to help sell their products and brand. The boundaries are blurring between catalogues and magazines.

24 May 2011 Page 9

Tes co

B&Q

…that by adding emotion, providing context, breaking new ground, giving customers something to keep, and being relevant and timely, brands can improve basket size, frequency of shop, brand perception and ultimately ROI.

And we know from our experience with…

Bang & O lufs en

24 May 2011 Page 10

Six rules to help your cataloguesstand out

24 May 2011 Page 1111

• Customers are driven by emotion not just reason

• Broker expertise – use real writers and experts that will appeal to your audience, adding credibility to your offer and brand

• Use appropriate language and tone

Tes co

Howies

1. Be inspiring – add emotion

Boden

“Gabriella, 9, (Biggest fib ever told: I told my brother there was a jellyfish in the pool)”

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• Tell stories that resonate: Content needs to be driven by customer insight

• Think about customers’ lifestage, and show you understand

• Display/use products in a way that are relevant to people’s lives

• Keep the offers/promotions tight

• If you can – and your brand is right – have tribal appeal

Patagonia

White S tuff

2. Be meaningful – provide context

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• Use different formats/channels and find new reasons to talk to people

A s os

Waitros e L ive

Debenhams Beauty C lub

Bang & O lufs en

3. Be inventive – break new ground

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• Meaningful tips and genuine expertise and insight provide longevity

• Time-lapse offers, coupons and promotions B&Q Ins pired L iving

Tes co Baby C lub

4. Be useful – give customers something to keep

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• Segmentation works

• By getting the right content to the rightcustomers at the right time = sales

B&Q Home

Tes co Healthy L iving C lub

5. Be timely and targetted

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• Listen and share – have your team tuned into your customers

• Show customers you are listening

• Incorporate customers’ ideas and encourage further interaction

Tes co Mums ’ C hoice

Tops hop

6. Be insightful – allow Social Media to influence approach

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Other useful tools/approaches

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• Trade, test and learn

• Build a content pool

• Work together across departments to create a customer view that can then be segmented

F abric

A s os

iPod

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• Be inspiring – add emotion

• Be meaningful – provide context

• Be inventive – break new ground

• Be useful – give customers something to keep

• Be timely and targetted – relevance is key

• Be insightful – allow Social Media to influence your approach

In summary (at the risk of sounding repetitive…)

24 May 2011 Page 20

Any questions?

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WWW.THEFORWARDGROUP.COM