Catalogue Program
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It puzzles us why no one else seems to think of catalogues the way that we do – as crucial pillars of the brand’s communication mix. This attitude drives us to ensure every catalogue is an engaging, informative and motivating chapter in the bigger brand story.
For BBQ Galore’s 2007 season we re-engineered the existing strategy into two streams: one to target the mass market and one to target the top 20% of customers.
For the higher end customer, the flagship is the 24 page Brand Book, which showcases the full range of the best BBQ’s and accessories. This sets out the entire Galore story. What followed was then a series of focused ‘chapters’ that focus on a targeted section of the range, in this case, island bbq’s.
The mass customer does not miss out, with a motivating brand story being told throughout the year to supplement the retail sales message.
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