Kellie Northwood, executive director of ACA, says, “Catalogues bring the shop front to the kitchen table. They encourage people to go to a store, and with the growth of digital consumers, they are driving people online either to make a purchase or do some research.”
The Awards will be judged by a panel which includes some of Australia’s leading agencies, designers and retailers such as M&C Saatchi, Coming Agency & Studios and Harvey Norman.
Northwood says, “Retailers already know the value of catalogues and are now expanding into multi-channel communication plans, leveraging from the strengths of catalogues and marrying with digital communication options.
“A new category introduced last year ‘Technology on Paper’ was popular and saw some great examples of multi-channel campaigns creating greater consumer uptake of in-store offers. Catalogues have become not only a driver of in-store traffic, but a driver of online traffic to online stores.”
New categories for 2013 include ‘Environment and Sustainability (for volumes over 250,000 copies)’ and ‘Letterbox Miscellaneous’ for catalogues promoting products across telecommunications, pharmacy, automotive parts and accessories.
Northwood adds, “Catalogues are an indispensable part of the marketing mix and those producing them well are delivering great value to their clients. The annual Awards are not only recognition, but a celebration of the skills of our industry.”
Entrants are judged across seven key areas including cover design, internal design, photography, merchandising, branding, copywriting and effectiveness (selling power).
Entries close on May 31 and Northwood expects more than 200 submissions across 11 categories, including the Catalogue of the Year Award won last year by Surf Dive ‘n Ski, Myer and Kmart in their respective categories.
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