Wow, wow, wow- do I have an eye-opener for you today!
That’s me (thinking that I’m looking a little like Uncle Sam). At my desk. In my studio. Reviewing the results of my most recent “PR Stunt.” Have any idea what I’m talking about?
Do you know how many catalogs are emailed and actually snail-mailed out before, during and after new product releases?! Thousands. Well, when designing a new catalog or supplement before each new release, I always ponder whether or not to include a forward (note from me) to the readers. I always want to, but must admit I often consider the do$$ar value related to the page content and wonder if it’s really worth it. While I believe it’s important to address customers and consumers, how interested are you in it? Do people really read it? Or do they just skip the page and go onto the new products and inspiration included in the following pages?
So, in July with the launch of my newest designs, I put a small test-marketing “test” within my page1 forward (shown above) to help answer those questions. At the very end of my message I included the giveaway test. Did you notice it? After all, anyone & everyone can download Bella’s catalogs by clicking the links on the blog ….
and homepage too ...
While this was a very risky promotional test (seeing that Bella could end up absorbing the cost of product and shipping for thousands of scrapbookers & business owners), I was pessimistic that everyone was actually reading my note. And guess what ... nearly ONE MONTH after releasing the newest catalog supplement, ONLY 76 emails have filtered in recognizing the giveaway. ONLY SEVENTY-SIX!!!!!!
One might ask, is this a good thing or a bad thing? The truth is, it’s both. It’s a bad thing because I’m afraid to inform you that the “test” is now expired and you can no longer spot the free giveaway and cash-in on free goodies. It’s also a bad thing because unfortunately, it’s proven me right ... not many of you actually read the text within the catalogs.
On the flip side ... it’s a good thing as well because now I know. I either need to keep it short & sweet, or not include a forward at all. Which honestly, is hard to imagine because that personal connection is very important to me (& to what Bella Blvd believes in).
So, for those of you that have emailed and caught the giveaway … your goodies will be shipped soon (for sure by the end of September). Not everyone’s goodies will be the same, but we promise it will be worth $50. So watch for the USPS man coming soon!
That’s all I’ve got for you today … but I look forward to sharing with you a bit of my home-scrapbooking room next week, as I found the time to clean-house, rearrange and get organized! Next on my list is updating and getting back to my personal creative blog.
Until then…. Ciao ciao for now!
(bye bye!)
How interesting that generous offer only yielded 76 responses! Wow! Too bad! I've often thought that not much reading goes on. I think people multi-task way too much these days!
Posted by: Carol (ScrapMomOf2) | August 19, 2011 at 09:04 AM
You are adorable and sounds like its a great thing you were doing! If I was to get the catalog, I would have read it...course I am anal like that! Lol! :):):):):)
Posted by: julie Tucker-Wolek | August 19, 2011 at 09:15 AM
I have to say this was a fun and creative way to save your self time and money next catalog. Great idea!
Posted by: angie gutshall | August 19, 2011 at 09:33 AM
Great idea!There's a HUGE lesson here It's always worth reading the small print(and not so small print)... you never know what's hidden there! :)
Posted by: sam | August 19, 2011 at 09:47 AM
What a sneaky idea! Sorry that you didn't have a better response!
Posted by: Jessica | August 19, 2011 at 09:54 AM
Well, I ordered before CHA with just the .pdf files of the releases. :) I never did get a paper catalog (which is fine by me, saves you $$)so I never saw your sneaky little test. :)
Glad you got your answer though!
Posted by: Lisa | August 19, 2011 at 09:58 AM
Woo Hoo, I was one of the 76 and am SUPER excited to get my package!!
Thank you so much!
Posted by: Sara Andrews | August 19, 2011 at 10:38 AM
Well to be honest- once I saw the Finally Fall line, that was 'all she wrote'. I haven't thought of anything else but that line. Definitely my FAV. That's my story anyway. LOL!
Sounds like you are one smart business woman.
Posted by: Janet | August 19, 2011 at 10:56 AM
I read it and thought it was a very clever test!
Posted by: TanishaRenee | August 19, 2011 at 11:11 AM
I have looked at that catalog over and over online and am so glad that I read your message and sent you an email. Woohoo! I can't wait to see what kind of fun goodies I get in the mail.
Posted by: Becky Williams | August 19, 2011 at 11:54 AM
WOW!! What a fun test you did!! Sure is FUNNY to think that the hundreds who got the catalog missed out!! I have never looked at your catalogs~~my main sources are the BLOG and the store Blogs!! I might just have to read more though!!?? =)
Have a FABULOUS WEEKEND!! You are making the weeks of 76 people though!! =)
Posted by: Larissa Heskett | August 19, 2011 at 12:23 PM
How sneaky are you?! And totally smart- I can't even imagine figuring out all those logistics! Glad you got your question answered :)
Posted by: Carly | August 19, 2011 at 12:44 PM
I saw it on line, but thought it was just for retail stores you send the catalog to! PLEASE keep the personal touch Stephanie - that IS what YOU are all about and how you were raised here in WI. I guess that is why I keep up with you and your great adventure (you and your sister went to WISCO with my daughters), you are someone relatable, besides being an awesome designer!
Posted by: Kelly Sas | August 19, 2011 at 01:16 PM
I think you should go for it.. I love when people are personal and share inspiration...so as I would tell one of my friends...
YOU GO GIRL...
Posted by: ANNETTE A. | August 19, 2011 at 02:17 PM
Good test, Stephanie. I know your personal touch to the lines is important to you, and it honestly is important to many people. It's always great to hear these personal notes at CHA as you give them the tour, and through the blog as the lines are spotlit...but I guess you can skip it in the catalogs. I know I was always pretty one-track-minded when I had an armful of catalogs: pick the goodies and get them ordered! So, please continue to give us your inspiration for the lines...on the blog! I promise more than 76 people will read it here!
Posted by: AnnaMarie | August 19, 2011 at 02:56 PM
That is a funny experiment! :) I find that if I am looking at a catalog in book form in my hands, i tend to read all the info. But when I look at things online, I get tired of sitting in front of the computer and I seem to just skim and look at the pictures more. I do think it is a good idea to include a personal note...being personal is always good!
Posted by: Janelle | August 19, 2011 at 02:59 PM
haha! i totally saw that experiment, and i think you rock for doing it!
hugs to you steph,
sarah.
Posted by: sarah | August 19, 2011 at 04:42 PM
Sneaky,sneaky,sneaky!!!
Posted by: Janet Zeppa | August 19, 2011 at 07:12 PM
I always thought that the catalog was for store owners only and never clicked the link (which I obviously saw). Now I know better! Thanks for the fab give-away and for making 76 people very happy!
Have a great weekend!
Posted by: monique | August 20, 2011 at 06:52 AM
I love it... reminds me of a middle school teacher who gave a test with the directions..."don't fill out this test" to see if anyone was reading the directions. I ended up erasing..... good news is that folks are so excited to see the goodies in the catalog that they can't wait!!
Posted by: Kathy | August 20, 2011 at 07:11 AM
I saw it too and thought that was very clever of you! Great test girl : ) Can't wait to get my goodies!!
Posted by: Christy Greenman | August 20, 2011 at 10:06 PM
i feel so special that i was one of those 76!!!! stephanie, can i buy a gnomie shirt?? somewhere?? lol
Posted by: shay | August 21, 2011 at 10:40 PM
So happy and proud of myself that I was one og the 76 people!!! :) I always like to read everything including the fine print! Keep doing what you have always done...it gives us an insight to what inspires you to do what you do and at the same time you inspire us ;) thanks for this. Can't wait for my goodies!!!
Posted by: Anya Marrero | August 22, 2011 at 03:50 PM
OH how sad i am that i missed the promo test. what a great idea, you clever girl!
Posted by: Victoria S. in OHio | August 22, 2011 at 06:53 PM
Very smart. I managed catalog production for a large computer company for a while and I tell ya there are all sorts of lessons to be learned out there and I completely understand the cost of each of those pages!!!
Posted by: Heather Leopard | August 22, 2011 at 11:06 PM