While there were many positives that came out of this initial foray into a Special Occasions catalog, there were many mistakes we made and learned from, including:
- In an effort to be cost conscious, we shrunk the size of the catalog to 8.5” x 5.5”. Big mistake! Unfortunately, it made this catalog seem inferior compared to the 8.5” x 11” Everyday Collection catalog. Lesson learned: Always make your catalogs the same size!
- We introduced a gorgeous set of stationery that included 30 flat notes and envelopes, packaged within a sturdy, well-designed gift box. We loved it! Unfortunately, to make a reasonable margin on it, we needed to price the product at $75! Wow – lesson learned: There is a price point that cannot be exceeded. We now aim for all personalized gifts to fit within the $19.95 - $34.95 price range.
- One of the catalogs most popular products was 300 memo sheets stored in a gorgeous linen holder for only $30. It was a hit! Actually, it was too big of a hit, because we quickly sold out and our manufacturer couldn’t replenish the product fast enough. For the first time, Paperly had to tell its Consultants that we were back-ordered. Yuck! From that point forward, I vowed to never let Paperly get into a foreseeable backorder situation like that again.
I must admit, it is fun looking back at Paperly’s past catalogs. I can’t wait to write about Paperly’s next one.
Jay Rudman, CEO * Co-Owner, Paperly