TRANSFORMING RED INK TO BLACK

“There are no sacred cows,” explained Inmac’s president. “Change anything but our name if you’re convinced it will make our catalogs profitable.” Working on the agency team from MoreNow (now Haggin Marketing), I analyzed markets, inventory and customers — then changed everything but the name.  We repaginated to promote their hottest sellers from a 4,000 SKU inventory. We created new editions for five vertical market books and changed the copy style. I wrote catalog “Hero Spreads” to launch new product sections and supercharged every page’s sales power.