Fastwong
1656
Sad to hear. It might not be due to cost savings per se but still not a good move, if I were JLC I'd invest in print....
Often times marketing teams look at their budgets, wonder why they spend so much on print, and steal the print budget for something more "on trend" which today usually means something digital. If you're the guy in the room that wants to keep or worse yet, spend more on print while everyone is salivating at what they can do with that budget, there's a good chance everyone will think you a dinosaur if you don't do a good job presenting your point. Then it becomes who can think up the craziest new thing. Heck, there was one meeting I was in where we talked about moving a brand's print budget toward making/sponsoring a new TV show! In the end, it takes a firm hand on the brand to make decisions to go against trends.
That said, today, more than ever, print has become a luxury item and the print industry is actually increasing, companies are printing fewer pages / year but they are higher quality. Our company just produced it's first mini-book for customers. If I had JLC's budget I'd continue printing that catalog and double down, upgrade it to coffee table book quality, put a $100 price tag on it for purchase on it's own and make it a complimentary gift with new watch purchases over a certain $ amount and mail them to vip customers.
How amazing would it be for JLC to have their brand name on a beautiful book sitting on a coffee table in someone's home just continuously communicating the JLC brand? Impressions on-line get more and more expensive and an ad doesn't always connote luxury like a 10lb tome of a coffee table book. Plus, with a quality book that people can touch and feel, people can associate a tactile perception of quality with the brand. A shame.
Somewhat Disappointed
I contacted JLC yesterday and inquired about a catalog, They informed me they no longer produce any catalogs, everything is online now, which was the response I expected. I will miss getting them, they were so nice, nearly coffee table book quality. I cou...
Very surprising, and disappointing.
JLC is selling a tangible luxury product; they should offer a tangible luxury catalogue. A very disappointing way by JLC to squeeze out a bit of extra cost savings. John
Some manufacturers still offer a nice catalog
but they too soo will most likely be only "online" which I find sad. I know it is all dollars and cents related and I get that, just find it sad as I always enjoyed the catalogs.
I don't now which "house" they are under
but I am on the list for a Cartier catalog when they become available and also have an Omega catalog coming, I will keep them both. I wish I really had the last hardback edition from JLC however, I should have NEVER disposed of the ones I had.
You’ve got a good point
No more catalogs. Customers want, but the brand refuse to listen. In my opinion there is no reason quit a catalog, due customers are willing to pay. Horology is a detailed world, so even a pen with a logo of a watch brand on it is a sign they take every b...
Sad to hear. It might not be due to cost savings per se but still not a good move, if I were JLC I'd invest in print....
Often times marketing teams look at their budgets, wonder why they spend so much on print, and steal the print budget for something more "on trend" which today usually means something digital. If you're the guy in the room that wants to keep or worse yet,...
Very good points
Online/social media ads are ephemeral. You scroll past them in 1/10 of a second and they're gone. A coffee table book, OTOH, makes a lasting impression. I'm glad I held onto the JLC catalogs I do have.
Nico, can you use you "influence" at JLC and mention the catalog desire to them?
Sadly I think I can hear their response even before they give it. Even owner's/instruction manuals for other items can only be found online now.
That, coupled with the dollars involved it does make sense,
I just don't like it. Looing online just IS NOT the same. as sitting back with a nice catalog and beverage of your choice.
Maybe they should buy fewer print ads too, huh? :)
The cynical part of me would refer to ecology as a mere excuse when the goal is probably cost-savings. Besides, paper comes from a renewable resource!
Analog to digital
They’re selling the most analog of analog products - then penny pinch on the catalog and take it digital. The irony of it all. If customers follow that logic too - we should all be wearing quartz or no watch at all
