Christopher Ward, a manufacturer/marketer of fine watches, has
switched to a new format for its catalogue with the aim of
increasing conversion ratios and reducing its cost-per-action
(CPA) spend. The autumn/winter 2010 edition has been renamed the
Christopher Ward Magazine and features, amongst other things,
news on the latest additions to the range, articles on horology,
an infographic about the workings of a Christopher Ward watch,
and a “style watch” section. The introduction of a
magazine, says cofounder and director Mike France, “brings
the brand to life in an entertaining and informing way, rather
than [using] the traditional catalogue approach which can be a
more arid dialogue, even when done well.”
The in-house Christopher Ward team, together with external design
and editing support, put together the new magalogue. The company
also engaged freelance journalists for some of the feature
articles.
While it is sending the new format to customers and prospects,
Christopher Ward has no plans to insert the magalogue into
magazines or newspapers for additional distribution.
However, it has published a digital edition on its website,
“which is proving extremely popular”, says France.
“It’s early days,” he adds, “but the initial
response has been excellent both critically and
financially.”
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