Dawsons Music & Sound, a respected music equipment provider established in the late 19th century, faced a unique challenge. Their catalogue served as the primary communication channel for their Education business, targeting schools and colleges’ budget owners and decision-makers. To expand their reach and showcase their extensive range, they needed to introduce additional features into the catalogue while aligning it with their online and social channels.
Seventy7, having successfully collaborated with Dawsons for years, took on the task. We strategically enhanced the catalogue to focus on the Educational side of the business. This included developing a pricing structure and multibuy offering to establish Dawsons Music & Sound as experts in music equipment. They introduced a “talk to an expert” feature throughout the book, encouraging direct communication with the Dawsons team. Additionally, a “sensory” section was introduced to widen their audience to Children’s Hospitals and Special Needs Schools.
The collaboration resulted in a catalogue that not only served as a communication channel but also elevated Dawsons’ brand positioning in the education sector. The catalogue became the first point of contact in a superior customer experience, showcasing their expertise and range. The additional features introduced in the catalogue transitioned into their online and social outreach strategy. The outcome was a successful expansion into new customer segments and an enhanced online presence for Dawsons Music & Sound.