Established at the end of the 19th Century in Warrington, Dawsons Music & Sound are one of the oldest and most trusted providers of music equipment in the UK. Their Education department provides musical equipment to schools, colleges and universities across the world, and the catalogue is the physical face of that. seventy7 worked with their Marketing department to develop the creative style of the existing catalogue and build the 2020 book with a quick turnaround time, and on budget.
Having worked successfully with the client over a number of years we understood that their catalogue is the main communication channel for the Dawsons Music & Sound Education business. It operates as the first stage of a face to face process. Therefore, in order to help them expand to new customers but also showcase the extent of the Dawsons Music & Sound range a variety of additional features needed to be introduced into the catalogue, with the long term vision of expanding throughout their online presence and social channels.
The Dawsons Music & Sound catalogue focuses on the Educational side of the business, targeting the budget owners and decision makers in Schools & Colleges. Positioning Dawsons Music & Sound music firmly as the experts in all aspects of music equipment. This was achieved – both visually and in the tone of voice – by developing a pricing structure and multibuy offering and establishing the catalogue as the first interaction and start point of a superior customer experience with Dawsons Music & Sound.
As a company that prides itself on being ‘run by musicians, for musicians’, Dawsons key communication channel other than the catalogue is their ‘talk to an expert’ feature. We sought to introduce this throughout the book using graphics, iconography, and carefully written messaging as a call to action to speak directly with Dawsons team.
As well as the iconography, we introduced a new ‘sensory’ section, widening the target audience span to Children’s Hospitals and Special Needs Schools nationwide, which proved to be extremely successful.
Working closely with the Dawsons Marketing Team throughout production; the creative and artwork was undertaken and successfully completed on time, within a strict production timeline, and within budget.
The additional thought and focus that was first executed in the catalogue has now developed and established itself as part of the Dawsons in-house team’s online and social outreach strategy.
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