That 4-inch-thick catalog Sears published every Christmas has gone the way of the Sony Walkman, but guess what? The days of catalogs are not over.
In fact, a lot of companies use them and use them well. These glossy pieces, which make kids dream of new toys and parents of sound-blocking headphones, are still effective marketing tools. In light of recent Sears’ closings, I was reminded of their catalog and found myself online reading up on catalog publishing.
A few things I learned:
But catalogs are not an inexpensive endeavor. After all, postage makes up half of their cost. That’s why it is important to use them strategically.
Here are some points I think you should keep in mind.
Catalogs aren’t dead, but the days of packing everything you sell into one catalog are. Today’s catalogs are…
In the past, large retail businesses (cue Sears) have mailed out thick pieces containing their products. Today, fewer businesses do this for a variety of reasons. One of which is the internet, where a business’ website can act as a digital catalog. The other lies in the cost factor, as I mentioned before. Many of these retailers are turning to magazine production instead to promote their product as well as entertain their audience.
As for small businesses, a limited catalog sent to a carefully selected audience can help cultivate new customers. If, for example, your company makes expensive leather goods for men, you can create a small catalog that showcases your best sellers and send it to a list of potential customers. Now, how do you choose those men for the list? Perhaps send it to households in high-end neighborhoods or to a purchased mailing list chosen based on specific demographics.
Catalogs aren’t over, but they are changing for the better.
Want to talk about creating a catalog, or about how to better target an audience for yours? Give us a call.
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