Catalogues are a popular marketing tool. Businesses use catalogues to showcase their products, sales and services and for many businesses catalogue marketing is a key sales initiative. We live in a digital age, but catalogues are still the bestand mosteffective way to present information to customers when they are off line.
Off line marketing still offers a business a range of benefits, it’s an opportunity to connect with your audience when they aren’t using their laptop, tablet or phone. People still like to receive a physical catalogue, many peopl0065 will believe a physical catalogue over an online ad.
Catalogues still provide a convenient format that allows you to present your information in a visually enticing way. Catalogues also work well when used along with other advertising materials such as postcards and flyers. Even today catalogues have a longer *life span* than most other forms of print marketing available. A well-designed catalogue will be kept by new clients and customers alike, as they can continue to browse through it, or refer to it over time.
You keep your business, your products and services in front of your audience for longer when you use catalogue marketing.
When it comes to catalogue design:
- Design your catalogue towards your target market – the best catalogue design is one that is targeted towards your audience, your catalogue should be enjoyable to read and informative. Make your brochure eye catching and showcase your products or services as something that is useful or valuable for your audience. Advertise all your social media outlets and add a QR code. You can also add some extra features with surveys or feedback forms, this way you get to understand your audience better, who are they? Where are they? What do they buy? Armed with this information you can make your next catalogue even better.
- Highlight the items or services that are your best – be strategic and choose the best products to promote. Make your best sellers, your best services or new products the most visible parts of your catalogue. Your catalogue design should be set out in a way that the products or services that your target audience are most likely to use, or buy are *front and centre*. Take your time to review which products or information is best suited to the cover of your catalogue, the first page of your catalogue, and what will work best on the back page. Try and make *every post a winner* – consider the layout of your catalogue along with sizes of images, pricing and information and features from the buyer’s point of view. Fine tune your layout so you have a catalogue design that converts buyer interest into sales.
- Focus your attention on key items. Use your catalogue layout to create interest around just one or two products or special offers, focusing your catalogue design on these specials. You can help emphasise these specials by using different layout elements or by using extra graphics. Provide all the extra information a potential buyer would need along with clear pricing. When you help those reading your catalogue to easily learn about a new product, special offer or promotion, you’re helping motivate them to buy.
- Market your catalogue – a well designed catalogue is just the beginning. Now you have to ensure that your customers and clients get a copy of the catalogue. You can do this by:
- Mailing out a copy of your catalogue to all your subscribers
- Display your catalogues in store
- Promote your catalogue using social media
- Integrate your catalogue with a Facebook competition or similar
- Include special offers or coupons
- Include a copy of your catalogue with every sale
- Feature your catalogue for viewing or downloading on your website
- Make sure you remind your customers about any limited offers, new products and if you are having any free offers – such as freeshipping on new products.
- Take some time to review the performance of your catalogue, use information gathered to fine tune your next catalogue so you get even better results next time.
Catalogues are still popular today and are perfect as a part of your traditional media campaign. Distributing your catalogues online will also broaden your reach but without the added costs.
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