Constant advertising and reinforcing your brand to your consumers will greatly help in making sure that your business thrives. As you know, marketing will always have a great impact in the total sales you acquire. You need to be able to provide your consumers with marketing or advertising materials that will not only entice them to buy your products but also inform them about your brand in an effort to get to know you and your goals better.
With this in mind, a catalog has been used to advertise and present information about the products and services offered by a brand since 1872. It has been proven as an effective tool to use to inform consumers about current and new products and services as well as entice them to purchase from the brand. And as mentioned, it is also a good way to reinforce a brand’s identity through consistent overall appearance and other pertinent information.
A catalog can help you achieve your marketing/advertising goals that in return will also help you achieve your sales targets. That is why it is important to provide consumers with a well-functioning and interactive catalog so that you can give useful information as well as present your products and services. You should aim to produce a catalog that will cater to what your consumer needs and wants to see, that’s why it should be able to present its contents in a systematic and flawless manner.
To help you create a good and functional catalog, here are the elements you should include:
1. Front cover: The front cover of the catalog is the first thing the consumer sees; it’s important that it provides information as well as information in an attention-grabbing manner. It should also carry your brand identity through the use of your brand colors and font style, brand name and logo, and so on. Aside from that, it should also have a high-quality image fitting of the overall style or aesthetics of the catalog. For example, when you release a fall catalog, it is best to use images that convey the season of fall to maintain coherence and consistency.
2. Introduction page/s: As the consumer opens that catalog, there should be a page or two pages dedicated to introduce what you have in store for them. Introduction pages should be used to introduce the brand, what it does, and what it offers. It should also explain the theme for the current release; for example, releasing a holiday home interior catalog means you want to help consumers on how to make their homes feel more lively and fitting for the season. It should also help boost the curiosity of the consumer to flip through the entire catalog.
3. Table of contents: Since you want to give consumers a functional catalog, including a table of contents ensures that they can easily locate the page where they can find what they need. The table of contents should systematically list all the contents of the catalog separated by chapter or category. Doing this ensures that similar things are grouped together for better browsing experience. Aside from that, it will also give consumers an overview of what can be found on the catalog, that way they can immediately proceed to the section that they need.
4. Product and/or Services presentation: Since the purpose of a catalog is to present what you have to offer to your target consumers, the products and/or services should be presented following the order in the table of contents. There should be a high-quality image for each product and/or services along with a the product and/or service name, a brief description of what it is for, what its benefits are, and so on. Aside from that, the item numbers, category and subcategory, description, attributes, prices, barcodes, etc. should also be included.
5. Final pages: The final pages of the catalog can be used as a code or price list for each product and services that have been included should you decide to not include the prices on the product presentation. It can also be used for final advertisements and additional notes or a teaser for what’s to come for the next issue. Final pages allow you to end the catalog in a good, positive note.
6. Back cover: The back cover of the catalog is as equally important as the front cover. It is important that the design on the back cover is related and consistent to the front cover in order to tie things up neatly. You can also utilize the back cover to give consumers of a glimpse of the cover for the next issue or what’s to come for the brand.
In order to make an good business catalog you need to come up with fresh ideas and find an effective way to incorporate it. You need to research and understand what your consumers wants to see from you and strategically plan how to present it in an aesthetically pleasing manner. Remember that your catalog will be one of the basis why a consumer purchases from you; thus, it is important that it is created in a way that satisfies them. So, listed below is a short guide you can follow when creating a catalog for your brand:
1. Know and understand your consumers: A brand should definitely have a clear sense of who their target consumers are so that tailoring marketing or advertising strategies to their preferences will be easier and more efficient. In this sense, it is best to get to know and understand you targets first before diving deep into creating your catalog. Research about the trends that your targets are currently on so that you can incorporate that to your catalog.
2. Choose what format to use: Once you know what and how to present your product and services in the catalog, you can proceed to choosing what format will work best for your consumers. For example, for teens and young adults, it is best to invest in an online catalog format since they are always on their phone, while adults and elder consumers will most likely prefer print catalogs or mail catalogs since that’s what they’re used to since the beginning. However, when choosing which format to use, it is also best to ensure that the format you choose will be the most cost-effective option for you so that you get a high return of investment.
3. Draft an outline: Since you have already decided on what format to use you can now make an outline for your catalog. Making an outline before you layout your catalog will ensure that you have accounted for all the essential elements that you need to include. The outline will give you a clear overview of what the finished output will look like helping you decide what to improve and what to leave out. The outline will also ensure that the layout you decide to follow is fitting to the format that you have chosen, thus, helping lessen the time for constant revisions. You may also see sales catalog examples.
4. Layout the catalog: Once you have the outline all that you need to do is incorporate all contents in your catalog. This means that you attach the images for each product and/or service along with their descriptions and other product information. When laying out the catalog, make sure that you aim for an aesthetically pleasing outcome yet still providing useful information about what you offer and the brand itself. Make sure that your brand identity is translated into the overall design and layout; use your brand color/s and font style, maintain coherence with the brand’s overall look, be consistent with your brand language, and so on.
5. Organize all the contents: After the layout, make sure that all the contents of your catalog are systematically organized. Make sure that similar things or closely related things are grouped together for a more coherent and comprehensible outcome. This will also help your consumers to easily browse through your catalog and avoid confusing them. For example, a home product catalog should group the products by category; separate kitchenware from bedroom products to make the catalog easier skim through.
6. Proofread and edit accordingly: Before you start printing your catalog, make sure that there are no errors and mistakes with the layout and information you have included. It is best to let others proofread and critic your output so that you have a clear idea on what do improve on your current layout. Edit the catalog accordingly before printing and distribution.
A catalog can be a daunting task. It requires you to be keen and specific with how you do the process. Since you now have an idea on how to create a catalog, here are some tips you can refer to fro additional insight:
Here are the types of catalogs that you can use for your brand’s products and/or services:
Here are answers to some frequently asked questions about catalogs:
Using a catalog allows you to have one uniformed output where you present the products and services that you offer. This allows to advertise what you offer and at the same time, generate sale. It is an effective tool to use when you want your target consumers to get to know your brand even more and encourage them to purchase from you. You may also see travel catalog examples.
Making a catalog requires a team effort. The sales, marketing, IT, and graphics teams should be involved and work hand in hand. There should be a designation of tasks so that you can make sure that the output you produce is effective and successful.