What if we tell you there’s a better way of showcasing your products and services instead of fitting them all into a minute-long commercial? Catalog marketing is a common advertising method that many companies use to sell a collection of their business offers to a group of targeted consumers. But for this marketing material to woo its intended audience, a strategically crafted catalog design must be achieved.
The great thing about catalogs is that they are a lot less expensive than a sales force, and that they provide detailed information about a particular product for customers to refer to. But to do this, your advertising catalog must possess the necessary elements.
Catalogs serve as a cost-effective way to get information across to consumers in an enticing, physical format. But like advertising flyers and marketing brochures, it’s important to pay close attention to every detail of your catalog.
With that being said, here are five essential steps to producing a sales-driving medium:
1. Understand your audience.
Customer data and insights will help you tailor your catalog according to the needs of your specified market. This way, you could easily decide what to feature and what to say in your content.
2. Choose the products or services to sell.
Once you have identified your target customers, you need to examine your selling strategy and determine which items would resonate best with your market. By doing so, you can personalize each set of catalogs to receive the highest possible response from consumers.
3. Create a layout.
Have you ever noticed how stores strategically place their items on shelves to maximize their exposure?
The same technique applies to the items presented in your catalog. Customers always want to know what’s “in” these days, so take them on a shopping experience by positioning items to where the eye naturally flows.
4. Formulate a support strategy.
If anything, your catalog stands as a single tool in a multi-channel approach. Consider this as an opportunity to create a connection between each medium by directing catalog users to your website or social media pages. You can even use this as a platform to invite customers to sign up to your weekly newsletters for the latest updates on the newest releases, company announcements, and product launches.
5. Assess catalog performance.
Even after printing your catalog, you still need to monitor its performance in the marketplace. This is essential in refining your efforts and perfecting your strategies for future campaigns. To understand how page conversions work, you need to look at what sold well and what didn’t. Quantify these results and present them in a chart or graph for your next meeting with the marketing department.
A catalog layout should make it easy for customers to browse through each page and order their items of choice. However, a good catalog must also be as informative as it is attractive. To make the most of your investment, take note of the following design tips:
So now you’ve decided to sell your products and services with a catalog, but do you know which catalog type to use? Listed below are some of the most common types of catalogs in the market:
If you’re looking for a tangible promotional material with an exceptional staying power, a print catalog is a good choice. This allows you to showcase single and multiple product categories to customers through a medium that they could touch and use whenever necessary. While some print catalogs require shoppers to inquire by phone, others come with an ordering form and return envelope with prepaid postage for their convenience.
Living in a technology-driven society, online catalogs serve as a cost-saving alternative to their traditional counterpart. Apart from saving on printing and mailing costs, online catalogs allow you to update prices, products, and promotions a lot quicker than usual. A virtual shopping cart and an electronic payment method is something that retailers and shoppers in the modern age can use to their benefit.
Companies with more than a dozen items in their product line often produce their own catalogs. Here, similar products are grouped together to allow customers with specific interests to quickly find what they’re looking for. Spreading items throughout the catalog is also a technique that many marketers use to increase impulse buys among shoppers.
Multiple company catalogs are used to feature products from a variety of manufacturers, some of which are of the same industry. This is incredibly useful for mass retailers like Walmart or Sephora, as the catalog makes it easier to showcase a series of items from competing brands in a single medium.
When planning your sales catalog design, you might want to consider selecting the most appropriate size option for it as well.
Let’s have a look at some of the most commonly asked questions surrounding catalogs:
Once you have identified the type of catalog to create, you can begin with a blank layout to position items you wish to include in your catalog. You can either categorize these products or services according to their respective types, or place them strategically across each page. Items should have short descriptions for reference as well. You can also use other text and graphic elements to draw attention and drive sales.
Do remember to review your catalog for any spelling and grammar errors, pricing mistakes, and other issues that may not be reversed with the type of catalog being produced.
Catalogs are book-like marketing mediums that allow you to promote your product or product lines to a targeted group. This provides customers with a clear picture of what you can bring to the table with the help of visual-friendly creatives. Many businesses, regardless of their respective industries, use these catalogs to promote and upsell their items, particularly during the season of gift-giving and impulse shopping.
Not everyone has the time to walk by every aisle in your store. As a customer, you’re only slightly aware of what’s available and what’s not. One effective way to address this problem is to use a catalog to communicate your business offerings to consumers.
And there you have it! The next time you find yourself in need of a catalog, be sure to refer to the designs and examples provided in this article. You can also check out Template.net for more catalog samples.