Catalog Marketing Makes a Comeback
We know what you’re thinking – “Really? Catalogs?” and the answer is yes, catalogs. Previously dismissed as archaic and useless, the catalog is making a comeback and it’s looking good. Here’s our take on why catalogs are returning as an effective marketing tool.
[success]1. Shopping[/success]
Multiple studies have been done and the numbers speak for themselves – people who receive catalogs are 15% more likely to shop than those who don’t. You’d think that certain factors would alter these studies such as age, race, income, or geography, but they don’t. Overall the consensus is this: catalogs make people shop. This is why having an ecommerce feature to a website is key for many businesses because catalogs can be directly linked to online shopping. In fact, roughly 40% of people that use catalogs end up shopping online. Do we have your attention yet?
The prime target for catalog customers fall under this description: A married, employed woman, living in the suburbs with her husband who is also employed. It’s kind of a no-brainer. And it’s also boring. We think that catalogs are a great way to reach out to those niche markets we love so much. This is also where link building comes in. Try partnering up with a website that caters to your target audience. For example, you’ve just created a new all organic dog food brand. You’ll want to reach dog owners that have a hefty disposable income and are willing to spend a little more on their four-legged companions. By teaming up with websites that do owners frequent such as the PetSmart site or even forums that are strictly for Yorkie owners, you’ll be reaching out to an existing audience and virtually offering them your catalog, which will further drive traffic to your website.
Studies have shown one very interesting factor in over 90% of catalog shoppers – they keep the catalog. Not forever, just until a new one arrives. But this is a huge deal – think of it this way: a customer that signs up for a catalog and keeps it until a new one arrives means that the customer is probably making multiple purchases within the gap time of catalog delivery. Be it a physical catalog that they can flip through or an e-mail catalog, customers hold onto them. This means that if your business can target exactly what amount of time customers get bored with a catalog before they receive a new one and your sales will skyrocket. Be careful though, put out a new catalog too often and the excitement of novelty wears off, it just becomes junk mail. Put out a catalog not often enough and your customers will grow restless and look for the same products elsewhere. We recommend keeping is seasonal. Depending on what you’re selling, every 2-3 months a new catalog should arrive. It becomes something that your customers look forward to in the mail or their email inbox. You’ve offered them novelty, exclusivity, and accessibility all rolled into one simple marketing strategy – the catalog.
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