How Businesses Can Benefit from Catalog Marketing in the Digital Age
Every month people receive dozens of catalogs in their mailbox. House and home magazines, grocery store flyer booklets, thick fashion catalogs, and health product mini magazines are delivered door-to-door as brands try to reach their consumers and make a solid impact. You might be wondering, with the convenience and affordability of Internet marketing, why are printed catalogs still around? Are catalogs still relevant? The answer to this question is quite simple: tangibility.
Why Are Printed Catalogs Still Around in the Digital Age?
One reason why printed catalogs are still around in the digital age is that they’re tactile. Reading a book is a passive activity—you don’t have to search anything, type anything, or dig for what you’re looking for. Catalog marketing allows you to target your customers who are already interested in what you have to offer. Readers won’t be able to delete your marketing e-mails or reflexively close your ad pop-ups. Everything they need to know about your brand, the products, and/or the services that you offer can be provided in short-form or at length, depending on the size of your catalog. You have more control with reaching your customers directly than you would with a web site. Customers can look at the pictures, read through the informative blurbs, and be directed to your web site or phone number for more information. They can absorb the materials you provide them on their commute to work or during their morning cup of coffee.
How Are Companies Using Catalogs for Marketing?
Brands such as Todd Snyder, Boden, Williams-Sonoma, Bonobos, Tommy Bahama, and others have embraced print as a differentiated marketing tool because it is intended to create longer-lasting impressions on customers. But today’s catalogs look a lot different than the ones you might remember.
The tangible elements of print media shift the human brain into a deeper level of engagement. People who read on paper absorb the information they receive better than when they skim through something on a screen. Additionally, attention span when reading online is shorter than when a person focuses on printed text. Although more companies are switching to digital marketing, the companies that have stuck it out with catalogs have seen a reasonable increase in their overall response rate. American Eagle Outfitters and its Aerie division are examples of brands that have succeeded at integrating their print media with digital media channels. Some big fashion companies like Bloomingdale’s and Wayfair have never abandoned print at all.
These labels have designed beautiful print products that resemble art books, but they are secretly successful sales tools. It’s not just about using print media because of its benefits; catalog retailers and brands need to be smarter about who to target and how. For many companies, catalogs can reengage the customer and represent the brand mission in a different way. The results are tangible, unlike digital media, where one can see an ad and continue scrolling, or delete an e-mail. Catalogs sits on coffee tables, fill tables in waiting rooms, and are often left around the house for a longer period of time. Catalogs can operate as style guides and give consumers an idea of how their life could look with these items in their wardrobe, home, car, or office.
Other examples of catalogs are big, hundred-page long books that bring together all the product categories of a brand for a season; it acts as a resource that can be referred back to later on. These large format, artistic, widely distributed marketing tools bring the story of the brand to life, and directs consumers to the brand’s web site.
Why Do Companies Still Use Catalog Marketing?
Contrary to popular belief, catalogs cost only a fraction of the revenue that they generate. If you spend $1,000 on a catalog marketing strategy, you could see $4,000 in sales. Brands have complete control over how much they spend on their direct mail marketing campaigns. You can go as high or low as you want. The more you invest into your campaign, the higher your return is going to be. If the end goal is to grow your business, direct mail marketing is one way to help you boost sales and get a high return on investment.
Companies also use catalog marketing to reach customers in all possible ways. Catalogs can include your web site address and phone number for orders. Your web site should then offer the opportunity to sign up for your physical catalog. Creating this omnichannel experience will give buyers the opportunity to browse your marketing materials, communicate with you about their questions and concerns, make a purchase with ease in multiple ways, and establish your credibility in their eyes.
Print catalogs show customers that you’re invested in your products and your customers. And customers appreciate that. Companies that go the extra mile by providing multiple platforms of information on their products and services get a much better reaction from customers.
Get Catalog Marketing Support at Macromark
If you want to get your brand story in the hands of your customers, catalog marketing is one of the many solutions available to you. Along with catalog marketing, there are services like direct mail listing, and subscription box services, among many others. Companies like Macromark that provide direct mail catalog services can help you understand this opportunity to grow and acquire a larger customer base. We can provide all the information, advice, and assistance you need to get your direct mail marketing campaign up and running. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment and list management. For more information about how we can help grow your business, contact us at 1-(845) 230-6300.
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