With the advances in technology and e-commerce, most business
people would think print catalogs would be a dying marketing strategy. But in
reality, catalogs for both retailers and B2B are still as relevant as ever.
Research on multi-channel marketing confirms that acquiring
customers through the use of printed catalogs statistically increases response
rates and average order size and drives repeat purchases. According to a
Multichannel Merchant’s Outlook survey, “most catalogers are still relying on
their print catalog for 80% to 90% of their incrementally new customers.” More
than three-quarters of merchant respondents said catalogs were the top choice
for the method of prospecting they will use in the next 12 months. And shoppers
who receive a direct mail piece, which then directs them to an online site,
spend on average 13% more than those who do not receive a printed piece. Plus
websites supported by catalogs yield 163% more revenue than those not supported
by catalogs.
As far as the effectiveness of
printed catalogs, according
to Printing Industries of America, print catalogs carry an average cost per
lead of $47.61, whereas the average cost per email lead is $53.85. In addition,
print is considered to be the “most trustworthy” of media channels. And while
11% of marketing emails are opened, the opening rate is 91% for prospecting
direct mail.
In addition to better customer response rates and lower lead acquisition
costs, other benefits include…
1. Print catalogs are an
impactful and tangible way to connect consumers with your brand.
Usually prospects will spend hours looking at a screen every day.
Print catalogs offer an electronic alternative and a more memorable and lasting
way to view products, offering a quick reference capability.
2. Sales Reps still like to walk into customers’
offices handing them a resource catalog.
Sales people like to sell from a printed sales tool and they like
to have something to use as a leave-behind.
3. Print catalogs are not
deleted or sent into spam folders.
They arrive at homes, offices, and in the hands of potential
clients and targeted job positions.
4. They are convenient and
easily navigable.
Catalogs are easy to browse and use anywhere, including in the
field by on-site technicians. Plus products can be listed in easy to find categories,
ranging from use to capacities.
Catalogs are designed to help marketing
departments fulfill their objectives. Marketers are increasingly
challenged to produce a specific return on investment for their efforts.
The effect of a social media campaign on sales may be hard to pin down, but
catalogs, with their definitive mail dates and customer and source codes, are
easier to track.
At Les Loggins Marketing, we produce a variety
of printed catalog designed to help businesses increase the exposure of their
product lines and to help enhance the sales process. We produce various
publications, (writing, artwork, design and page preparation for printers)
particularly manufacturing catalogs, in English as well as in other languages.
The photo shows current industrial catalogs produced by Les
Loggins Marketing for J.C. Renfroe industrial lifting products.
LesLogginsMarketing.com
Data for the article was collected from the Harvard Business
Review, WorkFront.com and SageWorld.com.
