While the debate over whether printed catalogs can survive in today’s digital marketing landscape has raged on for quite some time, the fact is that they continue to drive sales. In fact, a recent study by the firm AlixPartners found that catalog marketing targeting top existing customers returned $2-3 for every dollar invested in it, proving that when used well, this traditional channel can still make an impact on brand sales.
Catalogs are a great complement to your online marketing efforts, especially for business-to-business (B2B) sales. By mailing your catalog to targeted prospects, you can reach business owners and decision-makers that would be difficult to reach through other channels. This includes businesses in a variety of industries, such as restaurants, hotels, or even local government offices.
But it’s important to understand that catalogs are not just a collection of product pages, like those Sears mailed in their heyday. Instead, they’re an opportunity to tell a story and to evoke emotion. Catalogs must blend stunning product imagery with literature that embodies higher-level values and narrates experiences to capture consumer attention and interest. This is what sets catalogs apart from merely being a series of products grouped together, and it’s the reason that some of the most successful retail brands continue to utilize them today.
Unlike many of the digital ads that go unnoticed or are immediately forgotten, catalogs have an advantage over other media in that they’re tangible. This provides a multisensory experience that’s a welcome break from the incessant stream of digital content that’s thrown at consumers on a daily basis. It also allows customers to consider the products they see multiple times over, rather than in a single viewing. And, in the case of B2B sales, this can mean a longer sales cycle with a more informed customer at each step.
Another key benefit of catalogs is that they provide a more personalized experience for the recipient. By segmenting your audience, you can ensure that each individual receives a catalog that contains only the products they’re most interested in. In fact, personalized catalogs generate 36% more responses than non-personalized ones.
In addition, catalogs can be a great way to drive new leads to your website and social media channels, so that you can nurture them into customers. By using a mix of digital and traditional tactics, you can achieve the best results in the long run. Contact a local Detroit digital printing company today to learn more about how direct mailing in Detroit can help you reach your target market and grow your business.