Special Report: How to Use Catalogs to Drive Sales

Cross-channel retailers have heard for years that catalog marketing is no longer practical. It's too expensive and not a sales driver is the line that's repeated. There are hundreds of companies that would argue otherwise, however. When managed properly, a catalog marketing program can still be very profitable. Here are two tips to help your catalog marketing program reach profitability:

1. Be very clear in design and copy. It's a courtesy to your readers and increases sales for you. Clarity makes it fast and easy for your readers to focus on products and buying them, not on finding products or figuring them out. This includes simple but increasingly rare techniques like keeping your copy close to its image; product photos that show clearly how the product looks/fits/works; and copy that clearly answers questions readers have so they can make a buying decision.

2. Create a strong visual brand. Review a bunch of different catalogs all competing in the same marketplace. You'll find lots of them looking so much alike that a layperson couldn't differentiate one from the other. This isn't a good path for building brand loyalty. Sure, your designer will point out details that makes the design different from the competition, but if a gal bought a dress three months ago and can't remember from whom, will the next catalog in the mail look enough alike that she'll think that's where she bought it from and place another order? Mistaken identity happens frequently; don't let it happen to you.