Cataloger Spotlight: Modern Postcard

In the rapidly evolving world of multichannel marketing, the print catalog’s role isn’t only changing on the consumer side. Consider how business postcard printer Modern Postcard, which for years provided its postcards to many business-to-business (B-to-B) marketers, has evolved into a cataloger:

In mid-September, the Carlsbad, Calif.-based Modern Postcard rolled out a 24-page, 10.375-inch-by-8-inch B-to-B catalog that mailed to about 200,000 prospects (80 percent) and existing customers (20 percent). “We felt that our product and service offerings were amenable to the catalog channel, and we saw the creation of a catalog as a unique means for us to differentiate ourselves, elevate our brand and continue to distance us from competitors,” says Gary Lundberg, Modern Postcard’s senior program manager.

The company is using its catalog to go after sales executives and marketers in the small office, home office and small business markets. Targeted companies have at least 10 employees and $200,000 in annual revenue, Lundberg says. “Many of our customers are sole proprietors, however, so we’re careful not to exclude these contacts where applicable.”

The company’s target audience represents a blend of industries, such as art galleries, photographers and universities,
all of which are familiar with the vendor. Other industries, such as retailers and business services, aren’t as familiar with Modern Postcard and are being targeted as cold prospects.

Catalog’s the Thing

“The catalog is the perfect vehicle to tell the entire story to both groups of how we can help grow their business,” Director of Marketing Christopher Foster says. “The catalog gives industries familiar with us more exposure to our complete line. For new audiences, this is a great way to introduce them to all we have to offer.”

Modern Postcard uses names, with specific industry, employee size and revenue criteria, from Dunn & Bradstreet’s compiled lists. For future catalogs, the company will work with Merit Direct to develop lists.

The catalog, which will mail twice next year (spring and fall), has been designed in a magalog format. Of the 24 pages, 14 plus the front and back covers comprise the core catalog. The other eight pages comprise an education-oriented insert bound in the center of the book. What’s more, the book includes a detachable postcard sample located on the opening spread (pgs. 2 and 3).

Once deciding to go forward with the catalog, “We conducted a focus group and received feedback from customers suggesting that our ‘magalog’ concept — sales content combined with information and educational material — was ideally suited for prospecting into markets less familiar with Modern Postcard,” Lundberg explains.

Modern Postcard is using other sophisticated catalog techniques. For instance, for the launch, the company created two treatments for customers and prospects, and versioned them per vertical industry targeted.

“Modern Postcard hasn’t positioned itself the way a typical printer does,” says Jeff Haggin, president and CEO of Haggin Marketing, a Mill Valley, Calif.-based consulting firm that worked with Modern Postcard on the catalog. “It’s more of a partner for business-to-market, to do direct marketing. Most printers are manufacturers first. These people are marketers first, very tuned in.”

As it does with other promotions, Modern Postcard backs the catalog with direct mail, e-mail and magazine advertising. For instance, to alert prospects and customers of the catalog’s arrival, Modern Postcard mailed a trifold postcard.

The Web site will be an integral component to Modern Postcard’s catalog launch support. “In addition to providing a landing page where customers can receive more information, download an electronic copy or request to be mailed a catalog,” Lundberg says, “we’re exploring technologies that’ll allow visitors to flip through and order from an online version.”