Print/Production: Four Challenges to On-demand Catalogs

Composition Technology: Both marketing and sales people understand the value of getting collateral pieces such as catalogs and product brochures in the hands of customers and prospects. Where opinions differ is what is the best way to accomplish this goal.

Sales and service representatives shy away from generic materials produced by marketing. They prefer to assemble collateral materials whose content is personalized to the customer, pulling from various sources. The drawback is that such pieces tend to have a “patched-together” look and are time-consuming to produce. Brand guidelines fall by the wayside. The result? An ineffective piece.