So you want to launch a catalog now?

By Susan McIntyre

6 Guidelines for Starting Anew
PATIENT: Doc, all this has me wondering if I should consider a new catalog at all?

CATALOG DOCTOR: Let’s look at some classic launch guidelines and crucial questions to ask yourself, all of which are still true today. Then you decide.

1. How special are your products? Products are still king. Are your products unique and not “me too”? Are they better looking, of better quality, more functional and/or lower priced than similar products on the market? If you answer “no” to all those, your catalog’s chance of success is low. If, however, you answer “yes” to one or two, your odds of success are better. If “yes” to three or more, your chances are pretty good.