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arketingPartners.com

CATALOG MARKETING

PRACTICES GUIDE

Modern Marketing PartnersCatalog Marketing Best Practices

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Despite rumors of its demise, catalog marketing can be successful

when properly executed. Because of incumbent printing, production

and postage costs, catalog marketing can be quite expensive and

unprofitable if not implemented correctly.

Besides high profile, big budget consumer catalogs like Crate

and Barrel or Victoria’s Secret, what are effective techniques for

business-to-business or niche market catalogs?

To answer this question, Modern Marketing Partners shares Top 10

Catalog marketing best practices, along with some examples and

additional resources.

Top 10 Catalog Marketing Best Practices

1. Brand Identity

2. Design

3. Photography

4. Easy ordering

5. High quality list

6. Promotions

7. Copy

8. Niche Catalogs

9. Cross-Channel Marketing

10. Measurement

10 Catalog Marketing Best Practices

1. Brand Identity – Foundational to catalog marketing success is the

strength of your brand. Established brands enjoy brand awareness

while new brands must rely on effective brand naming, and

compelling graphic identity. Strong brands typically use their brand

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names or trademarks for their catalog name. Unknown brands

must use a compelling catalog name, but might also consider a

literal descriptor to avoid confusion. Other aspects of brand identity

include logos, and the subject of our next best practice, design.

2. Design – Hand-in-hand with brand identity is effective catalog

design. The first impression of the catalog, and the decision to

open and interact is driven by the catalog cover. The cover must

be aesthetically appealing, but also convey what the contents

include. Depending on the category, an offer or hook can pique

interest, or create a sense of urgency. Catalog interiors should

have user-friendly organization. Larger catalogs should have a table

of contents, folios or tabs. And remember, white space is good!

A critical aspect of catalog design is the subject of our next best

practice, photography.

3. Copy – Catalog copy must be clear, concise, easy to read, and

depending on the category, educational or even entertaining. The

catalog user must be able to find all information required to make a

purchase decision, or risk losing the sale. Ordering information and

pricing should be presented in easy to read tables.

4. Photography – The best catalogs are highly visual, allowing

the user to breeze through with minimal effort. Photography

supports the visual experience. Environmental photography is most

effective, or imagery of products in real-life settings, ideally with

people interacting with your products! Product photos are still a

necessity, but when possible, make product secondary or equal to

environmental photography. Think thumbnails!

5. Make Ordering Easy – Communicate multiple options for

ordering including toll-free 800 telephone (ideally with memorable

number!), website or mail-in form. Not surprisingly, mail-in form

use is declining in use but should still be included in your catalog.

Many buyers prefer to fill it out while looking through the catalog so

they can keep track of things. The 800 number is useful for buyers

with questions. List and highlight ordering options on every page

or spread.

Shown here: product catalogs for FC Lighting

Shown here: HermanMiller catalog spread with product and environmental photography

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6. The Mail List – The old adage, “your direct mail is only as

successful as your list,” is more truer than ever with the high

costs of mail catalogs. When procuring lists, make sure each has

been qualified within the past year. Be sure to de-dupe lists, and

use change of address databases (NCOA). Likewise, internal lists

should be re-qualified, de-duped, and expanded with professional

telemarketing qualification. Capture new prospects via multiple

online registration forms.

7. Promotions – Create a sense of urgency with promotions! Offer

free shipping for 15 days from today! Purchase $100, get a free

premium item. Buy before midnight, get a $25 coupon off your

next purchase. Encourage repeat purchases with a loyalty program.

Upsell and cross-sell related items. Think Amazon.com! Think neon

violator, Order Now!

8. Consider Niche Catalogs – The general catalog could go the

way of the yellow pages. Other than mega-brands, niche-targeted

catalogs can help you reach and convert more customers. Segment

your customers by type and buyer behavior to identify niches and

verticals. Research underserved niches and test market. Identify list

options for niches.

9. Cross-Channel Marketing – In 2013, the print catalog must co-

exist with a corresponding website or electronic catalog version.

Why? Because customers like both! The printed catalogs might

be the communication medium, but the Internet website is the

preferred ordering mechanism. In addition, search engines now

index PDFs, including electronic versions of catalogs, so PDFs can

rank in search results.

Likewise, catalog promotion must be cross- or multi-channel. The

Internet casts a wide net of prospective customers via search

engines. Paid search including pay-per-click can deliver website

Shown here: award-winning niche catalog for New Pig Plant Safety Products

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traffic. And social media can rank high in search results and drive

traffic to the online catalog or ecommerce website. Finally, email

marketing is effective in driving website traffic and

ecommerce sales.

10. Measurement – One key benefit of catalog marketing is the

ability to measure results. Telephone, mail and online orders

can easily be tracked to the catalog mailing using simple codes.

Sales conversions can be measured and reported by catalog

type, mail date, lists and related. Track promotions when used

and report trends. Marketing automation software can support

measurement and reporting.

Catalog Marketing Success

No question, catalog marketing is declining with ever-rising

postage and printing costs, and the pending elimination

of Saturday postal delivery. Nevertheless, there are still

opportunities for catalog marketing success. Especially when

employing these catalog marketing best practices. Regardless

of your products or category, always test different variables

like design, lists, paid search campaigns, measure results, and

continually improve your catalog marketing.

For more information, check out some additional resources below.

Additional Resources:

Catalog Marketing Facebook Group

Direct Marketing Institute

Multi Channel Merchant

Target Marketing Magazine

The Direct Marketing Association

The Institute of Direct and Digital Marketing

Modern Marketing Partners is a

full-service print and digital

agency with deep experience in

collateral design and production,

including catalogs. Clients include

Fortune 5000 corporations and

entrepreneurial start-ups. To

request a free Catalog Marketing

Analysis, contact Neil Brown at

630-868-5061, or visit

www.ModernMarketingPartners.com

©Copyright 2014. Modern Marketing Partners. All Rights Reserved.