How Catalogs Should Fit into Your Marketing

Most of us remember the magic of getting catalogs in the mail—leafing through the pages and marking down the items you wanted to add to your wish list. Catalogs were full of potential and excitement.

Well, today’s product catalogs still bring the magic! They can play a pivotal role in your comprehensive marketing mix. Catalogs are physical representations of your brand and an extremely effective way to boost sales. They complement and enhance your marketing strategies. Here’s how to include catalogs as a powerful tool in your marketing lineup!

1. Integrated Branding

Like any critical piece of marketing collateral, a catalog is the perfect way to showcase your brand’s identity—catch “eyeballs” and stand out from the crowd. Here are two essential ways to make sure your catalog is a sound brand promotion investment:

• Stay Consistent: When buyers see your catalog, they should instantly know it’s from your brand because it should reflect your brand identity. Catalogs should be consistent with other marketing channels like your website, social media, and in-store displays. That means using the same logos, colors, font, and overall aesthetics in all your materials. Consider the customer experience when laying out your printed catalog. 
• Tell Your Brand Story: Storytelling is one of your marketing superpowers. Think of your catalog as the perfect platform to share your brand story and showcase your values, mission, and the unique aspects and differentiators of your brand. These stories feel personal; they help potential customers become buyers and they help your buyers build a deeper connection with your company.

2. Sales Promotions

Does your catalog include special offers? People love an “inside” deal. Make your target audience feel valued and feel extra special. Entice them to open and explore print catalogs by including sales promotions. Consider the following:

• Special Offers and Discounts: Prominently highlight special offers and discounts for your catalog recipients. When you include exclusive offers, deals, and promotions with your catalog distribution, you’ll attract attention and drive sales.
• Seasonal Promotions: Your catalogs should feature seasonal promotions, products, and trends. It’s especially crucial for companies that sell branded products and items that change with seasonal demand. Think of ways to showcase relevant products and gift ideas to capitalize on timely shopping trends and behaviors.

3. Product Launches and Highlighting

What items are you most excited about selling? What are your customers anticipating and watching for? These hot items should be front and center in your catalog and promotional materials. Spread the word on important news like:

• New Product Launches: Introduce customers to new products or collections in your catalog. Descriptions should always include detailed information and high-quality images. Tell the story behind the latest offerings.
• Best-Sellers and Featured Products: Don’t overlook popular and high-margin items. Your catalog should highlight your best sellers and call them to your audience’s attention. After all, they’re presumably popular for a good reason—show it off!

4. Digital Integration

Your catalogs should work with your digital marketing mix. Today’s customers enjoy interaction and the chance to take a deeper dive. Give them ways to learn more and to buy online to suit their purchasing preferences. Explore the following:

• QR Codes and Links: Lead customers to additional online content and ways that they can learn more about products that catch their eye by including a QR code and URL. Some great landing options include product demo videos, virtual try-ons, and expanded product descriptions and details. Catalog marketing lets them take a deeper dive.
• Offer Online Catalogs: When you’ve already got the pieces of a physical catalog together, including a digital version is a no-brainer. Let your customers view digital catalogs on your website and through email marketing campaigns. Not only will it extend the reach of your messages, but an online catalog will also provide an eco-friendly option to those who prefer it.

5. Customer Loyalty and Retention

Your customers should feel like they’re in a special club that’s in the know! A catalog can help them recognize their insider status and give them extra perks. It’s all part of building that mailbox magic when a catalog arrives.

• Loyalty Program Integration: Include your loyalty program’s “members only” details. How do customers join and become part of the in-crowd? Include exclusive offers for loyal customers and repeat business on your mailing lists.
• Follow-Up Communication: With those important catalog interactions, you get an insight into customer data. Be sure that you retain and use that data to maximum effect—follow-up interactions with personalized emails and cards. Enhance the customer journey and increase the likelihood of future conversations.  

By thoughtfully integrating product catalogs into your marketing strategy, you can create a seamless and engaging experience that enhances brand awareness, drives sales, and builds lasting customer relationships. Catalogs are a valuable way to deliver marketing magic in the mail.

If you need ideas and assistance with your marketing mix, reach out! We know how to help you get noticed in ways that work!