Even though online buying is becoming an everyday practice, shoppers and retailers alike are showing that paper is still the way to go in terms of marketing. Because, while they are bombarded with online ads that they rarely trust or click on, consumers consistently show a strong attachment to physical mail that they can interact with on their own time.
Print marketing might mean more time and money than digital, but catalogs that positively engage your customers are worth the investment. Follow these eight best practices when creating your next catalog campaign.
Inspire Your Customers
First and foremost, your catalogs should inspire your consumer. Gone are the days that a catalog is a simple product list. Now–through thoughtful design, photography, and copy–you can tell the story of your brand and connect with customers that have the same aesthetic tastes.
In an age where people are curating their lives through social media, brand images can now be aspirational rather than just advertisements. Make a goal of creating an emotional connection through your catalogs in addition to being informational.
When designing your catalog, it is important to design with your audience in mind. Visuals can go a long way and, from start to finish, should reflect the aesthetic of your customer. Even if the product comes from the same category–say fashion–a catalog for young professionals will look much different than a catalog for mothers.
Consider personalizing catalogs to show items based on previous purchases or to show items that are available in nearby stores. This level of personalization will set you apart. Consider working with vendors that offer variable data printing.
Present a Strong Brand Identity
Catalogs are always competing for space in a consumer’s mind. However, many of them look so similar, it’s difficult to differentiate between the companies. In order to create brand loyalty, you need to stand out among the crowd, and you can do that by creating and showing a strong identity.
A catalog should be an extension of your brand and should support whatever messages you stand for. A successful catalog will both display products and present a clear individuality. Don’t let your catalog get bogged down with product details. Use the unique voice of the brand to carry your products forward.
Focus on Quality
Hand in hand with a strong brand presence is quality. This means quality in design, size, and type of paper – everything that goes into a catalog should be purposeful, and it should represent your business in the best way possible. These small details can enhance the overall appearance of your catalog and ultimately say a lot about your brand.
Make It Easy to Navigate
Catalogs should have a user-friendly layout and be designed in a way that naturally leads from page to page. Readability and scannability are both essential in clear design.
There should be a clear hierarchy to each page, with one or two items standing out and other elements lending support. Remember: using different fonts can be confusing, white space is your friend, and important information should always be clear and up front.
Use Impactful Photos
Catalogs that are image-heavy give a sense of brand personality and allow customers to scan through with minimal effort. In general, environmental photography–that show products in a surrounding where they would naturally be–is most effective, especially when the people in the photos are interacting with your products.
However, don’t group too many products in one photo as it will be distracting to the viewer. It is best to show items individually or in very small, related groups. Make great photos the centerpiece in your catalog. They’ll do the work to keep your reader engaged.
Make Ordering Easy
Think beyond aesthetics, as well. If a reader can’t figure out how to place an order or what items they want to purchase, then you stand to lose out on sales. This is why it is essential to organize your catalog to make ordering as easy as possible. Often top-selling products are lost among similar items. Focus on these items and position them with products that would go well in addition to rather than instead of. Any opportunity to cross-sell companion products through copy or callouts can increase sales up to 15%.1
As a customer browses the catalog, it should be clear how they can place an order. Include website URLs and a phone number that are easy to find within the design, and then push orders with promotions and time-sensitive offers.
Successful catalogs will help lead your customers online to make purchases, but should only be sent with controlled frequency as to not overwhelm or annoy them. While 53% of consumers like the number of catalogs they receive and 25% want even more, a fine line exists between more catalogs and too many.2
For consumers that desire catalogs, once a month should be the maximum frequency. However, quarterly or seasonal catalogs are optimal for most effective brand-customer interaction.
Engaging catalog marketing has been a proven method of boosting online sales. By following these best practices, you can provide your customers with a memorable experience that makes them feel inspired, connects them to your brand, and drives them to shop.