Don’t Count Out the Catalog!
August 20, 2014
A powerful tool in your selling arsenal is catalogs. According to the Direct Marketing Association, roughly 12.5 billion catalogs are printed and mailed each year in the retail sector. They are an integral part of any marketing campaign—not just for direct-sellers, but also for promotional products!
Don Edwards, a veteran distributor with 50 years of experience in the promotional products industry and $75,000 in food gift sales annually, practices the “three-foot rule”: when he is within three feet of a client, he provides them with a Maple Ridge Farms catalog. This doesn’t apply only to food gifts, of course—if you feel that a particular supplier or type or product would suit your client well, be sure to get that catalog into their hands.
Here’s why it’s to your advantage to include catalogs in your marketing plan:
Catalogs are a tangible way of keeping your name in front of a client. Some suppliers offer the option of catalogs with your imprint. If your supplier does not, affix a label with your information or staple your business card to the cover. When your client is ready to order, your information will be right there.
Catalogs can be used anywhere. Your client can flip through a catalog on a long flight or while sitting in a waiting room. They’re not tied to a computer or on a mobile device, for which a website might not be optimized.
Catalogs are perfect for browsing at different times. Catalogs can be notated, earmarked, and flagged. A catalog can be put down for a week, and the notes will still be there when next your client looks at it. It can be shared with multiple people, and they’ll all be able to see the same notes, without the process of copying and pasting from a website, or sending numerous emails with product suggestions.
Catalogs can drive clients to your website. Catalogs are present in a way that websites just can’t be; even if a client isn’t initially looking for a particular type of item, flipping through a catalog may pique their interest. Clients most likely spend hours online, but they’re not necessarily going to visit a website if they’re not looking for a specific item. Catalogs bridge that gap, providing a physical presence with which your client can interact, then explore further online.
There is dissension regarding the use of catalogs—we are in an increasingly digital age, and there are those who feel that catalogs are outdated. At Maple Ridge Farms, however, we find that catalogs are far from a defunct advertising method and, when used wisely in conjunction with digital advertising and in-person meetings, can help you increase your sales. Don’t forget about this excellent resource!
Is there a unique way in which you use catalogs, or a distribution method you’ve found works particularly well? Let us know in the comments!
Don Edwards, a veteran distributor with 50 years of experience in the promotional products industry and $75,000 in food gift sales annually, practices the “three-foot rule”: when he is within three feet of a client, he provides them with a Maple Ridge Farms catalog. This doesn’t apply only to food gifts, of course—if you feel that a particular supplier or type or product would suit your client well, be sure to get that catalog into their hands.
Here’s why it’s to your advantage to include catalogs in your marketing plan:
Catalogs are a tangible way of keeping your name in front of a client. Some suppliers offer the option of catalogs with your imprint. If your supplier does not, affix a label with your information or staple your business card to the cover. When your client is ready to order, your information will be right there.
Catalogs can be used anywhere. Your client can flip through a catalog on a long flight or while sitting in a waiting room. They’re not tied to a computer or on a mobile device, for which a website might not be optimized.
Catalogs are perfect for browsing at different times. Catalogs can be notated, earmarked, and flagged. A catalog can be put down for a week, and the notes will still be there when next your client looks at it. It can be shared with multiple people, and they’ll all be able to see the same notes, without the process of copying and pasting from a website, or sending numerous emails with product suggestions.
Catalogs can drive clients to your website. Catalogs are present in a way that websites just can’t be; even if a client isn’t initially looking for a particular type of item, flipping through a catalog may pique their interest. Clients most likely spend hours online, but they’re not necessarily going to visit a website if they’re not looking for a specific item. Catalogs bridge that gap, providing a physical presence with which your client can interact, then explore further online.
There is dissension regarding the use of catalogs—we are in an increasingly digital age, and there are those who feel that catalogs are outdated. At Maple Ridge Farms, however, we find that catalogs are far from a defunct advertising method and, when used wisely in conjunction with digital advertising and in-person meetings, can help you increase your sales. Don’t forget about this excellent resource!
Is there a unique way in which you use catalogs, or a distribution method you’ve found works particularly well? Let us know in the comments!
