Should Suppliers Still Produce Catalogs?
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Once upon a time, the printed catalog was king. Each fall thousands of industry suppliers dedicated countless hours to photography, page layout, proofreading of pricing and price codes and, equally important, selecting a commercial printer whose pressmen churned out sheets that made even the most basic promotional item look like a work of art. As soon as the catalogs arrived on suppliers’ doorsteps, distributors clamored for them, even if they were responsible for the shipping charges. Short of giving out samples, presenting catalogs was the best way to show the new wares of the year to buyers with brand-new budgets.
For many distributors, this way of introducing products is no longer the standard. Even if they love the feel and hi-resolution look of the printed, glossy page they have embraced today’s technology. Having the tools in your own hands to create custom, online presentations, personalized for each buyer, is powerful. It allows for fast turnaround and easy circulation of ideas. Today’s technology has certainly reduced the need for catalogs, and there are some who question whether catalogs are needed at all.
At Maple Ridge Farms, there’s no debate whether to abandon print catalogs. Their distributors continue to report that the printed catalog is one of their best tools for selling food gifts. Surveys over the years confirm that one of the most effective ways to whet the food gift appetite of buyers is to place a catalog in their hands. (Product samples also play a big role.) Still, the 34-year-old, award-winning food gift supplier recognizes the need to equip distributors with both electronic and printed materials to promote its line. That’s why they continue to add more marketing tools to their website in addition to printing a very appealing catalog.
“L. L. Bean, Lands’ End, Williams-Sonoma, Neiman-Marcus and Cabella’s are some of the top U. S. e-commerce companies[1]. Yet they print and mail millions of catalogs monthly to drive customers to their websites,” explains Maple Ridge Farms President Tom Riordan. “Distributors tell us, unless a buyer knows exactly what they want, a catalog is best for browsing for ideas, especially with higher end products like gourmet food gifts.”
What role do print catalogs play in your distributorship? Do you swear by them for presenting ideas? Prefer creating online presentations for customers and prospects? Depend on both print and new media for selling? Let us know.
Cathy Cain-Blank of CC Marketing creates custom email communications for promotional products distributors and other small/midsize companies. She is a periodic contributor to the Maple Ridge Farms blog.
[1] Multi Channel Merchant Magazine’s Top 100
