Continue to Part II: Catalog Marketing Techniques»
IntroductionTraditional catalog marketing has always been one of the most powerful forms of marketing, and response rates account for a significant percentage of all sales from companies who use this type of marketing. However, studies also show that the highest percentage of catalog sales occurs when a catalog campaign is matched with an online advertising campaign. Indeed, the Internet allows a catalogs to translate well from one medium to another. The nature of online sales is quite similar to that of catalogs. E-commerce websites typically have a similar format as magazines and catalogs do, with several photos, if descriptive text, prices, and ordering information such as a telephone number or order form.
Costs for Running Catalog Marketing Campaigns
If costs for catalog marketing can be extremely varied depending on whether you decide to print your own catalog and mail it out to customers, or to buy space in other catalogs, or to do a direct mail campaign. Regardless of which of these methods you decide to use, catalog marketing is an expensive proposition which can range from hundreds of dollars per month to thousands. Of course, the opposite can be true as well. If you have a successful catalog, or have a tremendous distribution and contact list, you can also sell space in your catalog to other marketers and offset some of your expenses.
Timeframe to See Results from Catalog MarketingTimeframe needed for a catalog marketing campaign can vary dramatically. Photographing products, writing descriptions, publishing the catalog, and then distributing is a very long process, which can take weeks if not months for the whole process to be completed.
Action PlanIt has been reported that somewhere between 10 and 20% of all catalog buyers eventually become Internet buyers. Given this significant percentage, having on online presence in place before starting a catalog marketing campaign makes good business sense. Whether you decide to advertise items in someone else's catalog or publish your own, targeting your audience and understanding your buyers are keys to success. Having a distribution channel in place, whether through the mail, door to door handouts, or inserts in newspapers or magazines, is another important aspect for this type of campaign. Since catalogs are expensive to produce and likewise ad space can incur higher costs it is imperative to understand your clients' demographics, wants, and needs.
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