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What are your customers flipping through?

January 11, 2012 by Ekaterina Moustafina
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The other day, my colleague and I got into the conversation on promotional catalogues and he asked me which my favorite was. I admit, surprisingly it took me some time to come up with an answer. After my longer than expected reflection, I decided that it would naturally have to be something directly related to my interest. My colleague loves his bike and therefore if I were to put bike related literature on his table I am sure to get at least a few minutes of his uninterrupted attention.

In today’s world of information overload, getting a few seconds of your customer’s attention is becoming a challenging task. This is why general catalogues, like those of outlet stores such as Sears have disappeared. There is just too much stuff in there, making it hard to make a choice. Most often people end up ignoring the catalogue all together.

Image However niche catalogues have been increasing in popularity due to their carefully selected content. Actually VoviciEFM conducted the Key Catalog/Multichannel Issues Survey, where 96% of the respondents have confirmed that their catalogues have helped them generate online sales. Similarly, Nielsen’s study The Evolution of Circulars: From Print to Digital, Q4 2011 confirms that print advertising is still the most powerful way to influence buyers.

Think about yourself, what is your favorite catalog? I am sure that if you have one, you know exactly when it comes out and can’t wait to have it in your mail box and once it gets there, you tear up the package even before walking into the house forgetting everything else you had to do.

Yes, you guessed right, what we are trying to say is that catalogues are great promotional material. Your customer is more likely to keep your product in mind after viewing and reviewing it in your craftily designed catalogue. We are visual beings and seeing a brightly colored variety of merchandise is for many, an enjoyable experience in itself. So don’t give up on printed catalogs just yet. A well designed and carefully targeted piece is a great tool in your war chest and can give you truly great bang for buck.

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