Catalogs: The king of direct mail
It's 2013 and catalogs, the preferred advertising medium of the 19th century, continues to prove a profitable endeavor.
In a recent Forbes article, Lois Geller, founder of Lois Geller Marketing group, writes that despite the burgeoning significance of e-commerce, companies continue to put out catalogs because, simply put, they work. And the reason isn't overly complicated or hidden in a mountain of statistical data.
Geller claims that the effectiveness of catalogs comes from two "societal phenomena." The first: Direct postage is the only battle-tested way to reach the long sought after affluent male demographic. The second: Older generations are used to receiving promotional materials via paper mail and, by all accounts, they're happy to deal with them.
How to get in
Catalogs have a rich history in marketing - many of the more popular ones published, like those from Tiffany's or Hammacher Schlemmer, are still being printed today. But newcomers from all varieties of industry are taking advantage of the proven medium every day.
Be smart
Before an organization can confidently put out a catalog, it's first imperative they do their homework. Becoming educated in the typical processes associated with publishing a catalog is the best way to build a foundation for a successful campaign. The more a marketer understands what goes into making a catalog, the better equipped they'll be to ask the right questions and make the best decisions.
Strategize
The effectiveness of catalogs doesn't necessarily come from just sending one out. First, organizations need to construct a strategy that takes into account both scheduling and budgeting. Companies need to know how much they can spend, where they can distribute and when they should launch their campaign. Organizing a comprehensive strategy will help businesses achieve an appropriate understanding of what the lead time for putting projects to print will be.
Measure
Catalogs can include a wealth of information for consumers, so establishing a measurable metric will be key to accurately monitoring what works and what doesn't. With the information, companies can reevaluate their materials and continue to experiment, looking for their next great idea.
Establishing a catalog is a process that will ultimately require a pretty complex postal operation. By investing in mailing software, companies can help streamline operations and ensure new or existing catalogs are sent where they need to be and do so on time. .