Despite rumors of its demise, catalog marketing can be successful when properly executed. Because of incumbent printing, production and postage costs, catalog marketing can be quite expensive and unprofitable if not implemented correctly. Beside high profile, big budget consumer catalogs like Crate and Barrel or Victoria’s Secret, what are effective techniques for business-to-business or niche market catalogs? MMP's whitepaper, “Catalog Marketing Best Practices”, shares the Top 10 Catalog marketing best practices, along with some examples, and additional resources. Visit http://www.modernmarketingpartners.com/Download-Whitepaper-Catalog-Marketing-Best-Practices.cfm for a free download.

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CATALOG
MARKETING
PRACTICES GUIDE

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Catalog Marketing Best Practices
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Despite rumors of its demise, catalog marketing can be successful
when properly executed. Because of incumbent printing, production
and postage costs, catalog marketing can be quite expensive and
unprofitable if not implemented correctly.
Besides high profile, big budget consumer catalogs like Crate
and Barrel or Victoria’s Secret, what are effective techniques for
business-to-business or niche market catalogs?
To answer this question, Modern Marketing Partners shares Top 10
Catalog marketing best practices, along with some examples and
additional resources.
Top 10 Catalog Marketing Best Practices
1. Brand Identity
2. Design
3. Photography
4. Easy ordering
5. High quality list
6. Promotions
7. Copy
8. Niche Catalogs
9. Cross-Channel Marketing
10. Measurement
10 Catalog Marketing Best Practices
1. Brand Identity – Foundational to catalog marketing success is the
strength of your brand. Established brands enjoy brand awareness
while new brands must rely on effective brand naming, and
compelling graphic identity. Strong brands typically use their brand

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Catalog Marketing Best Practices
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names or trademarks for their catalog name. Unknown brands
must use a compelling catalog name, but might also consider a
literal descriptor to avoid confusion. Other aspects of brand identity
include logos, and the subject of our next best practice, design.
2. Design – Hand-in-hand with brand identity is effective catalog
design. The first impression of the catalog, and the decision to
open and interact is driven by the catalog cover. The cover must
be aesthetically appealing, but also convey what the contents
include. Depending on the category, an offer or hook can pique
interest, or create a sense of urgency. Catalog interiors should
have user-friendly organization. Larger catalogs should have a table
of contents, folios or tabs. And remember, white space is good!
A critical aspect of catalog design is the subject of our next best
practice, photography.
3. Copy – Catalog copy must be clear, concise, easy to read, and
depending on the category, educational or even entertaining. The
catalog user must be able to find all information required to make a
purchase decision, or risk losing the sale. Ordering information and
pricing should be presented in easy to read tables.
4. Photography – The best catalogs are highly visual, allowing
the user to breeze through with minimal effort. Photography
supports the visual experience. Environmental photography is most
effective, or imagery of products in real-life settings, ideally with
people interacting with your products! Product photos are still a
necessity, but when possible, make product secondary or equal to
environmental photography. Think thumbnails!
5. Make Ordering Easy – Communicate multiple options for
ordering including toll-free 800 telephone (ideally with memorable
number!), website or mail-in form. Not surprisingly, mail-in form
use is declining in use but should still be included in your catalog.
Many buyers prefer to fill it out while looking through the catalog so
they can keep track of things. The 800 number is useful for buyers
with questions. List and highlight ordering options on every page
or spread.
Shown here: product catalogs for FC Lighting
Shown here: HermanMiller catalog spread
with product and environmental photography

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6. The Mail List – The old adage, “your direct mail is only as
successful as your list,” is more truer than ever with the high
costs of mail catalogs. When procuring lists, make sure each has
been qualified within the past year. Be sure to de-dupe lists, and
use change of address databases (NCOA). Likewise, internal lists
should be re-qualified, de-duped, and expanded with professional
telemarketing qualification. Capture new prospects via multiple
online registration forms.
7. Promotions – Create a sense of urgency with promotions! Offer
free shipping for 15 days from today! Purchase $100, get a free
premium item. Buy before midnight, get a $25 coupon off your
next purchase. Encourage repeat purchases with a loyalty program.
Upsell and cross-sell related items. Think Amazon.com! Think neon
violator, Order Now!
8. Consider Niche Catalogs – The general catalog could go the
way of the yellow pages. Other than mega-brands, niche-targeted
catalogs can help you reach and convert more customers. Segment
your customers by type and buyer behavior to identify niches and
verticals. Research underserved niches and test market. Identify list
options for niches.
9. Cross-Channel Marketing – In 2013, the print catalog must co-
exist with a corresponding website or electronic catalog version.
Why? Because customers like both! The printed catalogs might
be the communication medium, but the Internet website is the
preferred ordering mechanism. In addition, search engines now
index PDFs, including electronic versions of catalogs, so PDFs can
rank in search results.
Likewise, catalog promotion must be cross- or multi-channel. The
Internet casts a wide net of prospective customers via search
engines. Paid search including pay-per-click can deliver website
Shown here: award-winning niche
catalog for New Pig Plant Safety Products

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traffic. And social media can rank high in search results and drive
traffic to the online catalog or ecommerce website. Finally, email
marketing is effective in driving website traffic and
ecommerce sales.
10. Measurement – One key benefit of catalog marketing is the
ability to measure results. Telephone, mail and online orders
can easily be tracked to the catalog mailing using simple codes.
Sales conversions can be measured and reported by catalog
type, mail date, lists and related. Track promotions when used
and report trends. Marketing automation software can support
measurement and reporting.
Catalog Marketing Success
No question, catalog marketing is declining with ever-rising
postage and printing costs, and the pending elimination
of Saturday postal delivery. Nevertheless, there are still
opportunities for catalog marketing success. Especially when
employing these catalog marketing best practices. Regardless
of your products or category, always test different variables
like design, lists, paid search campaigns, measure results, and
continually improve your catalog marketing.
For more information, check out some additional resources below.
Additional Resources:
Catalog Marketing Facebook Group
Direct Marketing Institute
Multi Channel Merchant
Target Marketing Magazine
The Direct Marketing Association
The Institute of Direct and Digital Marketing
Modern Marketing Partners is a
full-service print and digital
agency with deep experience in
collateral design and production,
including catalogs. Clients include
Fortune 5000 corporations and
entrepreneurial start-ups. To
request a free Catalog Marketing
Analysis, contact Neil Brown at
630-868-5061, or visit
www.ModernMarketingPartners.com
©Copyright 2014. Modern Marketing Partners. All Rights Reserved.