Direct mail isn’t the only “old school marketing” tool getting second looks today. Catalogs are also experiencing a revival. From a hyper-focus on digital marketing, the pendulum is swinging back to printed pieces like direct mail and catalogs on the Sunshine Coast and they’re working.
In both B2B and B2C markets, printed catalogs have experienced a surprising resurgence as Queensland brands and marketers realize their power to impact buyer behavior. The catalog has been resurrected, and for marketers, it’s looking better than ever. In fact, these Cinderella pieces bear scant resemblance to traditional catalogs with page after page of product shots.
Marketers with money are turning to catalogs, but it’s not your father’s catalog. Think of a cross between coffee table book and high-end fashion magazine. Today’s generation of catalogs appeal to consumer lifestyles, and with so much marketing experienced online, catalogs stand out in the physical realm. They hang around for a while in the buyer’s life. Catalogs tell stories. They suggest ideas.
Printed Catalogs Drive Behavior and Generate Sales
Within the crowded universe of digital channels consumers use to consider and complete purchases, print plays a unique role. There’s no other way to replicate the tactile experience of flipping through a beautifully printed catalog. “Years ago it was a selling tool, and now it’s become an inspirational source,” said Craig Elbert, Bonobos’s vice president of marketing. “We know our customers love a tactile experience.”
What’s not to love about catalogs? For buyers, the lush photos and lifestyle imagery plant ideas and stimulate actions. Catalogs appeal across segments and generations. 65% of millennials have made purchases influenced by a catalog1. For sellers, the content can be highly motivating sales tools.
Other facts hammer home the catalog story:
- 69% of consumers consult a printed catalog before an online purchase.
- Studies show that recipients view catalogs for an average of 30 minutes.
- Catalogs influence an average of 2.5 purchases.
- More than 77% of recipients visit a retail store due to a catalog promotion.