12 Dec The Power of Catalogs: Building Your Brand One Page at a Time
The digital era is upon us, and the more high tech you can make your marketing the better…. right?
While this may seem like a logical strategy, the best modern marketing is based on a multi-media approach that deploys a variety of touch points—including print catalogs—to create a complete and immersive buyer journey culminating not just in single transactions but in relationships that foster brand loyalty.
The unique appeal of catalogs
For much the same reason that printed books are experiencing a resurgence in a world of e-readers and iPads, printed catalogs hold lasting appeal as they provide a tactile experience to readers.
Communicating through the sense of touch as well as sight also reinforces the content’s impact. In a recent study conducted by the U.S. Postal Service in conjunction with Temple University neuroscientists, MRI brain scans were used to show that the part of our brain that assigns value to what we see is activated by print advertising more than it is by digital ads.
Catalogs are also uniquely situated to appeal to a wide range of audiences, from older consumers who miss the personal touch of print media, to millennials searching for a greater sense of meaning and connection in an increasingly virtual world. Print catalogs give readers at both ends of the spectrum the chance to put themselves into not just the product’s story but the brand’s story, generating brand loyalty as well as sales
The catalog (r)evolution
With studies showing that 84% of us enjoy receiving catalogs from companies whose products we’ve already purchased, and 57% being open to receiving catalogs from companies we’re not even familiar with, it’s clear that print media has a lasting impact—but that doesn’t mean the format has remained stagnant.
The most significant way catalogs have changed in recent years is the shift from focusing on product description to focusing on storytelling. Gone are the days when catalogs were mere visual indexes of store inventory. Today’s catalogs dedicate less space to listing product features and more space leveraging compelling images and carefully crafted, short blocks of narrative to tell a story.
Modern catalog layout creates a world that brings your brand to life and invites consumers to see themselves as a part of it—fitting in with your brand’s values and identity, using your products in their homes, families, and lives.
The other major change involves the role of catalogs, which has shifted from being a sole source of marketing to a targeted tool within a comprehensive multi-channel marketing strategy. Used in concert with social media, email, videos, blogs, booths at events and trade shows, and websites, catalogs serve as a powerful point of contact reinforcing your brand’s message and building your relationship with your customers.
Using catalogs to bolster your brand
These three strategies will help you leverage the power of catalogs:
- Make your story the star of your catalog. Instead of just describing products, create content that tells a story and shows consumers how your brand can fit into their lifestyle.
- Use a strategically curated mix of photos, narrative, and other creative content to bring your brand to life on the pages of your catalog.
- Leverage your print catalog as another touch point in the buying journey. A study by The Canada Post showed that 25% of printed catalogs lead to a website visit, and 33% result in a visit to a retail store.
When designed to showcase content and lifestyle, catalogs have proven to be an essential component of modern multi-channel marketing strategies, providing companies the chance to tell their stories and consumers the chance to find themselves in the pages.
Illustrated Designs, Inc. has been at the forefront of the marketing industry for 30+ years. From design to execution, their innovative design team develops catalogs, event décor, printed materials, 3-D displays, and more.