If you’re running your own business, eventually you’ll face the question of whether or not you need to include a catalogue in your business plan. The answer to that will depend on a couple of points. Is your business, and its future growth, tied to the internet? How’s your budget looking? Do you have the time and energy required to publish and distribute a catalogue?
What’s good about catalogue mailing?
The first point in favor of catalogue sales is the timing. Catalogues are all the rage worldwide, especially in America. If you’re thinking global in your scope, then it may be worth your investment to get into the catalogue market. To be successful, you’ve got to get your brand name and logo in front of the buying consumer. A catalogue adds to the strength of your brand name. In fact, catalogues are recognized as a major branding medium. The use of catalogues has a proven record as a way to foster traffic to your store or website. Increased traffic translates into potential repeat customers, which all translates into increased revenue.
Catalogue mailing also allows your business to reach a consumer market that it may not otherwise impact. This includes those potential customers living in rural areas. It also gives you the opportunity to tap into the growing section of the population that prefers the convenience of shopping from the privacy and comfort of home. A parent who doesn’t have to hunt all over town for that one special gift, or a professional with time constraints who can simply point and click to get what she wants delivered to her home: these are the potential customers that a catalogue can draw to your business.
Is there a downside?
Catalogues cost money to produce. Paper, printing costs, and postal fees must all be taken into consideration when adding a catalogue to your business plan. You need to do your market analysis to determine your break-even point. You also need to consider the competition: there’s a lot of catalogues out there these days. Your product can’t catch the eye of the potential consumer if he never looks at your catalogue offering. Your catalogue cover needs to scream, “This is me!” Your design must be creative and stand out in the glut of catalogues out there. You need to know your target audience so you can make certain you aren’t wasting resources in areas that will not prove fruitful for you. Probably most importantly, you’ll have to be certain you have an efficient mechanism in place to fulfill orders from order entry to processing, to packing and shipping.
What’s the bottom line?
Catalogue mailing can be a major boon for your business if it is implemented with a solid marketing plan behind it. Know your costs and your break-even point. Know your target consumer and exactly which mailings you need to make in order to reach that specific audience. Know your niche and who is looking to join you there. Be certain you can fulfill orders in a timely and efficient manner. In the end, catalogue sales can be your bread and butter.