Catalogue Marketing
The tangible nature of catalogues maybe viewed more attractive than looking at products only on a computer or smart phone screen. Therefore as noted by Kotler and Keller (2011, p.561) many direct marketers tend to combine both catalogues and websites as they find this strategy more effective.
However since consumers are inundated with ‘junk’ mail through the post as well as email, they direct marketers need to be aware that targeting those who would be interested in their products is essential as they can run the risk of spending a lot of money on catalogues that end up in the bin. If a customer was looking at the company’s website, then asking their permission to send them a catalogue would likely ensure that it doesn’t end up being thrown away. In order to incentivise the customer to leave their details and order a catalogue the company may offer an incentive a free sample for example or a chance to win in a draw.
As Kotler & Keller (2011, p.561) assert, the success of the catalogue business is highly dependent on the “... managing of customer lists carefully...” whereby there should be a targeted audience willing to engage and read the catalogue. Creative catalogues in this case are extremely important to engage customers, those that have an interesting look or a clever shape where customers can be happy to leave around their house could act as a marketing tool beyond their intent as visitors and other people with get to see them and therefore have a brand contact.
In Business-to-Business dealings catalogues are still a very powerful marketing tool (STRAUB 2013) even when company websites carry all products, catalogues are attractive as they do not endure technical difficulties, customers can still look up a product and order by phone especially when time is of the essence. Furthermore as Applied technologies catalogue marketing manager Jenifer Belt states “Our catalogue sits on someone's desk or shelf like a salesperson holding a sign; 'Looking for something? Call Applied” (STRAUB 2013) therefore brand contact is established almost daily when catalogues are in view, just like company souvenirs that are intended to sit on desks of prospective and current customers with a logo that can be viewed by many who are in the same industry and may then be prompted to look into the company’s offerings.
A further advantage of catalogues is their ability to help the sales force in introducing their products and services. Although today, potentially the sales force can carry tablets to show customers their products, issues such as connectivity could occur; furthermore the customer is left with nothing but the sales person’s visit to remind him of the company. Leaving a catalogue behind reinforces the sale call and gives the client the option of going back to examine the products at a later stage or indeed share the information visually with colleagues at a location other than their desks.
Conclusion
Presence on the internet is essential as buyers require on the spot information today and are unwilling to wait for it, however the extra mile brand contact is established through many channels including catalogues. Discontinuing catalogues in a business that traditionally relied heavily on them may result in a loss of market share, especially business that target the less technical savvy and those who dislike or mistrust the internet.
References:
Kotler, P., & Keller, K. L. (2011) Marketing Management. 14th ed. Global ed. Harlow:Pearson Education Limited
Straub, L., (2013) Catalogs remain key marketing materials, Crain's Cleveland Business, Regional Business News 34(29) [online]. Available from:
http://eds.a.ebscohost.com.ezproxy.liv.ac.uk/eds/detail?vid=2&sid=7fb38c53-bd95-4d33-b8a5-533992f8f475%40sessionmgr4005&hid=4210&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#db=bwh&AN=89388691 (Accessed on 30 May 2014)
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