Kelly Sharp is owner at Heart of Iowa Market Place
Last month, I wrote that a print catalog was marketing's equivalent of a golden oldie. The print catalog has been around forever, but the way it brings people into the store and onto a website is music to the ears of retailers.
As I wrote before, catalogs reinforce your brand. They're proactive. They take your products directly to customers rather than waiting for customers to come to you. In short, bulk mail can bulk up your website's muscle and, more importantly, your bottom line. That's especially true for niche retailers.
If you've never put together a catalog before, don't let fear, uncertainty or even the excuse of being too busy to do it stand in your way. The key is to invest in -- and rely on -- professionals who know what they're doing.
You may know your product line better than anyone else -- in fact, you should know it better than anyone else -- but a talented copywriter, skilled graphic artist and an experienced photographer can make it come to life on the printed page. All three are well worth the money.
At the Heart of Iowa Market Place, this is the time of the year that we start working on our fall/winter catalog. The process starts with planning. What overall theme will connect with current and prospective customers? What are our best sellers? What new products do we want to introduce? What special offers will drive traffic to the store and the website?
This is also the point in the process when we set a budget and a schedule from first draft straight through mailing day. Then we stick to them.
Along the way, it's important to do justice to your products with high-quality, high-resolution photos but there's more than one way to get the job done, as Al Stewart of Demand Media suggests.
"If apparel items are to be included, use models who are consistent with your targeted consumer demographic. Include a photo of the brick and mortar store and pay special attention to images slated for the front and back covers. For a more budget-conscious approach, use file photos of the products or art furnished by the manufacturer," Stewart explains in "How to Make a Retail Catalog."
This is where a capable copywriter comes in, using a consistent style and exactly the right tone to accurately describe your product line in a voice that stirs your target audience to take action. As Stewart recommends, "Assign an item number to each product. Include an order form to facilitate easy ordering by mail or phone." And, of course, include your website.
Perhaps the most crucial step is the proofing process. Take your time to get every single detail correct. Check it, check it and check it again. Have your employees check every product description, every photo and every price. Then have them check everything again.
The result will not only be a publication you'll be proud of, but one that will make your business sing.