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A Golden Oldie that's still a big hit

Some things never change.

I remember the radio dial being tuned to KIOA in a lot of places when I was growing up in Des Moines, and, even with all the choices we have for radio these days, 93.3 FM is still going strong.

When I'm putting together a marketing strategy for my specialty retail business, the Heart of Iowa Market Place, a print catalog is the marketing equivalent of KIOA -- still there, still going strong and still making people happy.

That certainly may come as a surprise to some retailers, especially those who have grown up in the age of websites, Facebook, Pinterest, Instagram, Snapchat and a million different mobile phone apps. But the truth is still the truth: Print catalogs live on because print catalogs are effective.

I'm a big believer in the value of print catalogs. Our current customers enjoy them and value them. Prospective customers respond very positively to them. And, we're certainly not alone.

A U.S. Postal Service study from a few years back shows that direct mail and catalogs actually build stronger online sales.

"Catalog recipients purchased 28 percent more items and spent 28 percent more money than their non-catalog counterparts, with direct mail percentages trailing only slightly behind," a summary of the study reads.

The study also noted a revenue lift of 163 percent for web sites supported by catalogs as opposed to those that were not. Sending catalogs more than doubled online sales. And catalog-based revenue was also over two times than revenue realized from recipients of only online communications.

That same study found that 84 percent of catalog recipients "feel it's easier to shop online with a catalog in hand."

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.

The next time you're listening to the radio -- better yet, the next time you're thinking about how to effectively market your products -- keep in mind the print catalog. It may be the marketing world's version of an oldie, but it's definitely still a goodie.

In fact, on my charts, it's nothing less than a No. 1 hit.

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