The Internet age makes catalog marketing a little bit tricky, since everything is online now. However, if you're up for the challenge, utilizing a color catalog as a marketing tool still has its benefits if you design with purpose. Here are some tips for you to keep in mind when designing a catalog for your business:
Length – First decide how many pages long you want your catalog to be. Too little and it can look like a brochure, too many and it's more like a novel with pictures. You want enough pages to include all your best products and then some; there need to be options, but not an overwhelming amount.
Font – Try to sustain one font size throughout most of your catalog. Things like detailed descriptions of products can be smaller than the norm, and products that you think will do well can be in a slightly bigger font. Use your largest fonts sparingly so they have more effect. It doesn't really matter what style the font is as long as it is legible; it may look pretty, but avoid cursive writing at all costs.
Amount of Products – Don't put every last product you have into your catalog; if you do, chances are that it's going to be too much. Choose products somewhat selectively, and put them in order with some amount of logic. For example, you can order them alphabetically, or group them into categories.
Incentive – Add incentives. Make sure to give consumers a reason to look through your catalog. Give them a reason to purchase from you and not from the competition. This means – you got it! – discounts, special offers, limited time deals, and so forth. Quality over quantity applies here as well. It's better to have a few, or even just one, really solid deal than several minuscule ones.
Printing and Distribution – A common mistake made by businesses is printing too many catalogs. Catalogs are a fairly pricey form of advertising, and they're going out of style. Using them selectively is the best way for them to function. Don't give them out to just anybody either. The people most likely to buy from your catalog are those who have purchased items from your business in the past. They are the people who are less likely to look at it as just another catalog before carelessly flinging it into the nearest trash bin
By abiding by these simple tips, you are more likely to print catalogs that will result in a successful marketing campaign. One last word of advice: Before ordering in bulk, have one copy printed and go through it carefully to make sure everything comes out the way you envisioned.
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