{"id":1762,"date":"2020-02-11T15:05:00","date_gmt":"2020-02-11T20:05:00","guid":{"rendered":"https:\/\/wallacegraphics.com\/?p=1762"},"modified":"2020-03-09T15:06:29","modified_gmt":"2020-03-09T20:06:29","slug":"printed-catalogs-are-back-in-business","status":"publish","type":"post","link":"https:\/\/wallacegraphics.com\/printed-catalogs-are-back-in-business\/","title":{"rendered":"Printed Catalogs Are Back in Business"},"content":{"rendered":"\n
\"printed-products\"<\/figure>\n\n\n\n

The digital era has made a\nhuge impact on printed advertising media, with companies relying more and more on\nthe Internet and email for their marketing efforts. But recent research shows\nthat this approach has, to a large degree, backfired! Instead of increasing\nsales, the switch has resulted in reduced sales for a large number of\ncompanies, including leading brands. <\/p>\n\n\n\n

On the other hand, there is\nsound evidence that websites supported by catalogs generate a lot more revenue\nthan those that aren’t supported by catalogs. And off the Internet, printed\ncatalogs are making a comeback.<\/p>\n\n\n\n

According to branding agency,\nID International, websites with catalog support get as much as 163% more\nrevenue than those who don\u2019t. This doesn\u2019t necessarily mean that they buy\ndirectly from the catalog. What often happens is that the catalog directs\nconsumers to the web site and they buy online. But the point is that it was the\nprinted catalog that initiated the interest and ultimately drove the sale. <\/p>\n\n\n\n

Even Amazon is known to print\nfull-color catalogs to help promote their business! <\/p>\n\n\n\n

First, let\u2019s look briefly at\nsome elements of email marketing and then we can discuss some of the reasons\nwhy catalogs are so powerful.  <\/p>\n\n\n\n

The Era of Email Advertising<\/strong><\/h2>\n\n\n\n

Most of us want information,\nespecially when we are in the market to buy things. We also like to be told\nabout new trends and products. But how often do you sign up with a company or\nwebsite and then find you are inundated with a constant barrage of what amounts\nto useless, unhelpful, irritating \u201cinformation\u201d? <\/p>\n\n\n\n

Often we sign up to get a\ndiscount or to claim a special offer, not realizing it\u2019s an invitation to\nreceive a never-ending stream of emails. Thereafter, we delete messages, often\nnot even bothering to open them. Eventually, some of us decide to opt-out and\nunsubscribe.<\/p>\n\n\n\n

What is particularly\ninteresting is that even companies that specialize in email marketing concede\nthat it often fails to achieve its aims. <\/p>\n\n\n\n

For example, Listrak, a\nretail digital marketing automation platform that specializes in email\nmarketing, has stated publicly that only about a third of subscribers to their\nretail email lists make purchases from the retailer they subscribed to. Their\nsolution is to target customers more accurately, rather than just throw\nmarketing information at them. To do this, they harness the power of artificial\nintelligence (AI) along with \u201cself-learning predictive algorithms\u201d  and predictive content that provides more\naccurate recommendations. They also automatically analyze customer behaviors\nand observe, collect, and synthesize data that links to customer profiles. That\u2019s\na whole lot more than simply implementing an email marketing campaign!<\/p>\n\n\n\n

Convince\nand Convert, an award-winning Internet platform that focuses on digital\nmarketing, says 21% of email recipients report the message as spam, even if it\nisn\u2019t. They point out that for marketing to be successful, it is essential to\nwin potential customer\u2019s trust by raising industry standards and giving them\nadditional tools and insights to manage their digital experience. <\/p>\n\n\n\n

Another\npoint to bear in mind is that about 17% of Americans change their email\naddresses every six months, possibly to avoid being targeted by email marketing\ncampaigns. Whatever the reason, it counts against the campaigns. <\/p>\n\n\n\n

Indications Are That Printed\nCatalogs Can be the Secret to Sales Success <\/strong><\/h2>\n\n\n\n

Unlike emails, printed\ncatalogs tend to stick around. We may not read them immediately they are\ndelivered, but presuming the product content interests us, we keep them, read\nthem, and might just buy off them. Often catalogs promote web sites, and if\ninterested, many people log in and buy online. <\/p>\n\n\n\n

According to a U.S. Postal\nService (USPS) report Catalogs: Trends\nand Updates<\/em>, consumers respond to catalogs because they tell a story,\nconnecting it to the brand on an emotional level. This inspires action, and\nthey buy. Online marketing is passive. Direct marketing (which includes printed\ncatalogs) is active. It\u2019s that simple.<\/p>\n\n\n\n

The USPS research revealed\nthat most people spend at least 15 minutes reading a catalog and will generally\nkeep it for several weeks. How long do you spend reading the hundreds of emails\nyou receive every day?<\/p>\n\n\n\n

Here are some of the statistics quoted in the USPS survey report:<\/em><\/strong><\/p>\n\n\n\n

  • 72% of consumers were more interested in retail\nproducts after reading catalogs.<\/li>
  • 84% purchased something after they had seen it\nin a catalog.<\/li>
  • 84% (not necessarily the same people) said they\nenjoyed getting a catalog from a retailer they had previously bought from. <\/li>
  • 65% said they would read information about\nproducts presented in catalogs. <\/li>
  • 81% were more likely to read a catalog if it\nfeatured sale items. <\/li>
  • 81% (again, not necessarily the same 81%) go\nthrough their snail-mail daily.<\/li>
  • 64% look forward to getting mail every day.<\/li>
  • 67% prefer snail-mail to emails. That is a\nparticularly telling stat. <\/li><\/ul>\n\n\n\n

    So if you\u2019re still relying on\nemail marketing, now\u2019s the time to consider going old school with printed\ncatalogs. Not only are they an ideal tool to drive consumers to your website,\nbut by printing special promotions, deals, special offers, and unique sales\ncodes, you can track your ROI much more easily. <\/p>\n\n\n\n

    Convinced?<\/strong><\/p>\n\n\n\n

    Wallace Graphics is a print specialist facility. If you want the real thing for your marketing campaign, whether in brochure or catalog form, get it from us. Our shop is in Duluth, Georgia, and in addition to printing, we offer direct mail and marketing services, as well as effective social media and email campaigns. Contact us for more information. <\/p>\n","protected":false},"excerpt":{"rendered":"

    The digital era has made a huge impact on printed advertising media, with companies relying more and more on the Internet and email for their marketing efforts. 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