B-to-B Cataloger Goes Digital
- multimedia presence online — the company has introduced video clips from teachers on how they've successfully used the Council's products;
- cost-effective — noting that it costs $100,000 to $125,000 per year to create, print and mail its catalogs, White said the digital catalog has proven to be very cost-effective;
- takes very little time and employee resources — the Council just sends a high resolution PDF version of the catalog to Nxtbook, and the vendor takes care of the rest, White said; and
- the ability to track the effectiveness of it — metrics such as clickthrough rates from e-mail campaigns, the amount of time spent viewing the digital catalog and the number of pages viewed are easily measured, allowing for smarter marketing decisions in the future.
So far the digital catalogs have proven to be a hit with customers, White said. Visitors on average spend more than two minutes per visit with the digital catalog. While there, they look at an average of nine pages per visit. This has resulted in an incremental lift in response.
But be careful not to abandon your other marketing channels, White cautioned. The Council for Economic Education's goal is to use the digital catalog as a supplement to its other marketing tools, namely the print catalog.
“We view it as a long-term investment,” White said, “to expand the company's outreach to customers.”
The beauty of the digital catalog is that all of the Council's products are contained in one spot, which isn't the case with its e-commerce Web site. This makes it easier for customers to shop, White said. The products are broken up into categories — elementary, middle school and high school.
And the digital catalog is tightly integrated with the Council for Economic Education's online store. For example, if you click on a product in the digital catalog, it takes you right to the online store so you can order it.