In the rapidly evolving world of multichannel marketing, the print catalog’s role isn’t only changing on the consumer side. Consider how business postcard printer Modern Postcard, which for years provided its postcards to many business-to-business (B-to-B) marketers, has evolved into a cataloger:
In mid-September, the Carlsbad, Calif.-based Modern Postcard rolled out a 24-page, 10.375-inch-by-8-inch B-to-B catalog that mailed to about 200,000 prospects (80 percent) and existing customers (20 percent). “We felt that our product and service offerings were amenable to the catalog channel, and we saw the creation of a catalog as a unique means for us to differentiate ourselves, elevate our brand and continue to distance us from competitors,” says Gary Lundberg, Modern Postcard’s senior program manager.
The company is using its catalog to go after sales executives and marketers in the small office, home office and small business markets. Targeted companies have at least 10 employees and $200,000 in annual revenue, Lundberg says. “Many of our customers are sole proprietors, however, so we’re careful not to exclude these contacts where applicable.”
The company’s target audience represents a blend of industries, such as art galleries, photographers and universities,
all of which are familiar with the vendor. Other industries, such as retailers and business services, aren’t as familiar with Modern Postcard and are being targeted as cold prospects.
Catalog’s the Thing
“The catalog is the perfect vehicle to tell the entire story to both groups of how we can help grow their business,” Director of Marketing Christopher Foster says. “The catalog gives industries familiar with us more exposure to our complete line. For new audiences, this is a great way to introduce them to all we have to offer.”
Modern Postcard uses names, with specific industry, employee size and revenue criteria, from Dunn & Bradstreet’s compiled lists. For future catalogs, the company will work with Merit Direct to develop lists.