Print Catalog: Best Ways to Use Your Print Catalog to Drive Online Sales
* Reinforce the Web address and phone. Print the Web site’s addressyou’re your toll-free number on every page of the catalog so customers don’t have to go searching for it.
* Be consistent. Make sure every offer and product that you have in your catalog — including promotions, special sales and unique items — is reflected exactly the same on your Web site. Nothing will get a customer or, perhaps even more importantly, a potential customer, to surf away from your site faster than seeing a price in your catalog that isn’t the same on the Web site. People will feel you were disingenuous in your attempt to acquire them as customers, and the one chance you might have had to make a sale will be lost.
Jennifer Yarborough is a senior marketing manager in charge of VistaPrint’s quarterly catalog. VistaPrint is an online supplier of graphic design services and customized printed products to small businesses and consumers. You can reach her at firstname.lastname@example.org.