6 Tips to Optimize Your Catalog Business in 2011
4. Get past debating whether print works. It does. The facts support that people of all ages enjoy receiving catalogs. You get a longer attention span with print, a longer shelf life, a higher perceived value and many other advantages. The pressing issues for 2011 are determining how your print catalogs work in a cross-channel environment, and what's the right mix of print and electronic media for your brand.
5. Make sure your catalog is up to code. We’re talking about QR Codes (i.e., Quick Response codes or matrix codes), which are two-dimensional barcodes that, when photographed by a smartphone, can instantly connect shoppers to the digital world. You can use them to enter your customers in contests, take them to a live fashion show, offer a product demo and more.
6. Try a supplemental digital edition. In a world that's all about choice, page-flipping digital editions can play a great complement to print. The technology has come a long way from its early days, and digital editions are available in several levels of sophistication. Use them in the coming year to expand your international reach, instantly fulfill catalog requests and provide anytime, anywhere access to your catalog.
Perhaps the best tip for 2011 is to keep moving your catalog forward. The direct marketing environment will continue to reward those catalog marketers who look ahead and see opportunity where others see obstacles.
Bruce Jensen is group vice president of sales at Transcontinental Printing, a Saint-Laurent, Quebec-based provider of a full range of print and online personalization services. Reach Bruce at email@example.com.