The Four Steps to Take Before Starting a Catalog (Ya Gotta Start Somewhere)
Finally, make sure your printer offers co-mailing programs; essentially an opportunity to be married up with other catalogs. That can save you even more money.
Once you find a few good printers you want to work with, get them to provide you some price quotes that you can match up with each other and see who offers the best combination of customer service (and advice) and pricing.
Next week, I’ll offer you some tips on how to get a competitive and accurate price bid from a catalog printer (which can be tricky). I’ll start discussing the next topic in the list of core competencies you’ll need to get started in the catalog business.
As always, please feel free to post your comments to this article and ask any questions you want by filling in the form below.
Jim Gilbert is president of Gilbert Direct Marketing and a professor of direct marketing at Miami International University of Art and Design. He can be reached at email@example.com
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.