Three Resources to Help Grow Your Catalog
I’m currently in the midst of doing some more research on the social medium and its applications in the catalog/multichannel industry. If your company is using social media and wants to be profiled in a future column, e-mail me at email@example.com.
In the meantime, if you're looking to grow your housefile, there are a number of ways to generate new catalog requests and orders beyond the traditional list rental model. I've successfully used the following three services many times in the recent past.
These companies are especially helpful to retailers operating in niche markets where there aren't enough names to mail from rented lists.
You can use these sites to research lists not openly available on the rental market, and to get your catalog listed to generate catalog requests and orders.
- Catalogs.com (www.catalogs.com) offers in-depth descriptions of the catalogs it promotes, along with links to the catalogers’ Web sites, allowing for further research on a particular product, price, etc. This helps you gauge whether a catalog’s list may be a good fit for your business. Getting your catalog listed on this site will help you add new customers within your allowable cost per acquisition.
- ShopAtHome (www.shopathome.com) is a catalog of catalogs that’s been put out for years by the Belcaro Group. It has both prominent and more obscure catalogs listed in its pages. Its Web site serves as a good research tool, too. Getting your company listed is a great way to increase business.
- Grey House Publishing (www.greyhouse.com/marketing.htm) offers both online and offline research. Its "Directory of Mail Order Catalogs" is one of the largest catalog resources available.
Jim Gilbert is president of Gilbert Direct Marketing, a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert or you can post a comment here or e-mail him at firstname.lastname@example.org. You can also follow Jim on Twitter at www.twitter.com/gilbertdirect.
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.