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Reach target audience with product catalogs

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1. Set clear, measurable, and realistic goals for the marketing campaign to help define the strategy to use. 

You could include:

  • Increasing sales.
  • Growing foot traffic to a retail location.
  • Educating the market about your products.
  • Increasing brand awareness.
  • Influencing the market.
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2. Carry out market research on your past and current customers to establish commonalities and gather detailed information about your customers.

Create a customer intelligence report from your records, past catalog campaigns, web surveys, and focus groups. Include information like:

  • Gender.
  • Age.
  • Occupation.
  • Geographic location.
  • Hobbies and interests.
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3. Design the catalog using information that speaks to the customer: match the catalog to your business needs and target audience, and ensure it's highly specific.

List all the products you have on offer and include quality photographs, product descriptions, prices, and copy promoting your company’s brand. You could also include:

  • Ordering and shipping information.
  • Cut-out coupons.
  • Return policy.
  • Discounts.
  • Free giveaways.
  • Complimentary services.
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4. Use both print and digital catalogs, and link the digital catalog to your website and social media handles. Share the digital catalog widely on the internet and promote it aggressively on all media.

Grow your audience and reach by running both digital and print catalogs. Use online tools to create an interactive digital catalog instead of a PDF file. Include information about ordering the print version.

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5. Build an advertising campaign that pinpoints where your customers are and how they take in information.

Consider the media that gives you the broadest reach and use them to run your ad campaigns. To run the best media campaigns, you may consider: 

  • Customer demographics.
  • Geographic location.
  • Message frequency.
  • Cost.
  • Reach.
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6. Use your other marketing channels to support the catalog. Use your website and social media accounts to tell people about it. Use postcards and direct mail to spread the news of upcoming sales, offers, promotions, or events in the catalog. 

Always use a catalog as part of a multi-channel approach instead of an isolated marketing strategy.

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7. Set the catalog marketing time frame and use the schedule to benchmark your results. Track the marketing campaign's outcome by measuring important KPIs.

For example:

  • Customers using catalog codes.
  • Page conversions.
  • Total sales. 
  • New accounts.
  • Conducting surveys. 
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Current Playbook:

Reach target audience with product catalogs

Sep 23, 2021

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