How to Introduce a New Catalog

Catalog's can be as enjoyable for consumers as skimming magazines.

Catalogs condense the sales inventory of a company into a booklet that is used as a sales tool. Businesses have several options for distributing catalogs to consumers. They can create online catalogs by putting their products on e-commerce sites. They can create digital versions of their catalogs that can be downloaded. Or, they can print copies of their catalogs. After putting in the time and expense to create catalogs, business owners have to get them in front of consumers to make sales.

Things You'll Need

• Web site
• Press Release
• Presentation Software
• Product Samples
• Customer Service Line

Instructions

Catalog Marketing Strategy

1. Dedicate a page on your Web site for information about ordering a copy of your catalog or to review your catalog online. Include a link on your home page that leads to your catalog. Give customers the option of downloading a digital version, reviewing the catalog online, or ordering a printed copy.

2. Schedule a press conference. Choose a date that coincides with the release of your catalog, so that if any news stories run, your merchandise catalog will be available for interested consumers.

3. Invite local media. Send press releases to all the media outlets in your state, such as television, radio, magazines and newspapers. In the press release, explain to journalists why consumers will be interested in your catalog over others that out there.

4. Invite local consumers to attend the event. Send direct mail invitations to your customers. Buy or rent a lead list from a broker that has a list of the people in the market demographic who would be most interested in your products.

5. Get references from other business owners to find reputable list brokers. In the book, "Creating a Profitable Catalog", Jack Schmidt advises requesting a data card before you give the broker any money. Data cards provide information such as buying history, purchase location, and income of the people whose address information you will be purchasing. E-mail addresses and physical address lists also can be purchased.

6. Create a presentation to show to the press. Add pictures and graphics to a software program such as PowerPoint that highlights some of your best products and the main benefits consumers will get from shopping in your catalog.

7. Write an introductory speech. Introduce yourself and your position in the company. Give a short background of the company. Emphasize any good deeds the company has done in the local community.

8. Dress professionally for the press conference. If your catalog has clothing, wear some of the clothing from the catalog. Mention that in your introduction. Set up a display area for some of the best products from your catalog.

9. Give your presentation. Start with the introduction, then transition into the presentation. After the presentation, give the audience a chance to ask questions about the product line.

10. Run ads in newspapers and magazines related to your products. Emphasize benefits that consumers will care about, such as low prices or environmentally friendly production facilities. Explain to consumers how to get access to your catalog.

11. Set up a customer service and sales hot line to answer calls and take orders from your catalog. Keep track of local response and best selling merchandise.

12. Based on local performance, tailor a national ad campaign to introduce your catalog. Emphasize the merchandise that sold best in your local market.

References

• "Creating a Profitable Catalog: Everything You Need to Know to Create a"; Jack Schmid; 2000
• "Marketing Kit for Dummies"; Alexander Hiam; 2009

Resources

• "Creating Catalogs that Sell"; Carol Ann Waugh; 2003