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You know, there are a lot of similarities between catalog printing and direct mailing. I know, some of this is obvious, but still, I think a lot of companies are not really thinking about this.
Okay, when it comes to direct mailing there are a few things I would say that most companies are completely aware of. The first is that you need to make a strong advertisement that is targeting a very specific demographic. You are quite literally sending your marketing right to a person's home, so you have to know that the person is going to have interest or else you have wasted your time.
Because of this research into your customers is going to be a strong part of your initial work. This is true for all marketing, but I think with direct mail marketing you will start to see it a lot more because you have to be more specific in who you are targeting.
The exact same is going to be true for catalog printing. You are sending them through the mail to a very specific group of people. Some of them will certainly be those who you have targeted before, but if you want to expand your business, you are going to have to start sending your catalogs to others.
Here is where the problem comes in. People understand that direct mailing is going to be used with marketing, and so that is why they do more research into it. But with catalogs, they are not viewed as much as marketing material. It is a way to help people buy your product, but that is it.
Catalogs are just as much about marketing as any other form of marketing. Given that you are sending them directly to people, you have to be sure that you know a lot about who those people are and what they have interest in. Each catalog you send to a person who never had interest in reading it is money wasted, pure and simple.
The question then becomes how much money are you willing to waste because you did not do the right kind of research? And this goes beyond just who you are sending your catalogs to. Every catalog is a combination of both products and artistic layouts. You are wedding text and images on a scale few other forms of marketing deal with.
If you want your catalogs to appeal to people you have to give them something interesting. Research who your customers are so you can be sure that your images and your layouts will best draw them in and make them want to flip through to view more.
Do not view catalog printing as something different than other kinds of marketing. Take the time to do the same kind of research with your catalogs as you would with any other kind of marketing. I think you will find your sales start to go up, and you would not waste as much time and money sending catalogs to people who do not care about looking at them.