Publication Strategy | Catalogs and Booklets
Printed catalog marketing is still one of the most used means of offering products. Retail giant IKEA recently announced the re-design of their 200 million circulation catalog. The global retailer intends to bring technology to their paper catalog so they can tell their story in new ways and drive a seamless connection to purchase.
Creating catalogs is a big undertaking when considering the coordination and number of elements involved. Multiple pages of copy and images require thoughtful planning and coordination in order to produce a printed pub that will be read, retained and acted on by recipients. Prior to exploring content, size, page and cover designs, strategic planning is necessary and often overlooked. Audience, function, habits and distribution are some of the key areas to hone in on.
Assessing customer needs, level of education, and expectations are important to help determine content, product lines, pricing, design theme, and more. A better educated audience may view your sales piece differently than a less knowledgable reader.
Knowing all the various ways your intended recipients handle, review, share, and store your publication will provide helpful insights about ways to make their experience advantageous. An 8.5×11 page size is a readily available standardized U.S. format but it may not be the best solution for your customers.
Understanding market segments and distribution channels upfront will help add those subtle yet valuable features that often impact the overall effort. Discovering that a self cover 45 lb. text catalog is not heavy enough to resist the rigorous process of delivery networks or recipients handling habits could end up as an expensive lesson.
Catalogs require a systematic process leading up to press and launch. Highly successful publications, like IKEA’s, involve much more strategic research and effort, but can be scaled for your needs. After all, large companies were once small enterprises with big ideas.
All our catalog printing is on special this week AND we will honor discounts on all orders placed this week by allowing art file upload at a later date. Remember, all of our products can be trimmed to custom sizes. If you require printing specifications outside the parameters on the website, contact us for free estimates and advice about planning your next publication.