Ensuring a Good Start to Your Catalog Business

There are several reasons to mail out print catalogs. According to Forrester Research, customers spend 70% more if a company offers multiple ways to shop than if there is only one option. Catalog printing is great for people who are not comfortable ordering online. Also, mailing out catalogs is a good way to reach people who are not looking for you. On the downside, catalog projects are complicated and pricey, but not to despair. Here are some guidelines to get you started out right.

It is a good idea to have someone help guide you through the process. Talk with someone who is experienced in catalog production and mailing or hire a consultant. If you do not like those options, check out the Direct Marketing Association's website at www.the-dma.org to find out when and where they hold conferences on print catalog marketing.

Not all printers are experienced catalog printers. You want a printer that offers printing, binding, and mailing services and that costs less than other methods. Another service to look for is destination entry discounts, which means they drive the catalogs closer to their destination to save on postage, or a printer with multiple locations for cheaper mailing.

Printing catalogs is expensive, so make sure you can make a profit on the items you sell. Only put items with at least a 40% profit margin in your catalog. If this means you will not have a lot of items in your print catalog, do not worry; catalogs with only twenty to thirty items work just as well, if not better, than a lengthy print catalog, and a shorter catalog cost less to produce.

You can expect a 3-10% response rate from current customers, but only a 1% response rate from a commercial mailing list. For your first run, it is best to stick to your own customer lists.

Printing fewer copies in one run costs more per catalog, but your total bill will be less. It is better to start with fewer catalogs because you can find out what works best without spending a lot of money. Be sure to create a system for keeping track of how much revenue the catalog generates. Also, include surveys to find out what customers like and dislike about your print catalog so that you can make improvements before increasing your quantity.

Start off your catalog right by preparing appropriately from the beginning. Knowing what to expect can save you both valuable time and money, so be sure to research each step of your catalog production process. This way, you can experience your customers spending 70% more on your products.