12
Are Catalogs Still
A Thing? (cont.)
Why Catalogs?
That 4-inch-thick catalog Sears published
every Christmas has gone the way of the
Sony Walkman, but guess what? Just as
portable music players have stuck around
and evolved, so has the catalog. Catalogs
are a powerful marketing tool that can
help businesses to reach a wide range of
consumers. By featuring products in an
eye-catching and easily accessible format,
catalogs can generate interest and drive
sales. In addition, catalogs oer businesses
the opportunity to present a large amount
of information in a concise and organized
manner. This makes catalogs an ideal
way to highlight new products, special
promotions, and company news. With
their broad appeal and ability to generate
results, catalogs are still widely used by
businesses of all sizes.
Catalogs Create a Connection
Catalogs are filled with vibrant colors, and
curated images, and give readers the sense
that if they had these products they could
be a part of the story. Take the Pottery
Barn catalog, for example. The images
of rooms that are perfectly designed,
showcasing all Pottery Barn furniture and
décor are quite convincing. Of course,
you will want to relax by the fireplace on
a soft Pottery Barn chair, wrapped in a fur
blanket – who wouldn’t?
The Amazon toy catalog that is released
during the holiday season is another
popular catalog. It often has actual
children’s stories written inside, as well as
activities and games. The 2019 version’s
opening page says, “Once you turn this
page, you’ll enter a world where holiday
dreams are made.” I don’t know about you,
but when I was a kid, that’s a marketing
hook that would’ve reeled me in. The
longer kids are entertained by the catalog,
the more time they will spend checking out
all of the toys that fill the pages. Toys that
will inevitably end up on their wish list.
Catalogs Are Tangible
Studies show that most people enjoy
physical mail - especially millennials. A
generation raised on the Internet actually
likes to get ink on their fingers. This could
be because it is such a dierent tactile
experience for them. Also, the average
piece of direct mail stays in the home for
around 17 days. This means customers
can access catalogs easily, multiple times
- folding down the corners of the pages
they want to come back to or even circling
the items they are considering purchasing.
Clipping through a catalog is a leisurely
activity that consumers seem to enjoy.
Physical advertisements also create
stronger brand recognition which in turn