Did anyone have a chance to catch the Rebirth of the Catalog session at the Retail Marketing Virtual Conference last week? It was a good look from three different catalogers as how they’ve changed their catalog programs as the retailing business has evolved. Here are my key take-aways:
- Be sure to leverage your catalog content through a variety of marketing channels – social posts, blogs, videos as well as SEO and your website). Use these channels to highlight new products, feature “how-to” content and to share knowledge and experiences with your products.
- If possible, consider a multi-title approach. Break a large catalog into smaller more targeted audiences. This works well with a B2B catalog.
- Building on point 2, think about a different format, like a magalog. Having editorial and articles can add value and loyalty to your customer base.
- It’s a no brainer, but have a print AND an electronic version of your catalog. There are plenty of companies who can help you convert your files.
- Make sure you’re marketing to your customer base the same way they’re interacting with your company. If they’re a mobile shopper, an online shopper or a print/order form shopper and adjust your marketing strategies accordingly.
There were more good nuggets of information in the session. And you can check out the recordings for free on the site.