In a recent post, Jim Coogan, the founder and president of Catalog Marketing Economics, posed a question certainly on the minds of most millenial marketing mavens, “Can catalogs be replaced with only internet marketing” or “why can’t everything be digital?”
The article offers a number of interesting facts behind the persistence of catalogs, the most interesting of which (in my opinion) is:
The internet doesn’t cost effectively supply the lifeblood of direct response businesses, which are a steady flow of new buyers… Catalogs still have all the tangible elements of photography, headlines, copy and a lasting presence around the house that create demand.
Successful data-driven marketers understand that catalogs are effective for one primary reason: they deliver precise, targeted messages, to the right consumers and offer incredibly measurable insights and data as the to the success or failure of any test or ongoing initiative. It’s almost like a Google Adwords campaign – but with paper…
When was the last time you spent 30 minutes looking at one email?
Think about your own experience… receiving one, two or maybe more catalogs in the mail that, if mailed smartly, reflect your lifestyle, hobbies and interests. In a world where everyone seems to have less time, consumers are still spending quite a bit of time with their mail. As part of their Mail Moment, consumers reserve time each day to sit down with their mail. The study found that:
Catalogs are for CONSUMING
At Custom Direct, we refer to the Shopping-State-of-Mind; the moment of truth – before a consumer reaches for the retail shelf or clicks the buy now button – as well as the second they pause – before turning the catalog page – or turning down the CORNER of the page.
At Custom Direct, we believe the Shopping-State-of-Mind is the difference between PASSIVE and ACTIVE. Catalogs deliver consumers to marketers in an active, Shopping-State-of-Mind.
Reading a magazine or newspaper, no matter how engaging the content – is a passive activity. Advertising and promotions must break through the clutter to STOP the reader and engage – in a matter of seconds.
Catalogs – don’t give up on them yet…