Guest post by Shelley Sweeney, Vice President/General Manager Service Bureau/Direct Marketing @shelleysweeney
Direct mail isn’t the only “old school marketing” tool getting second looks today. Catalogs are also experiencing a revival. From a hyper-focus on digital marketing, the pendulum is swinging back to printed pieces like direct mail and catalogs. And they’re working.
In both B2B and B2C markets, printed catalogs have experienced a surprising resurgence as brands and marketers realize their power to impact buyer behavior. The catalog has been resurrected, and for marketers, it’s looking better than ever. In fact, these Cinderella pieces bear scant resemblance to traditional catalogs with page after page of product shots.
Marketers with money are turning to catalogs, but it’s not your father’s catalog. Think of a cross between coffee table book and high-end fashion magazine. Today’s generation of catalogs appeal to consumer lifestyles, and with so much marketing experienced online, catalogs stand out in the physical realm. They hang around for a while in the buyer’s life. Catalogs tell stories. They suggest ideas.