Design Sales
2006
Design Sales
We are getting ready to design a catalog. What are some standards for creating a great sales catalog?
Depends on what the product is... Let whoever is going to be viewing the catalog, what its purpose is. Is it a guide to online ordering? Is it the yearly feature of your entire product line? Is it something you update quarterly to reflect different trends in your industry? Will it help your prospective customers make a more independent and informed buying decision. There's a number of different ways you can design a catalog, but don't be afraid to be honest about why its been printed, and how it can be used.
I would say product visibility is most important to any catalog.
If there's a lot of specialized products use long lists and consolidate your entire product line to a few pages with no breaks in between.
If you're trying to market a service or a whole product line, be sure to summarize the features, advantages, and benefits of each particular product or service within the category, so your consumers can establish a point of comparison on their own.
If any of your vendors are going to be advertising in the catalog limit the space and placement of their advertisements on your terms... reflect this in the price. Manage the balance between your business model, and theirs, accordingly.
Be sure to use the front cover, and back cover to your advantage. They're the most visible areas on the entire catalog.
If you're running a strictly business to business operation, consider investing in some SIC codes to pull up some listings of businesses in your region that work in industries to which you cater.
If you're selling to the public consumer, do like Pier One Imports or Crate and Barrel does... send your catalog only to the zip codes which historically have expendable income, and buying power.
Finally, make ordering easy and accessible. Include instructions, whether its by phone, snail mail, online, or billed to a credit account.
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