5 ways print catalogues and publications drive demand


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Far from being outdated, physical and print publications and catalogues provide a highly effective sales tool and demonstrate ROI and value.

Over recent years it seems that everything is (and may be has already) moved online: digital brochures, virtual catalogues, online e-commerce. Yet, far from being outdated, physical and print publications and catalogues provide a highly effective sales tool, and more importantly demonstrate ROI and value from its user-friendly format.

In B2B environments, they tend to stay on desks to be used as handy reference tools and act as constant reminders of where products and services can be sourced. All of these aspects lead to a typically higher average sale value than purely online purchases due to greater consideration in purchase and browsing for complementary products.

Here are five ways that help to increase sales and continue to drive revenue growth:

1. Print drives online action

Sending out catalogues makes users 60% more likely to visit a company’s website. Print collateral is a great way for encouraging interest and browsing, be it in a physical format with further exploration occurring online.

2. Print readers are influenced by traditional channels

Catalogue users are three times more likely to consider mail as a useful way of helping them to choose what to buy. Using preferred channels of communication is key to delivering engagement, and in these cases, direct mail still delivers value from incentives, promotion and offers.

3. Print drives sales within one week of requesting a catalogue

Over 55% of customers who request a catalogue expect to see it arrive in the next three days, and over 60% of customers order within a week of receiving their catalogue. This emphasises the need for an efficient prompt supply chain of catalogues, but also the timeliness of buyers’ purchases. Whilst the buyer process may not be as short as online, 6/10 buying within a week demonstrates the majority will still order with physical print being the stimulus.

4. Incentivising print to store

In many traditional industries, a physical store and personal relationships with these businesses is the only route to market. Coupling publications with highly personalised offers, incentives, promotions and content based on their purchase history and needs is a fantastic way to drive footfall to stores, deliver ROI and cross-sell complementary products from print.

5. Feel the difference

Tangibility, credibility and branding. These three vital characteristics are delivered in a physical format with greater effect than online. As a result, print is having a renaissance with companies wanting to demonstrate they value their customers and position them above competitors.

Publications and catalogues will not always be at the front of your mind when it comes to demand generation and revenue growth. However, for many B2B marketers that could be the tactic to deliver value over competitors and drive incremental sales.

Republished with author's permission from original post.

Greg Dorban
Greg Dorban is a Demand Generation professional helping global companies to create more opportunities. He is Head of Inbound Marketing with strategic consultation on search, social, web, conversion and content at Ledger Bennett, a specialist B2B agency.


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