In these lean times, more companies are looking to trim their catalog budget and still maintain their market presence. Here are some helpful ideas on using the alternate simple catalog design exclusively from SMS to economize and still sell smartly.
Custom or Simple – Which way should I go?
Simple catalog design begins with more effective use of valuable catalog real estate, displaying essential information only, and the effective use of color. Simple catalog approaches still get the word out but in a more compact and direct way. The real key to capturing the essence of your selling message by using the simple catalog design is to:
Carefully choose your product selection – Select your best sellers first for sure and then specify your “underdogs” that show promise. Drop “tail-draggers” as they should not even be in the catalog equation.
Select a clean template design – Standardize on a template design that is practical and allows for maximum use of product information on your page. Template treatments often establish a trademarked “look and feel” that is specific to your company mark.
Plan on white space – Understand it is not necessary to fill every available nook and cranny on your layout. In fact, you can actually increase readability if you make tasteful use of white space.
Custom Catalogs Serve a Purpose Too
Unlike simple catalogs that typically are less than a hundred pages and contain usually no more than four to five product blocks per page, a custom catalog contains specialized brand-imaging features that address:
1.) Informational Blocks and Fillers – Typically industry standards like ANSI, OSHA, ASTM and CSA. Others contain the use of Industry Best Practices for a given product offering.
2.) Application Photos – Action shots that show the product in its natural habitat on the job such as a fall protection device like a harness, hard hat or safety glasses.
3.) Call-Outs and Charts – Sometimes called “stoppers”; refers to the use of bursts that say NEW, Now ONLY__, Cut-resistant ratings, etc.
4.) Price Customization – Quantity break specials, limited offers, special savings, etc.
5.) Multiple Product Blocks – As many as six or more on a given page per product offering
Simple or Custom - A Word about Use of Color and Position
Experts conclude that colorful catalog presentations sell more product. Design your simple or custom catalog so that it is appealing to read by maximizing the use of color. Choose a common typeface that is easily read and less taxing on the eyes.
Evidence also supports the conclusion that you should place your star performers in the upper right hand corner of a right hand page because that’s where the eye goes first when the reader opens your catalog. Secondarily, the upper left-hand position on an opposing page also bodes well for increased readership.
It’s Up to You
In the final analysis, the correct catalog solution is the one that fits your budget, existing customer base and your target audience. There are, however, a few key aspects of this catalog discussion to keep in mind.
First, if budget constraints are dictating your course of action in getting your catalog out, a simple catalog can fit the bill very nicely. Some presence is better than no presence. Saving 40% off a normal custom catalog can suddenly make you say…yes we can!
Secondly, the simple catalog approach allows you to use a finite budget appropriation and produce multiple frequencies or issues of your catalog throughout the calendar year.
If You’ve Got the Time…
Finally, if brand imaging is key and plays a major role in your overall sales mix, the custom catalog approach might work best because it gives you ample real estate and opportunity to reinforce those frontrunner sales messages and drive your core sales home. When budget is not a deterrent and pre-planning is meticulous, the custom catalog is your best answer.
About the Author:
Paul C. Simcock is a Project Manager at Safety Marketing Services - Brooksville, Florida, a technology-based marketing solutions provider for industrial safety equipment distributors, resellers and manufacturers providing expertly designed catalogs, print collateral, event displays and e-commerce websites.
To learn more about our “simple” solution, e-mail us at info@growwithsms.com.
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