As the world of digital marketing becomes more and more crowded, marketers today are turning back to print as a means of putting their branded experiences into the hands of consumers - literally. That’s right. Believe it or not, printed catalogs are making a comeback.
Why? At its core, catalogs engage a human sense that digital lacks. Tangible and touchable, catalogs and other printed brand expressions have become the “new” channels in the fight for share of voice.
As technology advances and consumer preferences change, top trends in catalog printing are emerging to help businesses leverage print marketing to increase customer engagement. Deep dive into this topic with us as we unpack some of these trends, and how to save money while you’re at it.
Getting Personal
Customers today crave personalization in every aspect of brand marketing. They want to feel seen and heard. A personalized catalog delivers that extra je ne sais quoi to help build a bridge from your brand to each individual consumer.
Personalization can take many forms, from customizing the cover with a customer's name to visually tailoring product recommendations based on their online purchase history. By leveraging customer data, brands can create a more meaningful and personalized catalog experience that resonates with their target audience on a deeper level.
Hitting Your Target...Audience That Is
If you’ve ever played darts, you know how hitting each segment or ring on the target can get you closer to championing the game depending on the consistency of your aim. The same can be said for print marketing.
The success of your catalog program in today’s market is dependent on your ability to deliver to your target segments. How can you do that? Funny you should ask! It just so happens we have ideas for you.
Multiple Versions, Smaller Quantities
Speaking of personalization, multiple versions of your catalog tailored to the interests of target audiences can be a great way to deliver the right messages. It’s important to partner with the right printer that can provide that flexibility to print smaller quantities of those multiple versions. Taking it a level further, if they have the in-house ability to mail those catalogs per the criteria of your target audience, your budget and future self will thank you.
Optimize Design
This tip is both for your brand and your budget. Slimmer designs, cut size, paper type, criteria for mail all factor into how your customer receives your catalog and how it stands out, but also how it impacts your budget. It’s a balance and working with an expert vendor partner that can help walk you through this is crucial.
Leverage Technology
You know how Google retargets digital advertisements to visitors if they visit the website first? From the website, the brand will show up throughout that visitor’s browser for a period of time. What if we told you that you can do that with print? It’s called retargeted print. Here’s how it works.
A retargeted print vendor partner works to analyze the data collected from your direct to consumer (DTC) website, online store or social media. They match IP addresses with names and mailing addresses from existing databases. Then they set up a process for delivering highly personalized and time-sensitive direct mail to that customer based on their digital activity.
Imagine looking at a product online and then receiving a postcard featuring that product within 48 hours. Leveraging retargeted print can be a game changer for reaching your target audience in a meaningful way.
Engaging Digital to Engage Your Customers
It’s not a matter of print versus digital – it’s more of a discussion about how print and digital can work together to reach customers in exciting new ways. Including QR codes or URLs in a catalog can direct customers to a digital landing page, product video, virtual or augmented reality experience providing additional information and opportunities to make a purchase.
Case and point? Lovesac. When their direct marketing manager approached us for help to increase engagement with their catalog, we produced a 360 virtual experience of a retail showroom accessible through a QR Code placed within the catalog, or you can click here.
Digital catalogs are also highly underutilized. They can be customized to individual customers, offering personalized product recommendations and discounts. Additionally, digital catalogs can provide valuable data on customer behavior and preferences, allowing businesses to optimize future catalog campaigns both in print and online.
Even in today’s digital age, catalogs continue to be a proven way for brands to deliver lasting experiences. As trends in catalog printing continue to quickly evolve, Kodi Collective can help you stay up to date with the latest strategies and technology so your business stays competitive and drives growth. Our innovative approach, highly skilled expertise and comprehensive portfolio of offerings can help to elevate your brand presence in a way that resonates with your audience – helping you maintain a competitive edge in a crowded market. Together, let's revolutionize your catalog printing journey and unlock new possibilities.
