In today’s fast-paced world, it’s easy to overlook the power of print. But amidst the digital noise, a surprising trend is emerging: catalogues are making a comeback! They offer a tangible connection with brands, a welcome respite from the digital clutter, and an opportunity to foster deeper brand relationships through a blend of nostalgia and innovation. A study by the USPS found that consumers spend an average of 15.5 minutes browsing a catalogue. This focused attention translates to better brand recall and purchase intent.
Tangible Impressions and Emotional Connections
Catalogues create lasting impressions and emotional connections. The feel of the paper, the visual appeal of the layout, and the focused experience of browsing through pages curated with care, all contribute to a more immersive and memorable brand interaction. Imagine the difference between scrolling past a product online and holding it in your hands through a beautifully photographed catalogue. That tangible experience can create a deeper connection and desire for the product. In fact, statistics show print advertising has an average response rate of 4.4% compared to email’s average response rate of just 0.12%
Extended Brand Exposure
Catalogues offer extended brand exposure as customers keep, display, and share them. Unlike a fleeting social media post or email, a catalogue can remain in a home or office for weeks or even months, serving as a constant reminder of your brand. A well-designed catalogue can also become a coffee table book, showcasing your products in an aspirational lifestyle context. This extended exposure keeps your brand top-of-mind and increases the likelihood of future purchases.
Strengthen Brand Positioning
The quality, feel, and content of a catalogue can significantly reinforce brand positioning. A luxury realtor, for example, might use a thick, high-quality paper stock, elegant typography, and stunning photography in their catalogue to convey their position within the luxury real estate market. Similarly, a sustainable clothing brand might opt for recycled paper and earthy tones to emphasize their commitment to environmental responsibility.
Targeted Reach and Personalization
Catalogues can be targeted to reach the right audience with personalized content and design. By segmenting your customer base and tailoring the catalogue content to their specific interests and needs, you can create a more relevant and engaging experience. For example, a fashion retailer could create separate catalogues for different age demographics, showcasing styles and products that resonate with each group. This personalized approach leads to higher engagement and conversion rates.
Integration with Other Channels
Catalogues can be seamlessly integrated with other marketing channels (social media, web, in-store) for a consistent customer experience. You can use QR codes in your catalogue to drive traffic to specific product pages on your website, or promote exclusive online offers for catalogue recipients. This omnichannel approach creates a cohesive brand experience and maximizes your marketing efforts.
Statistics that Speak Volumes
The data supports the resurgence of catalogues:
Canadians rated print catalogues highest for qualities like engagement, reliability, and trustworthiness.
43% of Canadians use catalogues for inspiration, demonstrating their power to spark ideas and desires.
29% of Canadians are driven to action by print catalogues, proving their effectiveness in influencing purchasing decisions.
Catalogues inspire more Gen Z (38%) to action than any other generation, debunking the myth that print is irrelevant to younger audiences.
Over half of all Canadians notice catalogues in their mailbox, highlighting their cut-through in a world of digital distractions.
By embracing the power of print, you can create a unique and engaging customer experience that sets your brand apart and leaves a lasting impression. Consider incorporating catalogue-based marketing into your strategy to create meaningful connections with your customers, drive conversions, and stand out from the competition. For more download our “Engaging in Catalogue Based Marketing” guide here.
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