Catalogues are an incredible opportunity to create a meaningful connection with your customers. That’s why we’ve compiled 10 actionable hints designed to help you level up your catalogue game and turn casual browsers into loyal buyers.
Let’s get to work building a catalogue that works for you.
1. Use your whole team
Don’t create in a silo. Involving stakeholders from across your company will unlock a wealth of ideas and ensure your catalogue aligns with overall business goals. Getting input from marketing, sales, product development and customer service is crucial. Each department brings a unique perspective that can contribute to a more effective and well-rounded catalogue.
Action: Gather your team for a brainstorming session fueled by coffee and creativity. Encourage open communication and collaboration.
2. Determine the demographic
You can’t sell to everyone, so laser-focus on understanding your ideal customer. This allows you to tailor your catalogue’s content and design to resonate with their specific needs and desires. Deeply understanding their preferences, pain points and aspirations is key to creating a catalogue that not only attracts new customers but also builds lasting loyalty.
Action: Create detailed buyer personas that include demographics, interests, pain points and purchasing habits to get a clearer idea of who will be flipping through your catalogue.
Inspiration: Renault used a unique catalogue created by kids, for kids, to promote their new vehicle and engage a wider audience. See how combining unconventional creativity with targeted distribution worked.
3. Tune into what’s trending
Stay relevant by highlighting top sellers and trendy collections. This will help you create engaging content and eye-catching displays. Showcasing the latest trends demonstrates your brand is current and in touch with what customers are looking for.
Action: Research current trends in your industry and incorporate them into your catalogue’s design and product selection.
Inspiration: Roots Canada used a mini-catalogue to reach millennial shoppers during busy back-to-school season. See how trending content combined with strategic targeting to boost online sales.
4. Fit their lifestyle
Show how your products fit into your customers’ dream lifestyles. Once they connect emotionally, price becomes less of a barrier. Appealing to customers’ aspirations and desires can be a highly effective way to drive sales and build loyalty.
Action: Use lifestyle photography to showcase your products in real-life settings. Show customers how your products can enhance their lives and help them achieve their goals.
Inspiration: Altitude Sports used eye-catching mini-catalogues to reactivate lapsed online customers by combining compelling design with personalized targeting.
5. Lean into the physical
In a digital world, the tactile experience of a catalogue is a unique selling point. Don’t just show your products – let customers feel them. Think about the paper stock, finishes and even scents you can use to create a memorable and engaging experience.
Action: Experiment with different paper weights, textures and coatings to find the perfect feel for your brand. Consider adding special finishes like spot UV or embossing to highlight key elements.
Inspiration: IKEA used a catalogue that included a measuring tape to inspire customers to measure for new home furnishings. See how combining tactile utility with targeted distribution can increase sales and boost engagement.
6. Don’t unplug from digital
Catalogues aren’t just about print; they’re powerful drivers of online traffic and sales. Use your catalogue to create a seamless bridge between the physical and digital worlds, encouraging customers to visit your website and make a purchase by incorporating QR codes or personalized URLs.
Action: Create an exclusive online-only offer for catalogue recipients to incentivize them to visit your website.
Inspiration: Arts Club Theatre Company used catalogues to reach prospects who weren’t responding to email. Find out how catalogues can create a winning digital-print combination.
7. Tap into the creativity
Think of your catalogue in terms of overall experience and not just pages. Big, beautiful images that flow across pages and detailed storytelling that captivates will keep readers hooked. A well-designed spread can create a more immersive and engaging experience.
Action: Invest in professional photography and writing and work with a skilled designer to create a visually stunning catalogue.
8. Let yourself be influenced
Instead of just selling products, offer helpful advice and guidance, just like influencers do online. Providing valuable content can help you build trust and establish yourself as an authority in your industry.
Action: Share tips, tutorials and behind-the-scenes content. Offer practical advice that customers can use in their daily lives.
9. Live your brand
Realize that there is no one way to create a catalogue. So, you do you! Make your catalogue an extension of your brand’s personality, values and the lifestyle your customers love. Your catalogue should be instantly recognizable as belonging to your brand.
Action: Use branding elements such as your logo, colour palette and typography. Ensure that your brand voice and messaging are consistent throughout the catalogue.
Inspiration: ODESSA Poissonnier opted for a 16-page holiday gourmet magazine designed to showcase new products, tips and recipes, as well as establish itself as a premium brand for customers who value quality over price.
10. Don’t go it alone
From design and targeting to printing and distribution, there are countless factors to consider when creating a truly impactful catalogue. Partners like Canada Post possess a wealth of expertise in catalogue marketing, offering insights into best practices, strategies and the latest innovations.
Action: Schedule a consultation with a Canada Post catalogue marketing expert. Discuss your goals, challenges and target audience to uncover opportunities for improvement and ensure your catalogue is set up for success.