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- Controlling your brand in an online world
Main Content
October 13, 2007
Your catalog is your lifeline to your brand
Beyond sales . . . what else do catalogs accomplish?
In our recent joint survey with Catalog Success magazine, we asked:
What business objectives does your catalog fulfill? (Please check all that apply.)
|
Response |
Consumer |
B2B |
|
To generate sales through catalog itself (800# or mail) |
95% |
89% |
|
To generate online sales |
94% |
81% |
|
To build the brand |
73% |
63% |
|
To build the relationship you have with your customer |
72% |
74% |
|
To create awareness about your products or services |
67% |
81% |
|
To educate customers/prospects about your products or services |
54% |
71% |
|
To generate retail store sales |
32% |
12% |
|
To help generate sales for a field sales representative |
9% |
32% |
Clearly, and to no surprise, the ultimate goal of a company's catalog is to generate sales in both the traditional sense but also online. In fact, generating online sales for consumer catalogers is in a virtual tie for being the most important business objective. For B2B catalogers, it's a close second.
What also is clear in these results is the importance of a catalog in:
- Building the brand
- Building the relationship with the customer
- Creating awareness
Posted by Dave Larson, Director of Account Planning, on October 13, 2007 at 10:42 PM.
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