The print catalog has a long and rich history as a way for companies to communicate directly with their customers. Though a lot of purchasing is done online these days, the catalog offers a unique way for brands to gain exposure and build their image, while providing valuable information to their customers. As a part of the purchasing process, catalogs are here to stay.
Catalogs have amazing staying power because our brains love print. A neuroscience study conducted by the U.S. Postal Service revealed that “when viewing physical ads, participants had a stronger emotional response and remembered them better” than digital ads. This is important when recalling information when it’s time to make a purchase—even if that purchase happens online. In fact, many shoppers will have the catalog in hand when purchasing from a company’s website.
The USPS study also revealed that “physical ads triggered activity in the area of the brain that is responsible for value and desirability for featured products.” This is great news for brand positioning! Catalogs can act not only as a conduit for purchasing, but also as an advertising piece for a company. More and more, catalogs are being used as a sourcebook of ideas and lifestyle inspiration. A beautifully printed piece increases your brand’s perceived credibility, reliability, and quality.
In our day-to-day lives of email, text messages, and online interactions, catalogs can break through the noise of the digital world. They are hard to dismiss—a printed catalog won’t get sent to a spam folder or get caught by an ad blocker. And you can’t replicate its interaction with your customer in any other media. With a printed catalog people can write notes, dog-ear pages, circle items for ideas, hand it to a friend, and easily come back to it when they are ready to make a purchase.
For companies looking to solidify their brands and continue engaging productively with customers, it’s a great time to explore print. With its proof of consumer engagement and sales performance, catalogs remain a powerful force in your marketing arsenal. Get in touch with us today to find out how James Litho can help your company make the most of this dynamic sales tool.