EXPERT OPINION: A catalogue represents the most complete and tangible guide to the magnificence of your offers, that you can deliver by hand to your dearest clients.
Volodymyr Krekotin, Head of Communication Department, PRINTSTORE GROUP:
Mass media, from print media to stream video, continue to get along with each other, enjoying their niches and audience. It is normal and logical, because new formats cannot fully replace the existing ones.
The revolution in science and technology as well as the progress in the area of communication greatly contributed to the conversion of information into a digital format, making it widespread and easily accessible, but at the same time, moving it away from its addressee, depriving it of its uniqueness and singularity. Obviously, these changes have affected sales and marketing.
#Web turned the heads of the entrepreneurs, affording them an opportunity to offer and sell goods and services remotely, without requiring any huge investments, in particular, for promotional printing products, e.g. #catalogues. It would seem there was no need in having a catalogue, as it was sufficient to promote a domain name of the website of the company. Well, nothing of the kind.
As you see, online business cards have not expelled the traditional ones, online shops failed to drive out grocery stores and dress shops, likewise, online list of goods have not and will never replace a catalogue.
First, your website is one of hundreds or thousands in the World Wide Web. Therefore, having studied an offer, a user joyfully “hurries” to surf in the search of better prices, alternatives and conditions.
Second, a good catalogue can describe the qualities of your product in a much more professional and effective way by using materials, presentation and special compliments: smells, testers, samples. This list is unlimited.
Third, one of the most essential parameters, which is an attribute to a catalogue, unlike the web, is tangibility. Right, your client does not hold this #thing in his hands, but he can already touch pages, inserts, materials, all making his perception more complete.
With the aforementioned in mind, at this stage of development of marketing communications, a catalogue represents the most complete and tangible guide to the magnificence of your offers, that you can deliver by hand to your dearest clients.