EXPERT OPINION: Catalogues are a powerful tool for interaction with consumers, as well as an integral part of multi-channel marketing
Tatiana Pavlovskaya, Director of Marketing at PRINTSTORE GROUP:
It does not suffice to offer high-quality products and services on the market of goods and services any more. High quality does not guarantee considerable sales. Competition has reached such a level that in order to stimulate sales it is required to use different marketing channels.
Catalogues are a powerful tool for interaction with consumers, as well as an integral part of multi-channel marketing. They are like a cherry on top that shows your respect for the client and significantly improves his perception of the company’s level. You do not just direct the customer to visit the website where he is responsible to look for the information about the product, but you personally hand in a beautiful catalogue, made with love. For that particular reason, the catalogue is one of the most popular and much-in-demand types of printed products.
On the B2B market, a company acquires from the printing house not merely a catalogue, but certain solutions to its business challenges. On the one hand, the cost of these solutions is high, because not everyone can afford ordering printed products – especially the ones of high quality, made on the advanced equipment with the use of modern technologies. On the other hand, if the company is service-oriented, printed products appear to be a reliable tool in achieving its objectives. After all, the main purpose of the catalogue is to encourage a buyer to visit the shop, turn to the shop assistant, and, ultimately, buy the product.