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Shopping for that special someone? Don’t look past catalogues

Kurt Sorensen - New Business Manager, Ovato

The home is a place of comfort, and during this latest surge of COVID-19 in Australia, it is also our safe place.
As some businesses shift back to Work from Home mode, and people are being asked to stay at home if possible, new opportunities to engage with consumers in helpful ways emerge. Life, after all, continues and we’re approaching the time of year when celebratory special days and holidays season start to come thick and fast.

So, with Father’s Day coming soon and more special events to follow, how can you make sure your brand is in front of customers at home? With catalogues, of course.

Popularity contest

Real Media Collective research shows that 20.3 million Australians read letterbox or catalogue marketing every week – that equates to a whopping 80 per cent of the population.

And 74 per cent of catalogue readers say they’re a helpful shopping tool, with the average read time sitting at an impressive 6 minutes. When someone picks up a catalogue, they’re invested in what they’re reading and primed to purchase. Compare that to digital channels, which only reach a read time of 11.1 seconds for email, 15 seconds for website and a single second for banner ads

And reaching your ideal customer at home with catalogues targeted at special events throughout the year is easier than you might expect. Customer data and third-party data sets help you personalise and target your marketing material, give you a better understanding of what your customers want and what your ideal customer demographic is.

Whether it’s for Father’s Day, Christmas, Black Friday, Valentine’s Day, or Mother’s Day, it’s easy to get your products in front of the people you want to see it the most when they’re ready to buy.

Deep impact

But catalogues don’t just have reach. When they land, they have an impact. Roy Morgan research shows that 47 per cent of people who read catalogues will make a specific trip to a shop (or an online store) to buy a product after seeing it in a catalogue.

And it isn’t just traditional bricks and mortar stores that are getting on board. Online retailers such as  Amazon, The Iconic, eBay and Booktopia are investing in catalogues to spread the good word using print marketing materials.

By using catalogues, retailers are creating a strong point of difference in a saturated retail market while turbocharging their sales power.

Making your presence felt

Catalogues allow you to create marketing collateral that’s easily designed around specific themes. Simple and bold designs that draw the eyes are important for grabbing attention. Wintery tones with Santa front remind us of Christmas, blues and beaches are summer, and so on.

The contents are equally critical. Sales items that focus on the audience you’re trying to reach should have big and bold imagery, along with whatever markdowns and offers you’re running at the time.

Also, keep in mind that people share what they find in a catalogue, so your design needs to be easily shareable too. Imagery highlighting key selling points in an aspirational context assist readers and encourage them to share a photo on their phone and forward it to their friends and family.

Making the most

Catalogues deliver results for Australia’s biggest brands and even in lockdown, it’s important for your business to be reaching the right people with the right offering. Designed to fit the time of year, season or event that’s front of mind, catalogues reach customers when they’re most willing to engage, driving topical sales all year round.