Catalog production: Cost-cutting ideas

• Ask service providers for a specific catalog project budget rather than a per hour rate.
• Lock in costs for each part of your catalog with service providers.
• Before proceeding with a layout, provide the art directors with rough copy for each product being used.
• Start early. Don't try to compress your catalog project into a few short weeks. The rush makes for mistakes and often increases costs as service providers go on overtime.
• Ask your agency to get bids from at least printers that specialize in catalog printing.
• Many products can be offered in a 2-color format rather than 4-color. This reduces costs.
• Create your e-commerce web site at the same time you create your catalog. This will save big bucks later.
• Similar products may not need separate photographs. This reduces costs and adds more room for additional copy.
• Plan your catalog in great detail in-house. Ask the agency to create a rough layout and rough copy. Though the catalog may change dramatically as the process goes on, this early work will save money down the road.
• Large agencies tend to be extremely expensive. Unfortunately, large agencies may also lack much expertise in catalog production. High-level design studios are also a poor alternative. These firms may lack experience in catalog marketing techniques — they tend to create a beautiful piece that is not designed to generate maximum sales. These firms also tend to be expensive because they employ few low-level production artists.
• Create a flexible catalog. Some insert pages might be included for a specific niche market — and removed when not needed. Some companies create a generic catalog with specific sections added for different markets. This dramatically reduces costs.
• If you support a catalog with mail-order print ads, these ads should be created during the catalog production. This will save major dollars later.
• Spend the money for a powerful sales vehicle may cost more than a cheap imitation, but it will produce major profits in the years ahead.
• Never confuse a beautiful catalog with a catalog that will achieve successful sales.

Tips for creating a successful catalog

• Needs a professional design that reflects the image of a quality company.
• Cover headline/subhead should provide new prospects with a clear understanding of the contents of the catalog.
• Cover may be used to direct the reader to a special section e.g. products that are reduced in price, high-profit items or products slow to sell or seasonal.

• A letter from management could be used to inform the reader about the company and the product line.
• Excellent position for an important product offering.
• Guarantee or customer testimonials can also be used here.

• Has the potential to be the No. 1 selling area in the book.
• This position is also a good place to highlight special offers inside.
• This is a good place for a table of contents, testimonials or information on the company.

• This is key selling space. Many readers will start a catalog from the back.
• Products by category and page may be listed here.

• All pages should repeat toll-free telephone number, fax number, E-mail address and Web site.
• All information should be applicable to suspects, prospects and former buyers.

Ways to promote your catalog

• Offer the catalog (or a portion of it) through your own Web site.
• Send the catalog with orders to current and new clients.
• Send direct mail piece to prospects and clients, making a specific offer.
• Mail the catalog to all appropriate clients — past or present.
• Prospects can request the catalog by mail, toll-free number, e-mail or through your web site. You can also send a partial catalog to these prospects.
• If possible use television or radio spots to promote your product or service. Feature your new catalog.
• Use small space ads in appropriate trade magazines to announce production of your catalog. Some companies have had success running ads in trade magazine classified advertising sections.
• Send a catalog E-mail announcement to appropriate prospects or clients.
• Send a Broadcast Fax catalog announcement to appropriate prospects or clients.
• Contract with other Web site promoters to offer your catalog on their site.
• Telemarketing to prospects or clients. Offer a special product or service, plus offer a free catalog to all who request it.
• If you have a retail location, offer free catalogs to customers or shoppers.
• If you have no retail outlets, contract with a non-competing national retailer to provide your catalog to shoppers.
• If your catalog has particular appeal in some geographic areas, catalog may be delivered (like telephone books) to targeted homes or businesses.