| Catalogs are great marketing tools, especially for | | | | effectively can be produced for about $2 per |
| retail shops. If you run a retail business of any | | | | catalog. And you don't even have to mail it. Give |
| kind you should consider marketing your products | | | | one to your best customers the next time they |
| with a print and an online catalog.The U.S. Postal | | | | visit your store and tell them to visit your web |
| Service conducted a study and found that one of | | | | site. You'll be surprised at how quickly they |
| the biggest factors to generating online customer | | | | convert to online shoppers, saving themselves |
| orders is a print catalog. According to the study, | | | | time and, in many cases, spending more money.A |
| consumers who receive a print catalog in the mail | | | | magalog is similar to a catalog and can be even |
| enter into 15% more online transactions than | | | | more effective, even making you money on its |
| consumers who don't and also spend 16% more | | | | production. Some retail businesses can benefit |
| money.The Direct Marketing Association says the | | | | tremendously from this high-powered and |
| typical catalog shopper is a married woman in her | | | | effective marketing tool.It is much like a catalog |
| early 50's living in the suburbs, employed earning | | | | except that it also includes some editorial copy, |
| about $53,000 and her husband is also | | | | like a magazine, and some advertising from |
| employed.Fifty-seven percent of catalog shoppers | | | | noncompeting companies.For instance, let's say |
| purchase apparel, 51% purchase gifts, 48% | | | | you own a bookstore. Each month you could |
| purchase books, music and videos, 31% purchase | | | | produce a magalog that you send to your best |
| home furnishings, and 27% purchase home | | | | customers. You could include book reviews, |
| electronics. Other high percentage categories of | | | | columns of prominent book publishers who discuss |
| catalog purchasers include sporting goods, travel | | | | upcoming titles and a list of best sellers. You want |
| services, sports and entertainment tickets, | | | | to include copy that your customers will find |
| flowers, gardening supplies, pet supplies and | | | | valuable. But you can also sell advertising to |
| food.A simple conclusion can be deducted from | | | | businesses that compliment yours. For instance, |
| these figures: If you own a retail store of any | | | | you could partner with the video store down the |
| kind, you could increase your sales by targeting | | | | street and sell them an ad to promote their |
| your customers with a print catalog. But not just | | | | business while helping defray some of the costs |
| any customer.The best customer to target with a | | | | of publishing your magalog. If you sell enough |
| print catalog is your existing customer - the | | | | advertising to noncompeting, complimentary |
| customer who shops at your store on a regular | | | | businesses then you could have your entire |
| basis. If you don't have a web site, you are | | | | magalog paid for before you print it; then you |
| behind in satisfying the needs of these customers | | | | only reap the results of your sales.If you own a |
| already. Add a web site and send a print catalog | | | | retail store, you should seriously consider using a |
| to drive your existing customers online, making it | | | | catalog or magalog to market your products.Allen |
| more convenient for them to buy your products | | | | Taylor is an award-winning journalist, freelance |
| (which they are already spending money on), then | | | | writer and copywriter. He specializes in world-class |
| you focus the rest of your marketing efforts on | | | | marketing for small businesses. For more |
| gaining new customers. This strategy can increase | | | | information about how to make your business |
| your profits while cutting your costs so you win | | | | shine visit Be sure to check out Allen's |
| on both ends of the profit-cost equation.And you | | | | ghostwriting services and sign up for the free |
| don't have to spend a lot of money on a catalog. | | | | e-mail newsletter. |
| A small catalog that is attractive and used | | | | |