An online presence is pretty much essential for most businesses today, but let’s not forget the importance of catalog printing, too. Believe it or not, a catalog can help you increase sales- especially if you tell a story.
Catalogs are no longer the only means of reaching a wide audience for your product. However, they’re still a viable marketing tool, and are used by some of the biggest retail outfits in the country.
Catalog Printing as Story Telling
The best catalogs tell a story, and that story is one your customer would love to be a part of. When creating a catalog, the sense you want to give is that if the customer buys your products, their life will be better in some way, since it will be more like the story you’re telling with your products.
In order for your catalog to showcase products that customers are clamoring for you need to discover what your potential customers really like and dislike. Then use that information to create an experience that can only be replicated if they have your product.
Your photographs, should give clues and tell the story of a world that they would do anything to be a part of. Your copywriting should give a glimpse of what it would be like to be in the center of the grand experience.
As you can see, this is a far cry from the catalogs of yesteryear. They often featured isolated product images in what was essentially a directory of products. Now, marketers want to tell a story… your brand story.
2 Examples of Great Catalog Story Telling
Take Ikea’s iconic catalog, for example. The pages are filled with incredibly creative and beautifully designed interiors, shot by the most skilled photographers in the business.
Customers want to live in those Ikea rooms, which are staged to feature their products, of course. The underlying message here is that “if you buy these Ikea items, your home could look like this, too”.
Another example of story telling in catalog printing is the catalog put out by women’s apparel and home decor retailer Anthropologie . Here, the story being told is one of a young women who travels the world looking fabulous, collecting exotic items for her wonderful palace back home.
Anthropologie’s clothing is eclectic and unusual, just like their target customer. She also appreciates the exotic appeal of traveling to foreign countries where she finds unusual items for her home. The catalog pages are filled with shots of models in far-away places like Morocco.
3 Questions to ask yourself before you begin your Catalog Printing
Since stories are what makes life interesting and sell your products, it is key to ask yourself these questions before beginning your unique story for your catalog.
- What is your corporate mission statement.
- Who are the main characters in your story?
- What is your brand’s history.
Those three little questions should give you a good start on determining your story.
Now that you’ve got a hint of the idea of story telling for your catalog printing job, what story are you going to tell with your brand?