Catalogues – the most effective advertising in the face of digital
In the face of digital and social media advertising, billboards, TV, cinema and radio advertising, printed catalogues continue to be an essential part of marketing plans. According to Retail World, catalogues were ranked “as the most effective advertising channel in influencing their purchasing decisions” by 62% of respondents. This is exactly why Absolute Colour, who offer a huge range of catalogue printing in Sydney are being turned to by retailers and businesses small and large.
Print catalogues have evolved in colour, style, size, paper stock, digitisation and message since they first emerged in Venice in 1498. One thing that hasn’t changed is their efficacy. There are no limits to the choices available in catalogue printing except knowing what consumers prefer. Australians prefer gloss finishes, colours, a plethora of professional images, medium sized catalogues and – what is on the cover matters.
We love sales, seasonal products and informative content. Think ‘winter stock clear outs’, ‘seasonal and celebrity or chef recipes’, ‘beauty guides’, ‘home decor look-books’, ‘Christmas toys’.
In our modern age, you’d think that reading online would be preferred but it is far from accurate. TSA, a non-profit industry leader in paper in print did the research and the results may surprise.
74% of Australians prefer print catalogues, brochures, flyers, pamphlets, magazines and books.
Aussies love printed catalogues! Why do we make the migration everyday to our letterboxes? What is driving us toward print over digital?
• Catalogues are convenient, waiting in the letterbox for when we are ready to collect them. Many people rely on their weekly/monthly/seasonal catalogues to plan shopping.
• They are non-intrusive. They don’t interrupt the middle of our favourite TV shows, nor do they have a tiny check box to find in order to close them when they pop up on our computer screens.
• Things are easier to navigate in print. Ever opened a catalogue on a device and struggle to properly see it, look closer at certain products, find the opening hours, dates of the sale and so on? You’re not alone.
• Customisation and personalisation are key. Consumers have come to expect a level of relevance to them. This has become a standard with online databases filled with customer preferences, prior purchases and interests.
• Relationship building. Printed catalogues become part of the home, a part of the conversation and build trust with the brand.
We know that research says Australians prefer print and it makes sense why they do, but what is it costing retailers? Are they profiting from catalogue distribution? In a nutshell, a very confident yes.
In a campaign run by Value of Paper and Print to see just how effective catalogue advertising was, they saw a minimum 290% increase in sales from catalogue distribution.
From humble beginnings promoting general store items and plant seeds to what we see today, catalogues continue to experience yearly growth and receive huge support across Australia.
With that comes greater competition in quality and design. Ensuring you are with the best team in custom catalogue printing in Sydney and across the country is essential.
The Absolute Colour team offer outstanding service, professional graphic design, binding and printing for short and long runs. Order online at our website www.absolutecolour.com.au or come into our Sydney store.
References
Retail World 2015, www.therealmediacollective.com.au/wp-content/uploads/2015/03/The-evolution-of-retail-catalogues.pdf.
TSA Limited 2017, annual report, www.catalogue.asn.au/wp-content/uploads/2018/08/TSA0086_AnnualUpdate2017_vF_LowResGuide.pdf.
Value of Paper and Print 2017, ‘Return on Investment Study’, www.valueofpaperandprint.com.au/wp-content/uploads/2017/11/vopp_roi_study.pdf.
