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Catalogs influence purchasing decisions.

Did you know that catalogs actually have a stronger impact on purchase decisions than websites or TV ads?

Direct mailers are active and tactile—staying in the home longer and enticing the recipient to do something. In a case study, a luxury watches and jewelry e-commerce retailer launched a bimonthly catalog campaign with high-quality printing and artistic product photography. By combining lists with emails, the company saw a 15% increase in sales and a 27% increase in inquiries compared to an email-only campaign. It’s powerful evidence like this that retailers can use catalogs to engage customers and motivate them to begin the buyer’s journey.

People engage with lists on a deep level.

The shopping experience has become a big deal. Even digitally native companies have adopted print to better connect and engage their customers and prospects.

It’s about moving people beyond a transaction to an emotional connection. Through stories and pictures, catalogs take people on a journey or an adventure. As the jewelry retailer case study demonstrated, there is evidence that catalogs increase sales and engagement through improved product clarity and ease of product visualization.

Catalogs are the launching pad for omnichannel buying journeys.

Lists introduce new ideas. They create awareness and encourage consumers to buy through other channels. Research shows that catalogs are most successful when incorporated into a multi-channel marketing campaign to drive customers to e-commerce sites to drive purchases.

Neuroscience research supports the value of physical catalogs as a complement to digital communications.

By studying the brains of consumers, science digs deep into marketing to analyze what works and what doesn’t. The results reveal, “Physical ads have a long-term effect on ease of recall when making a purchase decision [vs. digital]. More importantly, physical ads stimulate activity in the area of the brain (ventral striatum) that is responsible for evaluating value and preference for specific products, indicating a greater intention to purchase.”

In short, science now proves that direct mail like lists provide:

It is good to remember for a long time.

Strong brand associations.

Deep emotional connections.

Catalogs bridge the gap between the physical and digital worlds.

When paper and pixels combine, amazing things can happen. Catalogs provide the perfect physical platform for integrating dynamic digital technologies such as Augmented Reality (AR), Dynamic QR Code, Near Field Communication (NFC) and more. These technologies can help you deliver interactive experiences that inspire customers to brand experiences they remember and your digital properties like websites, mobile apps, and social media.

Lists evoke strong, positive emotions and associations.

From the feel of the paper at your fingertips to the visual appeal of the images, catalogs provide readers with an authentic and multidimensional experience that stimulates multiple senses at once. These physical experiences help create memories and connections. They inspire readers with possibilities, helping them escape from daily pressures. Studies show that lists also help reduce anxiety about receiving bills.

Listings can use customer data to personalize experiences.

Thanks to large industry databases containing demographic information on millions of households, targeting with listings is now much easier. Thanks to online shopping, many retailers have amassed their own databases that they use to segment their customers by category and buyer behavior. Identifying niches and verticals helps you target only high-quality leads – so you get the right listings to the right people. For example, you can showcase a unique set of products to a target audience such as golfers or chefs who are more likely to buy, ultimately helping to increase ROI. Segmentation helps cover production costs as they go to customers who have shown interest in a particular product category.

Lists enable attribution and measurable results.

With budgetary pressures on marketers to demonstrate ROI, attribution is more important than ever. With the knowledge of which leads came from where, you can better assess whether your lists are meeting your goals. Depending on performance, you can adjust your inventory, copy, displays, offers and digital drivers as needed. With their definitive mailing dates and customer and source codes, listings are easy to track. Phone, mail and online orders and special promotions can all be tracked with codes, so you can reference sales on a specific schedule. Driving customers from your list to a digital app also provides instant follow-up capabilities.

Catalogs offer simplicity, convenience and flexibility.

Easy to consume, catalogs offer consumers the opportunity to slow down and enjoy the experience—through images and stories—transported throughout a cup of coffee. This gives them time to discover new items and make better choices. Catalogs can be accessed anywhere, allowing the reader to browse at their own pace and on their own schedule with fewer distractions. And by displaying a centralized product selection, catalogs save people the time they waste searching the website.

All generations say they like physical mail, especially millennials.

In a survey conducted by Launch Web Dreams, households reported a stronger attachment to mail, with millennials spending more time sorting, opening and reading their mail.

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