Selling your product in a catalog is not as dynamic as a TV commercial, nor as impressive as landing on the shelves of a nationally known store. But there are several advantages to a small company with no name recognition and limited resources.
1. You make your product known. Until potential customers become aware of your product they’re not going to buy it. Catalogs serve an important role in getting the word out.
2. You can compete more easily. Catalogs offer a level playing field for the big corporation and smallest startup. With few exceptions, products are judged and sell on their merits, not on the reputation of the manufacturer.
3. You don’t need a “line” of products. Catalog buying committees evaluate one product at a time. So the one-product company is not at a disadvantage as it is when trying to get shelf space in a large store.
4. You can save money on packaging. Unlike point-of-purchase sales where the package helps sell the product on the store shelf, the package has no bearing on the sales of an item in a catalog. So you don’t need an expensive 4-color box. In fact, the simpler the packaging, the better. A sealed plastic bag is often sufficient.
5. You keep your risk low. Most catalogs still charge nothing to advertise your product. Any fees are nominal and almost always negotiable.
6. You grow at a manageable pace. Catalogs place relatively small orders when your product is first tested, so you’re not immediately overwhelmed with orders you can’t fill. Since orders increase gradually over weeks and months, you can prepare for the growing demand.
7. You can test different markets. When you place your product in specific niche catalogs, you can test different segments of the marketplace to determine who your best customers are. This information can be useful in fine-tuning your overall marketing strategy.
8. You gain credibility. Having your product appear in a well recognized catalog can help you get sales in other areas such as TV home shopping.
9. You get national exposure. Catalogs offer startups and small companies exposure to millions of potential customers around the country.
10. You can make a lot of money. Catalogs sales are over $100 billion annually. Just a tiny piece of this market can still amount to big revenues. With more cash in the coffer, other marketing programs become easier to execute.
For all of these reasons, catalogs are a logical first step on the road to a broader marketing campaign. The benefits are especially important to the struggling startup that needs to watch every dollar spent. Few other marketing options are as easily available and affordable.
Once a product has sold well in a number of catalogs, you’ll start getting some cash flow and can increase production. You can then hire reps, exhibit at trade shows, and strive to get your product into stores. From humble beginnings catalogs can propel your company toward success.
Jim Tilberry is the owner of Tilberry Direct Marketing, a rep firm that helps inventors and small companies place their products into consumer catalogs.
Tilberry Direct Marketing 1584 Buttitta Drive, Suite 310
Streamwood, IL 60107 Phone: 630-837-1915 Fax: 630-8379715 E-mail: jtilberry@aol.com
Web site: www.catalogrep.com
To learn more about this author, visit Jim Tilberry's Website.
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