Get ready. This hasn’t happened since 1993, but according to Advertising Age, it’s about to be resurrected.
“It” is the Sears holiday “Wish Book” catalog, appearing soon in a mail box outside your home. And it won’t just be Sears sending catalogs this year, of course.
How can this be, you ask? Aren’t catalogs too expensive and old-fashioned? Only if you fall victim to the misguided thinking that the new media is a death blow for tried and true marketing techniques. Unlike the day “Video Killed the Radio Star” introduced MTV and music videos, catalogs today have too much going for them to succumb to a stake through the heart from overly enthusiastic “new media” denizens.
Why? Because catalogs offer great targetability and a less intrusive approach which, along with their testability and ease of using unique URLs, make them the perfect partner to the new media.
Catalogs can make the experience of online shopping easier and more comfortable for users. Almost any on-line shopping site is easy to use IF you know exactly what you’re looking for. Catalogs are effective in driving buyers to websites already armed with the knowledge they need to quickly find – and buy – what they want.
I’ve always stressed the importance of measurability in any kind of marketing. A catalog combined with a unique URL is an incredibly easy tool to measure.
Old-fashioned? Success never goes out of style.
Johnson Direct LLC