It is mid-year and you are reviewing your current marketing plan only to realize it is time to create, refresh or update your product catalog. If you have taken part in the planning, execution and distribution of a catalog, then you know it can be quite the task master.
There are many reasons your catalog is beneficial to your business. It may be the most important piece of your marketing campaign, since it displays products to customers and prospects. It may be the first impression of your products, which means the brand experience will be part of their journey when reviewing your catalog.
Catalogs require a lot of conversation and discussion between you and your print vendor as you establish a budget, a schedule and the type of catalog you want to present to your target audience.
One way to save money when planning any project, specifically a catalog, is by accurately estimating which tasks you can accomplish and which tasks your printer can manage. Below is a list of specific items that you should review and discuss with your printer when developing your catalog design. These will help you finalize a budget and timeline for delivery.
Budget and Scheduling:
These two items alone could be the determining factor in the selection of catalog options (inks, paper, bindery, shipping, etc.). Pre-planning with your printer allows both of you the opportunity to discuss what can be achieved and how to ensure the project is printed on time and within budget.
Paper Stock, Weight, Finish, and Coating:
If you have a design team who choses these items during the layout stage, make sure to share the catalog specs with your print vendor. Your printer can help you and your team understand how paper choices drive costs and timing, as well as, best display your products. Since a catalog is a working tool, you should consider adding a coating to the catalog cover. A coating will enhance and protect the cover from fingerprints and scuff marks, generally making it more durable when handled.
Size, Bindery, and Distribution:
The number of product items, in addition to images, an introduction page, table of contents, index, etc., can dictate the total number of catalog pages. Once a page count is determined, you will need to consider how to distribute or mail your catalog. Keep in mind, the size and page count can affect mailing costs and postage.
Print Method and Quantity:
Since innovation has lowered the cost of digital printing, you no longer need to print large quantities to obtain the best price. Digital printing makes it easy to print what you need when you need it, eliminating out-of-date catalogs. Update content, correct mistakes, or remove pages to ensure any catalog that reaches your customer is current.
Early engagement with your printer will help you deliver an effective catalog experience to your customers and help you maximize your ROI. Call or email me to discuss your next catalog journey.
Cindy is the Business Development Manager for ASB Graphics. You can contact her at cchristian@asbgraphics or (336) 906-5562
About ASB Graphics
At ASB Graphics we provide world-class production capabilities and unparalleled communication to our customers. We are dedicated to helping you meet your objectives. If you found yourself answering “no” to any of the questions above, please call or email me to learn how ASB Graphics can help you achieve your print goals.