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A comprehensive directory describing all the products a company sells.A catalog contains numerous product descriptions and illustrations. The two key issues in organizing a catalog are
A catalog may also include
You may decide to put this up on your website too or send PDFs to customers.
Information to include in each
product description and
A letter from the manufacturer,
An index,
A comprehensive directory describing all the products a company sells.A catalog contains numerous product descriptions and illustrations. The two key issues in organizing a catalog are
A catalog may also include
You may decide to put this up on your website too or send PDFs to
Order in which to
An introduction, A table of contents,
An index, A page describing
conditions and terms
A comprehensive directory describing all the products a company sells. A catalog contains numerous product descriptions and illustrations.
You may decide to put this up on your website too or send PDFs to
Order in which to organize the descriptions
A table of contents,
In each product description you should include as much of the following information as is applicable to the particular item.
The amount of information to be included depends on the space available.
Name of the product
Physical description
Features and benefits
Explanation of how it works
Weight
Dimensions, including choice of sizes available
Price, including quantity
discounts
Quantities available
Colors available Shape
Styles Applications Tips on selection Tips on usage Packaging
Shipping information
Safety precautions
QualityMaterials of construction
Efficiency
Maintenance and repair methods
Cost savings Service available Nearest
distributors
Any other relevant
information
Putting fewer items in their catalog or by printing a bigger catalog, they can devote more copy to
each product and increase sales as a result.
The product descriptions can be arranged according to one of eleven organization
principles.
The choice depends on your product line, the size of the catalog, and your audience’s buying
habits.
BY CATALOG HOT SPOTS
BY PRODUCT DEMAND
BY APPLICATIONS
BY FUNCTION
BY TYPE OF PRODUCT
BY SYSTEM HIERARCHY
BY PRICE BY SCARCITY
BY SIZEBY MODEL NUMBER
BY ALPHABETICAL
ORDER
BY CATALOG HOT SPOTS
BY PRODUCT DEMAND
Mail-order catalog marketers can measure the sales generated by every page and every item in their catalogs.
Certain pages generate more sales than others; these are the hot spots.
Hot spots are the outside front cover, the outside back cover, the 2inside the front cover, the 2back cover, the pages around the order form, and the pages around ordering instructions.
Product descriptions printed directly on the order form generate a higher rate of response than the average page.
On the basis of this information, mailmore sales by putting their best selling items on these hot pages.
You can organize your catalog by the sales each product generates.
Put your best sellers up front, and give each a full or half page.
Slower-moving merchandise appears at the back of the book and occupies a quarter page or less.
Dead items are dropped altogether.
“Back your winners, and abandon your losers.”
It puts your promotional money where they’ll do the most good.
However, in large or highly technical product catalogs, it may create some confusion.
BY CATALOG HOT SPOTS
BY PRODUCT DEMAND
order catalog marketers can measure the sales generated by every page and every item in their catalogs.
Certain pages generate more sales than others; these are the hot spots.
Hot spots are the outside front cover, the outside back cover, the 2-page spread inside the front cover, the 2-page center spread, the 2-page spread inside the back cover, the pages around the order form, and the pages around ordering
Product descriptions printed directly on the order form generate a higher rate of response than the average page.
On the basis of this information, mail-order catalog marketers can generate more sales by putting their best selling items on these hot pages.
You can organize your catalog by the sales each product generates.
Put your best sellers up front, and give each a full or half page.
moving merchandise appears at the back of the book and occupies a quarter page or less.
Dead items are dropped altogether.
“Back your winners, and abandon your losers.”
It puts your promotional money where they’ll do the most good.
However, in large or highly technical product catalogs, it may create some
order catalog marketers can measure the sales generated by every page
Certain pages generate more sales than others; these are the hot spots.
page spread page spread inside the
back cover, the pages around the order form, and the pages around ordering
Product descriptions printed directly on the order form generate a higher rate
order catalog marketers can generate
You can organize your catalog by the sales each product generates.
Put your best sellers up front, and give each a full or half page.
moving merchandise appears at the back of the book and
It puts your promotional money where they’ll do the most good.
However, in large or highly technical product catalogs, it may create some
BY APPLICATIONS
BY FUNCTION
Organizing according to application makes it easy for your customer
to find the product that fits his or her
needs.
Organizing according to application makes it easy for your customer
to find the product that fits his or her
The disadvantage of this scheme is redundancy.
Many products handle multiple applications and must be listed or cross-referenced in
more than one section.
A catalog can generally be organized by the function each
product / service performs:
This scheme won’t work in a catalog of products that all
perform the same task
E.g., a catalog of pollution control equipment, light switches, or safety valves
Many products handle multiple applications and must be listed or
referenced in more than one
section.
A catalog can generally be organized by the function each
product / service performs:
This scheme won’t work in a catalog of products that all
E.g., a catalog of pollution control equipment, light
BY TYPE OF PRODUCT
BY SYSTEM HIERARCHY
This technique organizes products by
the level at which each component fits into the
overall system.
BY TYPE OF PRODUCT
BY SYSTEM HIERARCHY
This technique organizes products by
the level at which each component fits into the
overall system.
This unit-subunitsub-unit approach is
ideal for manufacturers who sell both complete
systems and their component parts.
subunit-sub unit approach is
ideal for manufacturers who sell both complete
systems and their component parts.
BY PRICE
BY SCARCITY
If you sell similar
products that vary mainly in
quality and price, you can organize your
catalog by price
categories.
If your customers are
concerned with savings, start with the
cheapest items and work up.
If you’re selling to an
upscale group willing to pay extra for top quality, start
with the deluxe models and work your
way down.
This technique is excellent for
organizing a catalog of
premiums and incentives.
After all, a company
searching for gifts and
giveaways has a price range in mind, not necessarily a specific item.
If your catalog features hard-to-get items, consider putting them up front, even on the cover.
This makes your catalog more valuable by offering buyers products they need but can’t get elsewhere.
Customers who know that you offer a stock of rare merchandise and pull out your catalog to order it will be more inclined to do their other buying from you, too.
BY SIZE
BY MODEL NUMBER
If you make one product and the basic selection criterion is size, it’s
only natural to organize your catalog according to dimensions,
weight, horse-power, Thermal units (TUs), diameter, or some other unit
of measure.
This is handy for catalogs selling such things as boilers, motors,
hoses, shipping drums, envelopes, light bulbs, and air conditioners.
a If you’ve worked out a sensible numbering system for your product line, organize your catalog by model number.
b If there’s a simple meaning to your product coding, explain it at the start of the catalog.
c Don’t rely solely on the numbers to describe your products; include headings and descriptive text as well.
BY ALPHABETICAL ORDER
If no other organizational scheme works for you, can always organize alphabetically.
BY ALPHABETICAL ORDER
If no other organizational scheme works for you, can always organize alphabetically.
If no other organizational scheme works for you, can always organize alphabetically.
The tool combination varies, depending upon the target market, mess
exercise.
Contact : [email protected] | Web: www.prognosys.in
CONTEXT
CREATIVES
COLLATERALS
CONNECT
CORPORATE TRAINING
CAMPAIGN
CONVERSATIONS
The tool combination varies, depending upon the target market, message, and purpose of the
| Web: www.prognosys.in
•Effective Messages that a company conveys
•Graphic designs, Brands Management, Identity
•Printing and Production of Marketing Support material
•Internet, Web and Social Media, Digital, Telecom
•Programs, Seminars, E-learning, Workshops, ResearchCORPORATE TRAINING
•PR, Advertising, Direct Marketing, Market Research, Internet
•Engagement, Experiential Marketing, BTL, Promotions
age, and purpose of the
Printing and Production of Marketing Support material
Internet, Web and Social Media, Digital, Telecom
learning, Workshops, Research
PR, Advertising, Direct Marketing, Market Research, Internet
Engagement, Experiential Marketing, BTL, Promotions
