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How to Avoid Disasters in Your Catalog Printing

Here are some simple yet effective ways on how you can avoid a disaster from happening in your own custom catalog printing.

Author: Brad Kartel
Date: Jun 19, 2011 - 1:35:06 AM

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Catalogs are very effective sales and marketing tools. Produced properly and used efficiently these powerhouse printed materials can really bring in a sold-out status to companies. However, if it is your first time to undergo catalog printing, you will realize that it is not as easy as lumping a rundown of your products in the catalog.

Sometimes, you go to a printer with photos and texts for your products. You pay them for the printing of the actual product but without much planning on the presentation, your catalog can bomb and that could be a sales disaster. Endeavoring into making these printed materials without a plan is like shooting balls into a bucket with your eyes close. So the next time that you endeavor to have catalogs printed, do yourself a favor. Follows these simple principles listed below so that your catalog printing will become a success and not turn out into a disaster.

1. Spend some time planning your catalogs. A catalog should not just be a like a photo album with pictures of your products with their corresponding descriptions and prices. What do you want to tell your readers? For example, it is autumn and you have new products for fall. You might want to play with your message about autumn and use autumn colors for the design. Think of what you want your company to portray regarding the new products that you have. Then present your ideas to your printer.

Be specific about your plans. Do not just shove information to them let them do what they want. You have to get into the details, such as the size of the prices, which products to highlight, the placement of your contact information, etc. After you have planned your content, choose the appropriate materials for them. Your printer should be able to guide you regarding the many different materials at your disposal.

2. Think of Effective Concepts. Sometimes the concept of your catalog can be askew. For example, you might have sent out the wrong message to your target market. Or it is just that the concept is not that appealing. One thing that you have to make sure is that the design elements of your catalog coincide with the overall concept of your catalog. Take again for example your Fall Collection. You are selling new items for autumn and it would be best to present it that way. Choose the colors that are appropriate and send out the message that you want to say. It is ridiculous to have a winter concept for a fall collection. The products and the presentation should jive. Additionally, the concept should be reflective of your values as a business. Use words that appeal to your audience but do not compromise the integrity of your business.

3. Don’t settle for haphazard printing. Find a good printer that can give you insights on the materials and give good quality prints that meet up your purpose. Most catalogs are sent out on the mail. Is your catalog sturdy enough to withstand shipping and handling? It will not be a good thing if a tattered catalog reaches your reader. Chances are; it is will just be thrown away—unread! And you don’t want that. Just as you have invested in your catalog, make sure that it is of good quality.

Catalogs can be a tricky business because they should be a complete package from concept to delivery. So the next time you seek out catalog printing, make sure that you will produce worthy prints that will move people to make a good decision about your products and your company. In the end, you will be satisfied in doing a good job because your endeavor was a success and did not turn out to be a disaster. 

Brad Kartel is a marketing executive whose passion is helping business owners build their campaign through catalog printing.  Learn how to create catalogs.

View all articles by Brad Kartel

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