You may be wondering if the Internet has eliminated the traditional catalog. The answer depends on what you are selling, to whom, and when. For example, commodity items (those that everyone is selling) are pretty much a web product these days; while specialty items (not available elsewhere) are still mainly a catalog item. This holds especially true during the Christmas season. Targeted business catalogs (other than computers) wtill produce impressive results. The real question is: "How do we mate the tradition with the internet for maximum profit? Here are some ideas.

FIRST A FEW FACTS
The Post Office says more than one out of every fifty pieces of mail is a catalog, and this hasn't materially changed in ten years. This means that well over one billion catalogs are delivered every year! Those catalogs sell almost one hundred million dollars worth of merchandise annually. Although more and more people are shopping from the Internet, the number of people requesting hard-copy catalogs from both traditional and web merchants is increasing, especially where the item is unique, and this trend is where the REAL money is made!

We all know Internet sales are skyrocketing, but we also know there are still millions of people who are not web-savvy and will not part with money using this new forum. We also know there are additional millions of people who want to spend time comparing, looking, thinking, and THEN buying.

Catalog merchants have statistics on both men and women catalog shoppers showing that buyer-targeted catalogs stay around for several weeks, the pages get dog-eared, sticky-notes with comments protrude, and items will be circled and starred. This means your catalog stands a good chance of bringing in real bucks ... even in the face of Internet sales! Your task is defining how to get your catalog to the shopper, and how to have it actually used. Here are a few guidelines for you to follow in developing your own catalog.

Here's some guidelines for you to follow in developing your own catalog.

1. Target Your Customer
   It's not worth sending a catalog if you don't have a target recipient. You also need some assurance the target will actually receive the catalog. Many firms routinely throw out improperly addressed second and third class mail as "junk mail," and your expensive catalog ends up in the dumpster. Also, a good number of non-business catalog shoppers discard improperly addressed mail without reading. Their philosophy is, "If you don't know who I am, how can you produce a catalog I'd be interested in reading?" A tip on mailing to business persons, ask if they would rather you direct your catalog to their home address where they will have more time to look it over. And for goodness sake, use a current mailing list!

2. Make it Complete
   People like to shop from catalogs because the information is all in one place. Be sure you include complete specifications, prices, discounts, sizes, photographs, and anything else you can think of that will make the task of purchasing easier for your customer. As far as what to include in your catalog, my answer is, "Everything." You can weed-out non performers in catalog number two, but leaving something out of catalog number one could mean a missed sales opportunity.

3. Make it Attractive
   Have a marketing professional help you design your catalog, but make sure you review every single line of copy and approve each and every statement. Color is best, but good use of boxes, shading, photos, graphics, and text style can make a black and white catalog attractive. Include non-selling copy to break the monotony. If at all possible, use color on your cover, it sells.

4. Size and Cost
   Size is relatively immaterial. Cost is the factor. If you have too many products to list in one catalog, consider a product category catalog emphasizing items targeted to one consumer group's needs. Parts of this catalog could be used in other target catalogs, so the expense is shared.

5. Use an 800 Number
   Make it easy for your customer to purchase your products by using an answering service to provide 24 hour service. You also might consider using a fulfillment house to take and process orders and maybe to even ship your products.

6. Use the Internet
   Advertise your 'complete' catalog on the internet announcing that your catalog contains 'hundreds of specialty items that don't exist anywhere else' (or something similar).

A combination of Internet and traditional direct marketing can bring in the sales you need in this transition decade. Don't miss out on the opportunity!