The Advertising Specialty Institute (ASI) cited the resurgence of print catalogs. In its recent report, big retail companies, such as Amazon and J.Crew, are reinventing this form of print media to drive customer engagement and sales conversion.
In addition, a recent study published in Harvard Business Review (HBR) demonstrates the print catalogs’ positive impact on product purchases and customer loyalty. It revealed a nearly 25% increase in sales from customers who received catalogs—a boost of 870% return on investment (ROI)!
As such, it’s a good idea to create user-friendly print (and digital) catalogs for your sales and marketing. You can use these product brochures for your upcoming event, trade show, and/or pop-up store. But how do you go about doing so? Here’s how:
1. Know Who You’re Talking To
The initial step is to study the event and your market. This is to understand the type of event and your potential audience. That way, you can design a product catalog that will resonate with your target event participants. Here’s how:
- Target market: Who are you making your catalog for? Think about the types of customers you want to reach with your catalog.
- Retail shoppers – Everyday customers browsing for products like clothes, food, or accessories.
- Wholesalers – Small business owners or resellers looking to buy your products in bulk.
- B2B clients – Other companies interested in your products or services for business use.
- Event type: Where will you use your catalog? Consider the kind of event where you’ll be handing out your catalog.
- Company events – Internal or public events to showcase your latest products or services.
- Trade shows – Industry events where you meet potential buyers, partners, or clients.
- Pop-Up stores – Temporary retail spots designed to create buzz and drive quick sales.
2. Pick the Right Catalog Format
The next step is to focus on the design of your product catalog. Understand that catalogs vary from one format to another. But of course, pick the appropriate size and style for the event and best suited for your audience.
Below are different formats of product catalogs you can choose from:
- One-page flyer: Use a one-pager if you just need to highlight a few key products or offers, such as how Ontario residents can consult online doctors for common health issues.
- Printed booklet: Go with a printed booklet if you have a full product line to show off.
- Folded brochure: A folded brochure is a great middle ground. It is easy to carry but still has room for more details.
- Digital PDF catalog: Send a PDF if you want something easy to share by email or online.
- Interactive catalog: Try an interactive catalog if you want to wow people with clickable links, videos, or animations featuring voice AI that narrates product features and enhances user engagement.
No matter which format you choose, the goal is to make it easy for your audience to explore your products. Pick the one that fits your content, your event, and how your customers prefer to browse.
3. Choose and Organize Your Products
This step is the most crucial: Selecting and organizing product content. How do you go about doing so? Here are some best practices to keep in mind:
- Group by category: Arrange products into clear sections (e.g., tops, bottoms, accessories) so shoppers can easily find what they’re looking for. This helps people quickly scan the catalog without feeling overwhelmed.
- Use bestsellers or new arrivals first: Highlight popular or new products early to grab attention. Shoppers are more likely to engage with items they recognize or haven’t seen before.
- Keep a logical flow: Follow a natural browsing order, like from basic to premium, light to dark colors, or small to large sizes. A smooth flow makes the catalog feel more organized and pleasant to flip through.
- Include product info consistently: To keep things tidy, use a uniform format for product names, descriptions, prices, and SKUs. If applicable, create an information-intensive catalog.
- Use high-quality photos: Place clean, well-lit images that match the layout and give a clear view of each product. Have a sneak peek at the Ninja Blank’s presentation of t-shirts as a perfect example:
On Ninja Blank’s product page, blank T-shirts are sorted into categories: best-selling, cotton, soft tri-blend, ladies, and long-sleeve shirts. Products are also organized in digital catalogs and print brochures for various business events.
4. Keep the Design Impactful and Consistent
The catalog design is the trickiest—creativity is key. You’ve got to design your product catalog for visual impact and consistency. This will not only appeal to your target audience but also help uplift your brand.
Below are some design best practices to keep in mind:
- Consistent branding: Stick to your brand colors, fonts, and logo so everything looks like it’s coming from the same place.
- Clean layout: Use plenty of white space and a tidy grid so the catalog feels easy to read, not cluttered.
- High-quality images: Use clear, sharp photos that show off your products in the best light. For a visually appealing design, consider the t-shirt catalog design.
- Readable fonts: Consider typography for print success. Choose fonts that are easy to read—no need to get too fancy!
- Color scheme: Use accent colors wisely to draw attention without overpowering the page.
- Clear hierarchy: Use font size, bold text, or spacing to guide the reader’s eye to what matters most.
- Matching style: Keep photo styles, icons, and backgrounds consistent throughout for a polished look.
5. Print and Share Smartly
At this point, you’ve finalized the product catalog design. However, the work doesn’t stop here—you must print and distribute these materials strategically. To ensure a smooth and effective rollout, a well-defined action plan is crucial. This plan should outline every step, from printing schedules and distribution logistics to pre-event promotional activities. Consider these best practices for creating a comprehensive action plan that maximizes the impact of your product catalogs, ensuring they reach your target audience effectively.
But how do you print and share your product catalogs wisely? Here are some best practices:
- Design printing:
- Use high-resolution images so your products look sharp in print.
- Stick to standard paper sizes to make printing easier and cheaper.
- Keep safe margins so nothing important gets cut off.
- Choose a paper material that matches your brand’s look and feel.
- Print a sample first to catch any mistakes before doing a full run.
- Catalog distribution:
- Hand out catalogs at trade shows, pop-ups, or events to boost visibility.
- Include a copy in every customer package to promote more products.
- Leave a few at local cafés or partner stores for added exposure.
- Mail printed versions to your VIP customers as a personal touch.
- Send a digital version by email so people can browse it anytime.
6. Track Results and Tweak for Next Time
The event is happening, and you’re handing out some product catalogs. While at it, it’s crucial to monitor and see your catalog performance. This way, you can see if it works and what needs to be improved.
That said, follow the key steps below:
- Set key metrics. Before you even start, decide what success looks like—whether it’s sales, website visits, or leads. Clear goals will help you focus on what matters and track how well your catalog is doing.
- Measure catalog performance. Track how people engage with your catalog, whether it’s by checking how many were handed out or which pages got the most attention. Use these insights to figure out what worked and what didn’t.
- Optimize catalog design. Look at feedback and performance data to see if there are any areas that could be improved. Maybe some sections need to be clearer, or the layout could be more user-friendly next time.
7. Speed Things Up with Automation
Finally, it’s best to automate your catalog with pagination software. If all the steps above are quite difficult to follow, what better way to do than harness the power of today’s technology? Digital tools can help you with the following:
- Catalog planning: Use automation tools to create a content calendar and set reminders for key tasks. This will help you stay on track and save time when organizing your product lineup and event dates.
- Catalog design: Leverage design software with templates and AI features to speed up the layout process. Automation tools can apply consistent styling and make bulk edits across the catalog in no time.
- Catalog printing: Automate your printing process by connecting your design software to your printer or a third-party service. This ensures consistent quality and allows you to order large quantities quickly without extra effort.
- Catalog distribution: Use email automation and CRM tools to send digital catalogs to your mailing list. For printed catalogs, set up bulk shipping services to efficiently send them to customers or partners.
Take the use of Pagination, for instance. They have a list of catalog and price templates to choose from—you can download this for free and design your own project. That way, you can pull off a visually appealing and highly impactful catalog for your upcoming event, trade show, or pop-up store.
Wrapping Up
Product catalogs remain “king” in print marketing and sales endeavors. Not only do they let you promote goods or items, but they also let you skyrocket your sales. Ultimately, these print materials contribute to your business growth and overall success!
Follow the key steps above to create product catalogs for your upcoming event, trade show, or pop-up store. Study your target market and event type, design your catalog format and content creatively, and print and distribute your materials strategically.
If you’re looking to optimize your product catalogs for visual appeal and high impact, consider automating them with Pagination.
To get started, watch a demo today to see how it works!
