Catalogs are an important sales tool for selling wholesale, but they are time intensive and costly to produce. A catalog’s purpose is to sell your products, tell your story and help build a relationship with a retailer. But ultimately, the goal is to sell and it is important to build your catalog with the retailer in mind!
Here are five quick tips to help you build an effective catalog:
1. Make it easy for the buyers to reach you. Include your contact information on each and every page of your catalog. A great place to do this is along the footer by the page numbers. Be sure to include your phone number, email and URL, so that retailers can easily get ahold of you to ask questions or place an order.
2. Be thorough in your product descriptions. You not only want these descriptions to tell the story of your product, but also provide the tactical information that a retailer needs to determine if your products are a good fit for them. Things to include here are what your products are made, where they are made, size, pricing, minimum quantities.
3. Excellent product photos are essential. Great photos are a critical piece of your catalog. If you have the budget for a professional photographer – hire them! It will be well worth your money. But if not, DIY photos are fantastic, too. You want these photos to not only tell the story of your brand and products, but also show retailers how your products will look on their shelves. And, remember that these photos can be used across all your marketing materials – email blasts, social media and press inquiries
4. Extend the life of your catalog. I’m a big believer in having a printed catalog, yet I know first-hand that they cost a pretty penny. Extend the life of your catalog by dating it across two years. For example, 2016 – 2017 rather than just 2016. Most manufacturers reprint their catalog every 12 – 18 months, adding inserts as they release new product. Digital catalogs, however, should always be up to date.
5. Function over Fashion. Remember that this catalog is a sales tool first and foremost and should be built with the retailer in mind. Your catalog needs to be functional and include all the pertinent details that a retailer needs to place an order. Create a section dedicated to your sales terms and conditions. Include your minimum order requirements, turn-around times, payment methods accepted, shipping options and refund / exchange policies. The back page of a catalog is a great place to put your terms & conditions.
Wholesale is a powerful way to grow your business and expand your revenue streams. Head over to creativelive.com/wholesaleformakers to learn more.
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