The holiday catalogs are arriving in my mailbox – like a thunderstorm. I counted yesterday – 9 at home, 15 at the office – in one day.
A recent Wall Street Journal article states on average we'll each receive 56 catalogs this year – 17 billion total. That's a lot of catalogs. Why so many?
Some say print promotion is dead or dying – all you need is a website to promote your business. The catalog companies have a different view.
The article states "… catalog pages still entice buyers in a way that computer images don't. Catalogs drive sales at Web sites, making catalogs more important than ever."
If you have a website, blog or other online presence – great – you must have one in today's market. It's your 24/7 storefront and can be your client education tool.
However, many confuse their website with other marketing they must continue to do – like direct mail and advertising.
Your website is NOT advertising but your website must be advertised – and print homes magazines/catalogs and direct mail are two very powerful ways to build relationships and lead prospects to your website for more detailed information.
How important is it to lead a prospect to YOUR website before they look at your competitors? NAR surveying says 66% of home shoppers deal with the FIRST real estate agent they contact. Don't you want them to contact you first?
Of course, as publishers of real estate/home catalogs we agree with the power of real estate print promotion for several reasons:
- It's targeted – only people interested in real estate read homes catalogs
- Reaches the most active and engaged
- It's portable and available where people work, shop and play
- Clout – at least with us, we've been in the market for 20 years
- You can do large ads with lots of impact
- It's low maintenance
Print catalogs and print promotion work on many levels – directing people to your website for more details, building your brand, engaging with the most active prospects in the market and generating leads.
And that's what advertising is all about.
What do you think?
P.S. Be sure to recycle all those catalogs.