When to Print Catalogs

                                                                                         

Many companies decide to print catalogs at the wrong time. This is not an issue of printing in the wrong season of the year or the wrong time of the month. Anytime you do not have the right information in the right format is the wrong time to print catalogs. Below is a checklist to ask yourself if your company is really ready for catalog printing.

When you:

• Know your customer – You must have sufficiently identified your customer before you print your catalog. All other issues flow from this all important point. Depending on your customer’s needs, your design, format, and even products will be decided.
• Have your pictures – You need product pictures and graphics before you can print catalogs. Without your pictures in place, if it is difficult or impossible to design and lay out, much less print catalogs.
• Have the information – Your product information is vital to have consolidated before you print catalogs. This includes general descriptions, product details, technical specifications, and prices.
• Understand your brand – Your catalog should reinforce your brand with logos, color schemes, and font selection. Your content in copy should also build your brand up for your customer.
• Have the support - Do not print catalogs or ship to customers until you have your support team in place. This includes customer support representatives who know your products and services as well as technical staff who can answer detailed questions. You may even need management who can oversee and approve pricing changes.

Too many businesses try to print catalogs before they’re ready. The result is undue stress or, worse, a poor product. While you may be able to recover from the stress and pressure you were under to print catalogs, you cannot expect to recover the costs of a catalog that should have never been shipped in the first place.

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