About a year ago, I wrote a post called Cataloging Time. It’s that time again in my world of retail marketing. Once again, I have to ask whether or not catalogs are a marketing tactic that is past its prime.
As the retail marketing person for a consumer goods company, I am responsible for making sure our product pages are prepared for any number of retailer catalogs being published for 2011. This can be master catalogs or supplements for specific categories, each one requiring a great deal of time and resource allocation to complete. I can only imagine the efforts by our retail partners who are receiving and compiling dozens and dozens of pages from product manufacturers around the world. What a task!
As a consumer and marketing professional, I receive catalogs and look through each and every one of them for ideas and creative brainstorming. I have to wonder how many other people do the same? Is the practice of reading catalogs still a common practice?
I especially ask this in today’s world of social media. Twitter accounts like Walmart direct consumers to websites for new product information on a regular basis. More and more time is spent fine-tuning and tweaking those same sites to ensure the right information is presented for consumers to make purchasing decisions. Product comparisons, search filters and so much more is made available online that cannot be easily handled in print catalogs.
While I’m spending a lot of time on those printed catalogs pages, another current project is implementing an e-commerce solution for our company where we can easily sell our products online to our BtoB customers as well as consumers. I wonder whether or not this is a better use of our time and resources?
We as a manufacturer have a gentleman’s agreement with our retail partners that we will only sell certain accessories directly to consumers. Everything else is pushed to retailers and consumers are directed to find a local store in which to make their purchase. Does this make sense in today’s business environment?
This is where my head is right now. Any thoughts?
I am constantly reminded of the need for strong planning on the front end of any project. A colleague of mine calls the opposite “stream of consciousness planning”. It’s amazing to me how many times programs, campaigns and projects are put into place without a rhyme or reason as to why it’s going to be done in the first place except to increase sales. While I understand that is an important reason, the question remains, “How exactly are you going to increase sales simply by attending that trade show?”.
Nothing should ever be implemented without a clear strategy being discussed and laid out first.
From a communications perspective, I’ve learned quite a bit in the past few years about measuring return on investment against the activities in which your organization chooses to participate.
The most recent examples I’ve got in my head pertain to trade shows. Those pesky industry and association events we all feel we must attend each year. But my question is whether or not you have set up a way to measure your attendance and determine whether the show is truly valuable? I’ve had many people tell me over the years that companies should attend particular shows simply because it’s always been done, but I have a really difficult time accepting that as a valid reason to continue attending. In my view, it’s critically important to gather information, such as revenue targets, to determine whether or not the show makes financial sense. Companies should not make an assumption about the value of a show simply based on history.
While I understand there is a brand awareness being built through attendance at these shows and events, it’s still possible to develop an ROI plan around awareness. It’s our job as marketing professionals to figure out the right metrics for our organization to make the most of the dollars we’ve been given to manage.
What are your thoughts?
I’ve noticed that the years fly by faster and faster as I get older. Is it just me or is this the case with everyone?
This year in particular seems to be speeding by. The year is more than half over and I feel like we just got things rolling with our New Years’ Eve party. The next thing I knew we were hosting the 4th of July and trying to find time for a vacation (which doesn’t appear to fit in our schedules until September).
My husband and I have hosted activities/people at our home every weekend since Memorial Day. Is it wrong of me to wish for a weekend to myself? Is it just me or can I be a little selfish and wish for some alone time?