Marketers Are Underestimating Catalogue Power

Marketers Are Underestimating Catalogue Power
SHARE
THIS



The Australasian Catalogue Association (ACA) has released its FY2014 Industry Report, revealing that catalogues have more influence on shoppers than television, email or the Internet.

The report shows that 62% of Australians rank catalogues as the most effective advertising channel in influencing their purchasing decisions, followed by television (52%) and press advertising (40%). Catalogues also placed well ahead of personalised direct mail (29%) email marketing (25%) and social media advertising (17%).

By contrast, 69% of marketers ranked email marketing as the most influential channel, followed by TV advertising (56%) and personalised direct mail (54%).

Australasian Catalogue Association executive director, Kellie Northwood said there is a clear disconnect in what Australians are saying works for them and what marketers think works.

“This is confirmed by the fact that of the Top Five influential channels ranked by Australians, three have experienced declines in advertising spend over the past year,” she said.

Catalogues reach 19.6 million Australians every week and continue to hold their ranking as the fourth largest media channel amongst media peers – internet, free-to-air television and newspapers.

The grocery, discount variety and electrical market segments remain the highest producers and users of catalogues to promote their products and services.

However, the report also highlights a growing trend within the speciality retail market segment, with online retailers increasingly using the physical channel to push sales traffic to virtual stores. The report shows 62% of buyers, 61% of fans and 60% of readers visit online stores after reading catalogues.

ACA chairman, Adam Boyle said the humble catalogue has evolved from a marketing tool once described as a pure sales pull to one that is continuing to hold strong industry value.

“Catalogues remain a powerful and cost-effective media channel. We now see pages filled with clever brand positioning, interactive product guides and celebrity ambassadors. They’ve come a long way and retailers are continuing to compete aggressively with one another in this space,” he said.

Northwood said an increasingly sophisticated level of engagement with consumers via catalogues was an exciting trend to watch in the financial year 2015.

“Catalogues have demonstrated innovation and their place within the digital environment with technologies on paper delivering stronger integration within multi-channel marketing campaigns. Augmented reality technologies are challenging marketers to think beyond the physical and engage consumers within a multi-channel and content-rich experience,” she said.

Key Takeaways: 

  • In FY2014 catalogue Audience Reach was 19.6 million. Catalogues dominate when compared to other medias: television (Free-to-Air) (13.5M); television (Pay TV) (8M); magazines (13.8M); Commercial radio (9.7M) and newspapers (16.M).
  • Catalogue volumes have increased by 0.3% over the 2014 fiscal year. The increase is mainly due to streamlined data and stronger targeting, leading to an increased return on marketing investment (ROMI) for catalogue marketers.
  • More than half (62%) of Australians rank catalogues as the most effective advertising channel in influencing their purchasing decisions.
  • Engagement is high with Australians spending more than 30 minutes reading catalogues during the week.
  • Seasonal style books, product guides and celebrity ambassadors filling the catalogue within information and page-turning content is king for 2015.

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]