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.

Please login with linkedin to comment

Latest News

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation
  • Marketing

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation

SAP Australia today launched its 2017 Australian Digital Experience Report, revealing that Australian businesses have significantly improved the digital experience they provide, closing the gap to what consumers expect. However, while performance has improved, consumers are still more likely to be unsatisfied with digital experiences than delighted by them.  The report, based on results from […]

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership
  • Campaigns

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership

Following a nation-wide qualitative and quantitative research study, independent creative agency The Sanford Partnership has produced a TVC for its client Nuttelex. The TVC has a nostalgic theme with a modern twist and highlights the brand’s healthy credentials. Nuttelex Food Products Pty Ltd started in a small factory in St Kilda in 1932. Now, the family […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.