Catalogue Effectiveness
July 25, 2011
Catalogues are a key marketing
tool for many retailers and the need
to get them right is critical to making
consumers come through your door.
Every week there are a wad of
catalogues from many retailers that
are passed through mail boxes
across Australia and we need to
make sure that ours are seen and
read by our customers.
The use of colour to stand out
amongst the masses of catalogues I
think is very important and if your
brand has special colours in its brand
strategy then these should always be
incorporated in the catalogue design.
Catalogues, due generally to their
wide distribution, should reinforce
brand positioning and customer
expectations when they are in your
retail pharmacy.
Catalogues should also be relevant
(winter medicines in winter) to our
target customers.
In preparing your catalogue make
sure the quality of your images is up
to your printers expectations, poor
quality printing can make a large impact
on consumer’s desire to purchase
products especially brands.
Catalogues need to convey simple
messages (product and price) and we
should always have our best offers
on the front of the catalogue, not
hidden in the middle where they
might not be seen at all!
The pharmacy channel has
products of special commerce
(scheduled medicines, vitamins etc)
that we need to follow the advertising
guidelines as set down by TGA and
state based pharmacy boards.
Make sure that your catalogues
carry the correct warnings and
consumer notifications regarding
the use of these products.
Suppliers and wholesalers are very
important to the successful
execution of our promotions so great
communications need to be a focus
of anyone that is involved in the
supply of product for the catalogues.
In summary catalogues are a great
advertising medium for promotions
and brand reinforcement.
Communications are of equal
importance in the success of these
promotional activities.
This week’s contributor is Frances
Palmer, Merchandise Manager of
PharmaSave Australia Pty Ltd.
The above article was sent to subscribers in Pharmacy Daily's issue from 25 Jul 11To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 25 Jul 11
