Specialty catalogs
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218649005
2008-06-11T15:49:12Z
Damian Yerrick
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'''Specialty catalogs''' are a [[promotion (marketing)|promotion]] and [[distribution (business)|distribution]] technique commonly employed by [[direct marketing|direct marketers]]. They describe, graphically and verbally, a limited range of [[product (business)|products]].
Specialty catalogs are a good promotion/distribution choice for new products. They are also most effective when using a [[niche strategy]]. There are several reasons for this:
* It is less risky than a mass distribution strategy. If it is not successful, it can be altered with only moderate expense.
* It is a stealthy way of testing market acceptance of the product. It doesn't alert the competition, or at least the competition will not perceive it as a threat.
* Specialty distribution is better able to obtain high margins than mass distribution. This will allow a price skimming strategy, where it is possible to capture the consumer surplus over time.
* Specialty catalogs allow the marketer to better target prime segments, like the [[early adopter (marketing)|early adopters]] and innovators that will be prepared to try a new product.
* Catalog response is immediate. Product problems will become evident before too many products are shipped.
* Catalogs are less expensive than sales forces. The average cost per sale is lower than most forms of advertising where low volumes are involved.
* The printed medium is suitable for new products or any other situation where detailed information needs to be communicated.
==See also==
*[[Marketing]]
*[[promotion (marketing)|Promotion]]
*[[distribution (business)|Distribution]]
*[[Niche strategy]]
*[[Direct marketing]]
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[[category:Direct marketing]][[Category:Promotion and marketing communications]]
[[category:Sales promotion]]
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