The wide range of merchandise going via catalogs to business people can include everything from executive planners to heavy equipment. The common element is the channel of distribution (the postal system) and the direct method of selling. This is an area of direct marketing that generally needs improvement in presentation . . . traditionally, the same amount of creativity called for in consumer catalogs has not been developed or invested in business catalogs. And yet, the techniques and graphic applications that work well for consumer catalogs also work for the business to business mailer. Customers are people and respond essentially
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the same way to persuasive presentations, whether in the home environment or in the office. The decision makers who are the target audience of business catalogs are human beings, not computers. Therefore catalog marketing should be well designed and photographed in order to be effective. Photographs of products should reach out to the business audience in the same persuasive manner as in consumer books. Depictions need to be clearly understandable, dramatic and pleasing in their presentation. Lighting, the use of color selection of props and accessories, and clean design should be tools of
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the trade for business to business catalog marketers, just as they are for gift and fashion books. Many business catalogs offer product lines that are, by their nature, high tech and hard edged. Without special care and attention, photography of these items can be equally hard in look and in feeling. It is advisable to try to soften the presentation of hard line merchandise when planning and executing the desired photographic image. John Naisbitt pointed out in his book, Megatrends, the theory that our society today is high tech driven, and therefore needs an antithesis approach for advertising and marketing.
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