Should you offer print digital catalogs simultaneously in the industrial manufacturing sector? Some manufacturers worry about these marketing materials competing with one another. They don’t want the formats to cannibalize buyers from one channel to another rather than grow their user base. Thankfully, you don’t have to worry about this issue in industrial manufacturing. Digital and print catalogs work as useful counterparts. They complement each other and your other product marketing efforts. Here are a few ways you benefit from catalogs in multiple formats.
Capture Buyers Across Multiple Channels
In the competitive landscape of industrial manufacturing, capturing buyers across various marketing channels is essential. Customers come and go as they please, and you can’t control their movements, but you can make every effort to get your products in front of them.
Your print catalog gets into the hands of engineers, procurement professionals, and decision-makers in manufacturing facilities who may have limited exposure to digital channels. These individuals often rely on tangible resources when evaluating industrial equipment and supplies. Your print catalog is a physical reference guide that can be easily shared among team members. It might even find a permanent place in the conference room or workbench.
On the other hand, your digital catalog provides online and mobile viewers, such as engineers researching on the go, with a handy reference to your extensive product line, prices, and availability. They can quickly access this information on their tablets or smartphones, making informed decisions even when not in the office. You maximize your reach in the industrial manufacturing sector by offering both print and digital catalogs.
Differing Buyer Behavior
Buyers exhibit varying behaviors in the industrial manufacturing sector based on their roles and responsibilities. For instance, engineers and technical experts often have a specific product category in mind when searching for solutions to their challenges. They might not know the exact item or brand they need, but they use your online product pages to narrow their choices, focusing on technical specifications, performance data, and compatibility.
In contrast, a print catalog reader in the industrial sector looks through the catalog from cover to cover. They immerse themselves in the comprehensive product selection, including items that might be outside their immediate areas of interest. This approach allows them to discover new products and potential solutions they might have missed.
The researchers and browsers in the industrial manufacturing sector are well served by having access to catalogs in two formats. The digital version provides a comprehensive listing option, allowing users to search for specific products efficiently. Meanwhile, your printed materials provide carefully curated selections that can spark new ideas and inspire solutions. This dual approach aligns with the diverse needs of your industrial audience.
Data-Driven Catalogs
In the industrial manufacturing sector, data is a valuable asset. You have access to customer purchase patterns, popular items, equipment compatibility, and other forms of data that can inform your marketing strategies. This wealth of information isn’t restricted to your online experience.
By adopting a data-driven approach for your print catalogs, you can leverage buyer trends, sales volume, and current inventory data to create a well-optimized piece of sales collateral. For instance, if you notice a surge in demand for a particular type of industrial valve, your print catalog can highlight this product category prominently. This data-driven approach can potentially boost your conversions and meet the specific needs of your industrial clientele.
Print and digital catalogs are not mortal enemies in the industrial manufacturing sector. Instead, they are two sides of the same coin, each catering to different aspects of the customer journey. An integrated approach that combines the offline and online customer experience serves your industrial manufacturing business well in the long run.
Conclusion
In industrial manufacturing, offering print and digital catalogs is not a choice between competitors but a strategy to effectively leverage counterparts. Print catalogs provide a tangible and comprehensive resource for manufacturing facility engineers, procurement professionals, and decision-makers. Meanwhile, digital catalogs offer quick access to technical data and pricing information, catering to the needs of engineers on the go.
By embracing data-driven catalog creation, you can optimize your marketing efforts, aligning your content with current trends and customer preferences. Ultimately, print and digital catalogs complement each other, expanding your reach and providing a well-rounded experience for your industrial manufacturing audience.
If you’re interested in exploring how Catsy can help you seamlessly manage and distribute both print and digital catalogs in the industrial manufacturing sector, we invite you to schedule a demo. Discover how our solutions can enhance your catalog marketing efforts, streamline data-driven optimizations, and effectively capture buyers across multiple channels. Contact us today to take your industrial manufacturing catalog strategy to the next level.
Sources:
http://www.walsworth.com/blog/rediscover-the-power-of-print-catalogs
