Social Media for Catalogers

I recently had the opportunity to step back in time to my “old life” for a brief moment while connecting with a group of Direct Marketers.  The group was interested in our perspective of social media and how it can benefit the traditional cataloger.

What seems apparent after our meeting, is this is an industry that I would categorize as somewhat “late adopters” in the social media frontier.  Understandably, they have spent years refining the art of direct mail and have it down to a pretty concise science but they are having a difficult time connecting the dots to know how social media can really impact their business.

Whether you are selling products in a catalog, or online or through the brick and mortar channels, doesn’t social media serve a universal purpose?  Aren’t we all trying to build value, create loyalty and trust and hope that those who think most favorably about our brands are inspired to share their enthusiasm with those that will listen?

In preparing for our discussion I came across interesting examples of ways catalog marketers are using social media today:

• Lehman’s, a cataloger in Kidron, OH is using their Facebook Fan page to interact with their customers to help determine their next month’s cover shot.  Lehman’s ask their “friends” which of the two photos selected should be on the next catalog that shows up in their mailboxes?
• J&P Cycles, the catalog for motorcycle enthisiasts is doing an incredible job engaging with their customers through their dedicated YouTube channel.  They have over 400 videos with views as high as 111,000!
• Mindware, a toy and education products brand is using YouTube to house their simply shot videos that demonstrate how their products work.

There are countless examples of ways these and other social media tools are helping businesses boost sales.  After all, the stats are coming in.  We now know according to Syncapse, that the average Facebook fan is spending an incremental $72.00 per year compared to a non-fan.  We also know that fans are more loyal and more inclined to recommend a brand that they have “liked”, just ask McDonalds who is leading the ranks for incremental sales from loyal followers.

So catalogers, what are you waiting for?  Your fans are waiting.

Tags: catalog, cataloger, direct marketer, Facebook, fundraising videos, J&P cycles, Lehmans, Syncas, YouTube

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