Ultimate Marketing Championship, Round 2: Catalogs vs. Ecommerce

Brian
March 30, 2012

What if marketing materials were prize fighters, UFC-style? That's the premise behind this series that pits two distinctly different types of marketing materials against one another to determine which is better at achieving a shared sales goal.

This edition features a blow-by-blow account of a three-round matchup between catalogs and ecommerce websites. Let's get ready to rumble!

Round I

Ecommerce comes out swinging by contending it's the future, but catalogs counter that they've been successful for so long that they're no stranger to evolution and survival of the fittest. At first glance, the two seem toe-to-toe; both are good at landing sales.

Round II

Ecommerce, caught off-guard by the power of catalogs, staggers out of its corner. The two trade blows: Both offer a convenient way for customers to shop from home, and both reach highly targeted audiences, but ecommerce requires outside advertising. Catalogs are their own advertising. It's a close one, but catalogs win Round 2.

Round III

Catalogs come out swinging, taking advantage of ecommerce's shortcomings. Both reach targeted audiences, but only catalogs can guarantee repetition to the very same customers. Ecommerce tries to land a haymaker by pointing out that it is available on mobile devices, but catalogs easily dodge and deliver an uppercut by pointing out that catalogs are more portable and shareable between friends and family. Catalogs deliver a one-two punch, because they allow customers to order not only by mail or phone, but also by directing customers online – therefore, catalogs can do everything ecommerce can do, and more. Ecommerce goes down for the count!

Check out Round 1 of the Ultimate Marketing Championship: Postcards vs Facebook.

About the Author:

Brian M. serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. His previous roles included managing editor for a hometown newspaper and club bartender for a group of quasi-alcoholics. When he’s not writing, he’s usually counting lost follicles and wondering what he ever did with his time before his two children were born.
Brian's picture

About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

Paul's picture
Paul January 07, 2016 03:22 am #

Agreed. Catalogs are also a lot harder to forget about and aren't confined to our computers. Just by being an object in the kitchen, on the coffee table, or even in the bathroom it gains a substantial amount of exposure by being a part of one's daily life.

What is round 3 going to be? How about business cards vs linkedin?

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Brian January 07, 2016 03:22 am #

Excellent point, Paul. It's hard to say how many sales are generated just because a catalog was lying around for someone to pick up and peruse.

Round III is Posters VS Radio Ads (coming soon!), but I love your biz cards v linkedin idea... I'll make it one of the upcoming posts!

Paul's picture
Paul January 07, 2016 03:22 am #

Great. Looking forward to it. I will make sure to have some popcorn made!

Brian's picture
Brian January 07, 2016 03:22 am #

Sweet - I'll post here when it's up!

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January 07, 2016 03:22 am #

[...] Round 2: Catalogs vs. Ecommerce [...]

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