All will agree that a catalogue is the most incredible salestool of them all. We have worked with companies who have experienced up to 25% growth in sales since the publication of their first customer catalogue. Nobody will debate the fact that the production of a catalogue is long journeyand requires lots of hard work, determination, patience and perseverance. But somehow, at MJM, we have a soft spot for catalogues.
Some pages extracted from catalogues produced by MJM:
Most of the catalogues produced at MJM are product catalogues for wholesalers, whose customers are the retailers. When starting on a new catalogue, the following needs to be configured:
· List of products to be catalogued (data), used to determine the amount of products to be processed
Your product data is the most important building block in creating a catalogue. Data typically includes code, description, packing and it may/may not include price, depending on the application and the frequency of the catalogue being published. It is vital that the data supplied to the designer is “clean”. It is to contain no discontinued items or duplications of any kind, it needs to follow the correct sequence and it has to contail ALL of the products to feature in the book. Additions at a later stage could create problems, and it has been proven time and again: whatever product is not featured in the catalogue simply does not sell. In short, some extra effort at data-stage ensures smooth population of the book, minimal changes and avoids unnecessary delays and expenses.
· Additional information – index, conditions of sale, company profile, contact details, categories & sections
Even if the final page numbers for the index can only really be determined once the book is completed, one still need to roughly consider the index structure, categories or sections as well as any other relevant information to be contained in the catalogue. Where it will appear in the book and the amount of pages it will occupy are important criteria, as it could influence page structure and set layout constraints.
· Type of imagery – product shots and ambiance
We believe that images can make or break a catalogue. It is vitally important that product images needs to be clear and well photographed, simply because your customer’s eye will first and foremost be drawn by the image, only thereafter he will read the description. MJM offers full photographic facilities to professionally light and shoot product samples in a studio environment. Please ensure your samples are discreetly (at the back/bottom) marked with the product code, so each item can be matched to its code and description. Ambiance photographs from various stock photography sites are available, alternatively we are also available to do on-site photographs if required.
· Estimated amount of products per page, amount of pages, amount of books & print specs (paper, binding)
Together with photographic requirements for the catalogue, all of these factors are investigated in order to estimate costing and set a time frame for the project.
· Page look and feel
Once the basic planning and costings are completed, the designer would work with you to create a look and feel for the catalogue. To save time and expense, the look and feel needs to be approved and signed off before we commence with populating the catalogue.
· Proof and print
The proofing process starts when photography and population are completed. You will be presented with colour proofs, and all details need to be checked and rechecked untill every picture, graphic and detail is correct and accurate. The final proof is signed off, the books are printed and you are presented with your brand new catalogue.