Specialty Catalogs: A Promotion Style For Newbie Products

Definition of Specialty Catalogs

Specialty Catalogs can be defined as techniques for promotion as well as distribution that are utilized by Direct Marketers. These catalogs are meant to describe a limited range of products through graphical and verbal writings. These catalogs have become optimum promotion as well as distribution choices for the latest products within the market. Their usage effect increases when they are used under a niche strategy.

There are various reasons for using Specialty Catalogs by marketers, and some of them are listed as follows:-

• It involved less financial risk when compared to a Mass Distribution Strategy.
• It’s a good way of testing a product’s or service’s acceptance within the market without alerting competition.
• They enable a marketer to target prime segments in a better manner and these segments consist of people like innovators that will be ready to test a new product.
• Specialty Catalogs cost less than Sales Forces for marketers.

Textbooks on Specialty Catalogs

A variety of textbooks is available on the Marketing Topic of Specialty Catalogs. Some of them have been listed as follows:-

• Specialty Retailers: Marketing Triumphs and Blunders by Ronald D. Michman and Edward M. Mazze (Published by Greenwood Publishing Group – Year 2001).
• Entrepreneurial Management by Calvin (Published by Tata McGraw-Hill Education – Year 2003).

Examples of Specialty Catalogs

Example 1: An interesting example of Specialty Catalogs can be the pamphlets that are distributed in newspapers on certain days that signify events, products or services. These catalogs are distributed in a very cheap form in newspaper networks when compared to other modes of Direct Marketing like television ads.

Example 2: Another interesting example of Specialty Catalogs may be the distribution of catalogs by catalog sales distributors to people at various locations. Such sales persons distribute catalogs in front of public locations like schools, colleges and hospitals. They do this job in favor of some payment made to them, the number of times they will perform their catalog distribution duties.

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