Content courtesy of tED magazine
tED magazine contributes to the debate on whether printed product catalogs are still a relevant and justifiable expense in an environment of increasing digital resources by publishing the opinions of several industry insiders. Tanya Hansel of HGM Catalog Consulting states that print catalogs can still be effective for B2B organizations, and she outlines several strategies companies can use to optimize their efforts. Neil O’Keefe of Direct Marketing Association (DMA) also predicts direct mailing trends that will affect catalogs. Springfield Electric Supply, a distributor which hasn’t published a print catalog since 1990, also explains their reasoning behind the decision, new initiatives in their marketing mix, and the advantages of using of eCatalog vendors such as ElectricSmarts.