Catalogs: An essential tool

Stephen Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

Many people think the industry has outgrown the hard copy of a catalog, but they still have real purpose and are an essential tool for many businesses; however, you must know how to use them. A catalog and website working in concert will fill the needs of the occasional buyer.

The best choice is to have a clear website that is supported with an organized catalog that tells your story and explains the offering and procedures available. The catalog must explain what you are offering and why it is the best selection the client can make for the exchange of their money.

There are many things that need to be included in your catalog or website. Select products that work in concert with your client base or the new clients you want to attract.

The type of items and the selling price of these items must be in a zone that is both affordable and accepted by the client base. Be careful not to be too conservative in your approach of making the selection of the catalog or website selection. Think of your catalog and website buyers and select items that appeal to the audience that buys your line. Also consider services and products that the competition doesn’t offer that might be your key to success.

—Stephen Capper, A-1 Awards