Magazine + Catalog = Magalog (w/ live videos)

Magalogs are excellent direct marketing tools because magalogs “edusell” by stories and by offering product information to information-hungry prospects. The magazine layouts can vary from page to page and soft-sell/hard-sell can be flexible from page to page. Also, as regular repeated tools, magalogs fulfill the frequency criterion of direct marketing communication. Rodale has built a $600-million publishing empire largely with the help of magalogs (They’ll use a 20-page magalog to sell a $30 book.)

 

 

Why Publish a Magalog?  Message Flexibility Hard-sell vs. Soft-sell

Industrial magazine that talks about products can take the place of a catalog in a very effective way. From page to page, you can vary the featured products, go from hard sell to soft sell without blinking and instead of simply cataloging products and photos, you can do eduselling … educating the buyers about your products in an advertorial fashion. Tell the story behind the products and how they are made. And how they fit into different applications. Give case histories of successful installations and provide (live video) testimonials.

Magalogs are hugely popular with readers

  • 68% say it helps them make better purchasing decisions when companies provide product information through custom publications.
  • 78% don’t mind sponsors selling their products and services through custom publications – as long as the information is interesting.
  • 74% say getting information from an interesting collection of articles is more appealing than getting information from ads.
  • 59% read print custom publications, whereas only 36 percent look through electronic custom publications.

Here’s what’s really cool … Live Magalog With Video Clips

We can have exact copy of the printed page online … but as a live magalog. When the reader clicks on the picture on screen, a video begins to play that explains the product in detail, shows how it works and gives the highlights of it in video format.

 

Full-color Magalog … Cost of four-color printing has dropped

Producing an industrial, company magalog was inconceivable a few years ago. Now the economy and competitive forces in the printing industry have reduced prices so much so that your own company magalog is affordable.

ACTION STEP: Hey, that sounds good, let’s talk about a magalog as a sales tool.