Issue No. 14 / June 22, 2005

Do you have a Catalog Publishing Plan?

With less than 10% of the active vendors supplying 80% of your customers' product requirements it is imperative that your catalog help you compete for "preferred status" with the buyers of your products. In addition, your catalog needs to streamline the buying cycle by cutting out inefficiencies, omissions and lost opportunities.

Q. A catalog is a significant investment. How do I budget the cost for a catalog and is a catalog necessary?
A: Publishing a catalog can constitute the largest single marketing cost in your annual budget. When planning our catalog budget, make sure you account for all the real input costs such as costs for production, printing and distribution. Don't neglect to factor in cost recovery opportunities through trading partner support.
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