Creating Catalog Website Brand Preference

ARTICLE SNIPPET - When you sell more than one thing from a single website you have created an online catalog or retail store. Whether you're a newsletter publisher like Ragan Communications, with multiple newsletters, events and special reports, or a special-interest media company like Martha Stewart Omnimedia, with magazines, one-shots and hundreds of carefully selected products, you need to understand the basics of retail catalog marketing.

While subscription marketers design programs that are "push" in nature, an online catalog marketer must master the art of both push-and-pull marketing to be truly successful. Push marketing occurs when you put a message in front of a customer when they were doing something else. Your goal is to create an impulse purchase that the respondent had not been planning to make. Pull marketing occurs when a shopper comes to your online store because they believe you will have the solution to their problem. Both print and online catalog publishers rely on push marketing for new customers and a combination of both push and pull marketing to encourage repeat buyers.

If you sell more than one thing from a single website, you are running an online catalog. Whether you're a newsletter publisher with multiple newsletters, or a special-interest media company with magazines, one-shots and hundreds of products, you need to understand the art of both push-and-pull marketing to be truly successful.

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