In the gardening world, the print catalog has always been a standby.
But, they're expensive and often sent to a broad list of people, who frankly throw it in the trash.
Instead for your garden brand to gain true, meaningful traction, you need to provide interesting content to the people who crave it.
Enter the new digital, social catalog of 2013--and beyond. Read on to discover how you can create your own innovative, green catalog.
Pinning for Pinterest
J. Crew just become the #1 innovator on Pinterest. Last year at this time, the brand had no presence or standing on social media whatsoever, and this year, they're dominating headlines for their innovative moves.
For their fall catalog, they released a preview to their Pinterest fans.
Bold, inexpensive, and so incredibly effective.
It's an exclusive catalog! Just for their Pinterest followers. Plus, they let their fans pre-order any looks they saw and loved. On J. Crew's Pinterest board, they also provided a direct, personal email address for a style representative.
Power of Pinterest Catalog
This is the catalog of the future.
The engagement for J. Crew's fall catalog has been phenomenal. Each image has hundreds of repins-- and a hearty amount of comments and likes. Many of the comments are from brand advocates who already purchased the items. Needless to say, the profit is turning fast.
J. Crew is still planning on mailing out a print catalog to supplement their Pinterest catalog.
On Pinterest, J. Crew is talking directly with the people who love them most, and as such, their fans are sharing the catalog like crazy.
No other brand has ever released a catalog on Pinterest, but I see this trend catching on like wild fire--especially in the garden industry.
We are in an image driven industry, and Pinterest is the perfect place to share how beautifully breathtaking your new collection of flowers is.
Plus, Pinterest has 25 million users, and Pinterest brand followers spend more. The average Pinterest shopper spends between $140-$180 per order, compared to $80 on Facebook and $60 on Twitter. Plus, it even improves SEO and drives more traffic than Yahoo.
Pinterest Catalog's One Flaw
The one thing J. Crew missed the mark on is including prices on their Pinterest fall catalog.
Pins with prices get 36% more likes than those without. People like to have all the facts up front.
How to Create a Pinterest Catalog for Your Garden Business
The way J. Crew created their catalog was simply by starting a new board. Then, they uploaded their images with captions. The images also link to the specific page on their website.
Yes, it's that easy. And, yes, your engagement with fans will soon be off the charts.