I am a marketing advisor. I spend most of my working hours helping businesses understand the marketing tools available to them and the relative cost (in terms of time and money) of each. I also talk to them about prioritizing the best ideas ahead of the good ideas, because no one has unlimited resources.
This one got my head shaking.
I have, on many occasions, endorsed the creation of hard-copy, offline (gasp!) catalogues that capture the power of photography, paper finishes and tangibility. It works. Especially for companies that offer high-end products.
What I don't get is using 615 pages (oversized no less) to do so. Granted, they sell a lot of products. 615 at least! But here are the issues that cause some concern:
THE LESSON FOR BUSINESS:
Tell me what I'm missing? The good people at Restoration Hardware are clearly doing most things right. Why, in your opinion, is this part of their marketing strategy?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!