e-KMI.com Eye On The Industry

International Karting Industry Buyer's Guide

GO KARTING!
A Guide To The World's Most Popular Motorsport.

Kart Expo International

EYE ON THE INDUSTRY 12-01-00
CATALOGS AND BROCHURES ARE SOUND INVESTMENTS
By Darrell Sitarz

During the 1930s, the United States (and much of the world) was in the midst of the worst economic depression in history. Millions were unemployed, nature was ravaging the farm belt, and business was at a standstill. With few exceptions, the films of the day were trying to lift spirits with decadent, fun-loving portrayals.

In Chicago in 1933-34, the Century of Progress World’s Fair attracted visitors from around the world. The organizers were again trying desperately to show a glimmer of hope to the American population. During that same period, many companies were struggling to survive, laying off millions of workers and hoping to wait out what was to be a decade-long depression. However, in an attempt to keep even small pieces of declining markets, many companies continued to advertise and produce catalogs and brochures.

Depression era companies knew that if they were to survive and not be forgotten, they would have to continue to advertise. Sears, Roebuck and Company, John Deere, Caterpillar, Ford and others all prospered.

The advertising and marketing theories used to stimulate business in a struggling economy are just as valid today as they were back in the 1930s. Although the U.S. economy is thriving, the karting industry should not become complacent. Complacency can kill a business (and a sport)… quickly!

Forecasters feel that karting, whether racing, fun, concession or indoor, will continue to experience growth in the next few years, perhaps equivalent to the boom of the 1960s. The question is - will the industry continue to thrive?

The fun and concession portions of the industry seem to be well primed with outstanding printed materials – color brochures, catalogs and pamphlets – while the racing industry, with few exceptions, lags far behind. For 20 years, while I was involved in the wholesale/retail kart racing business, I constantly begged suppliers for printed brochures and catalogs, to no avail. If we were lucky enough to receive brochures, a company would send a dozen or so. In many cases, the pieces were of dubious quality and not well designed.

With today’s technology, producing a first-rate catalog or brochure is easier and more cost effective than ever before. By creating a quality presentation, marketers can send a message to both the wholesale and retail customer that: A) you have a selection of excellent products, B) you are proud of your company and what it stands for and most importantly, C) you want to sell to them. Whether you have one item or thousands, a catalog or brochure is a proven factor in producing sales, second only to trade shows.

A quality catalog or brochure is one of the best investments a company can make for its future. The Sears and Fords knew long ago that to sell products, a company must let customers know about them, They also recognized the fact that companies cannot afford not to advertise to be successful.

Learn the basics of selling in print and us them to your best advantage. If you need assistance, find a professional who can help you design a quality printed piece which will be worthy of your company and your products. And remember – it doesn’t cost any more to print a poorly designed piece than it does a quality one.

END

View Past "Eye On The Industry" Articles

Kart Marketing Group, Inc.
Post Office Box 101
Wheaton, IL 60189 USA
Telephone: 630-653-7368
Fax: 630-653-2637
Email: karting@msn.com

Back to Home Page

Neatconcept, Inc