Evaluation Draft

Evaluation Paper

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year thousands of companies invest millions of dollars producing catalogs and magazines as a tool to sell merchandise. There are thousands and thousands of catalogs that sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expense in producing these catalogs it is important that companies use effective marketing techniques in order to maximize the profits. Effective catalogs require much consideration. Criteria to consider when evaluating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

A company must know who their audience is and if they are likely to order through a catalog. They must determine how large or small their audience is in order to determine how many catalogs to print. The audience must be kept in mind at all times as catalogs are created and distributed to ensure that the audience will be reached and impressed.  

Design

An effective design is crucial because it grabs the consumer’s attention and increases the likelihood of selling products. Designing a catalog that includes pictures, graphics, colors, multiple font types and sizes, backgrounds, columns, order, and impressive first and last pages will appeal to reader’s eyes. In contrast, a catalog that is black and white, has small font sizes, few pictures and has the same format from page to page will likely deter a reader. Creative designs are necessary; yet, costs must be considered.    

Distribution

Distribution involves the how, where, and to whom the printed catalogs will be delivered to the public. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Again, cost-effectiveness must be considered so that expenses do not exceed gains.

Selection

Selection is a major component to the effectiveness of selling products in catalogs. Companies should determine the selection by considering the audience, price, quality, popularity, and variety. Consumers often vary greatly and thus it can be effective to offer products that vary as well. The bigger the selection, the higher the chances that a consumer will find something they want.

Ease of Ordering

When producing catalogs the point is to sell products. Thus, the ease of ordering is crucial. If a consumer finds it difficult to order through your catalog chances are that they will either not complete their purchase or not order in the future. Offering multiple ways of ordering, (ie online, by phone and mail in) is the best way to ensure that all consumers can order what they want with ease. Products must be easy to order and easy to obtain in a timely, reliable manner.      

Scholastic Book Orders

I have chosen one company in particular, Scholastic Books, to determine the effectiveness of their book orders (which are essentially catalogs) in selling their products. These book orders are full of books and other items for children. Scholastic was founded in 1920 by M.R. “Robbie” Robinson (Scholastic Inc.). They are a global leader in children’s brands and distribution, with more than 9,500 employees worldwide and over $2 billion in revenues (Scholastic Inc.). 

Audience for Scholastic Book Orders

All of the merchandise listed in Scholastic book orders are applicable to children. With this in mind, Scholastic must consider the wants, needs and expectations of children. With such a large audience it is important that they implement enough variety to accommodate the diversity of children in this country. Reaching this audience is important too.  

Design of Scholastic Book Orders

Schlastic book orders are constructed of lightweight paper and are usually about 4 to 6 double-sided pages long, reducing paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy to scan through quickly and find what appeals to the consumer. Items are in full color with many colorful backgrounds and shapes to emphasize products. There are many font types and sizes used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Each page is, therefore, interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are brought home by children in many schools across the country. Distributing book orders in this way is a very wise tactic. Scholastic reaches all of their targeted audience, children, by distributing to schools. Before a parent even sees the book order a child has the opportunity to scan through and circle any desired items. Then, the only task at hand is to go home and plead with parents to submit to their desires. What parent doesn’t want to make their child happy for a few bucks? In addition, for every order purchased online the classroom gets a free book. While not all would agree that marketing to children is appropriate or ethical, it works amazingly well.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of Scholastic book orders are sent home at a time which gives kids a lot more options. The book orders accommodate a large audience by offering products for ages pre-Kindergarten to junior high. Books sold cover all genres of reading material. Readers will find the most popular books of today to many old classics. While the majority of products are books other items are sold too. Many educational products such as phonics, English, science, math and history are listed. Included with many books are miscellaneous products that appeal to children. Items such as jewelry, cds, pencils, posters, book lights, key chains, and stamps make ordering books more fun and desirable. Other products sold that attract children are video games, arts and crafts, board games, journals, mp3 players and rock kits. Catalogs also refer to the website for thousands of titles more than what is listed. Not only is there a large selection of products, but low prices make them affordable for anyone. Books start as low as $1.00 but there are sets that cost much more.

Ease of Ordering Scholastic Book Products

Scholastic offers two ways of ordering their products. Parents can order online by using their credit card or pay pal?? Or children can return the order form and a check to the child’s teacher to send in. Unfortunately there is no way to phone in an order which would be beneficial for people who do not have the internet or checks. Books are always mailed to the child’s school which makes it very convenient if a parent does not want to worry about it once the order is placed. However, if there is a mistake and a teacher overlooks it the parents may not be made aware either unless the child notices. If made aware, the parents must inform and handle the problem through the school they ordered through. This can be a much bigger pain than contacting the company directly.

Conclusion

Overall, Scholastic book orders are a very effective way of selling their merchandise. Clearly, the audience is considered at all times when the book orders are created. They are well designed to emphasize products and catch the consumer’s eyes immediately. They are distributed in a way that is easy, quick and reaches the intended audience. There is an enormous selection allowing almost any buyer to make a purchase. Lastly, ordering can be done with very little effort on the consumers part and the books purchased are delivered with ease. Scholastic book orders demonstrate catalog marketing at its best.  

References

Scholastic Inc. (n.d.). People and History Helping All Children to Read. Retrieved October 13, 2010, from Scholastic Books: http://www.scholastic.com/aboutscholastic/peoplehistory.htm