Final Evaluation Paper-Scholastic Book Orders

 Evaluation of Scholastic Book Orders

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year companies spend millions of dollars producing catalogs in order to sell their merchandise. Thousands and thousands of catalogs sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expenses involved in producing and distributing these catalogs it is important that companies use effective marketing techniques. Thus, effective catalogs require much consideration. Criteria to consider when creating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

In order to be successful a company must know who their audience is. They must be confident that their audience is likely to order through a catalog. They must determine how large or small their audience is in order to get an accurate count on 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. The goal is to sell to the audience. To accomplish this goal the catalogs must be delivered to an audience that will want the products being sold.   

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. A creative design is essential if you want consumers to open your catalog. Especially in today’s world of online shopping, catalogs must be creative enough to spark an interest in readers who’d rather surf the Internet than read through a magazine. At the same time, costs must be considered.

Distribution

Distribution is the process of delivering the printed catalogs to the public. It involves how the catalogs will be distributed, when the catalogs will be distributed, where they will be distributed, and to whom they’ll be distributed. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Timeliness is key. For instance, if a catalog is selling Halloween products it is critical that the company distributes the magazine well in advance of Halloween. Cost-effectiveness must be considered during distribution to ensure that expenses do not exceed gains.

Selection

Selection is a huge component of an effective catalog. According to Fred D. Reynolds in An Analysis of Catalog Buying Behavior, “during the early years of catalog retailing, price, return privileges and selections are believed to have provided the foundation for the diffusion of this retailing innovation (Reynolds, July 1974).” The article continued saying, “This study suggests that selection continues as a primary appeal (Reynolds, July 1974).”

Products listed should be products that will sell. Companies should examine the prices, quality, popularity, and variety of their products. They should select items that will appeal to a large majority of their audience. While popularity is important, 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

In order to sell products it is imperative that ordering through your catalog is easy. If a consumer finds it difficult to order through your catalog chances are high that they will either not complete their purchase or will refuse to order from you in the future. Offering multiple ways of ordering (i.e. 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 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 items sold in Scholastic book orders are for 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, which they definitely do. They offer a wide variety of books and products that are exactly what kids want and love. Although parents are usually required to make a purchase, Scholastic book orders sell directly to their audience, the children. In Reynold’s 1974 article he states that, “catalog buying is more pronounced in families with children under twelve years of age (Reynolds, July 1974).” If this statistic is still true today, targeting children with catalogs seems an effective strategy.

Design of Scholastic Book Orders

Scholastic book orders are constructed of lightweight paper and are usually four to six, double-sided pages long. This design reduces paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy for the child to scan through quickly and find what most appeals to him or her. Items are in full color with many colorful backgrounds and shapes which emphasize products. Many font sizes and types are used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Therefore, each page is interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog. Scholastic book orders are very well designed. They are designed so effectively that readers will want to look at each and every item before making their selection.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are sent home with children from many schools across the country. Scholastic reaches most, if not all of their targeted audience, children, by distributing directly to schools. Distributing book orders in this way is a very wise tactic. Before a parent even sees the book order a child has the opportunity to scan through it 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? While not all would agree that marketing to children is appropriate or ethical, it works amazingly well. Not to mention, distributing book orders and products directly to schools is extremely cost-effective. It saves Scholastic the huge burden and extremely high expense of responding to returned shipping due to bad addresses.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of book orders are sent home at a time, giving children 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 newest, most popular books as well as the oldest, greatest classics. While the majority of products are books other items are sold too. Many educational products are sold for subjects such as English, science, math and history.

Included with many books are miscellaneous products such as jewelry, c.d’s, pencils, posters, book lights, key chains, and stamps. These products appeal to children making ordering books more fun and desirable. Other products listed include video games, arts and crafts, board games, journals, mp3 players and rock kits. Scholastic book orders also refer consumers to their website where they can find thousands of additional titles. Not only is there a large selection of products but low prices make them affordable for anyone. Books start as low as $1.00.

Ease of Ordering Scholastic Book Products

Scholastic has made ordering from their book orders extremely easy. One way is for parents to return the order form and a check written to Scholastic Book Clubs to the child’s teacher. In recent years Scholastic has integrated a second way to order and pay, online by credit card. This process is easy, fast, secure and convenient. Parents simply go to the web address and register one time with a class activation code given to them by their child’s teacher. They then can select any products they want from the book orders plus choose from thousands more on the website. Four major credit cards can be used as payment. Once parents place their order it is sent to their child’s teacher so that books will be distributed to the child’s school. Teachers prefer parents order online because it saves them work and earns the classroom a free book.

Integration of Scholastic’s Online Catalog

The book orders are an effective way of selling products. They also work as a great marketing tool to attract customers to Scholastic’s online catalog. The integration of the online catalog appears to be exceptionally profitable. It enables the company to easily and cost-effectively sell more products. Like the book orders, the website is colorful and well designed. The products are described in detail and pictures are displayed. Prices and savings are highlighted to promote sales. The website is user friendly making it easy for parents and children to navigate and order online. Overall, the integration of the online catalog with the paper book orders is ingenious. The well-designed book orders are an economical way to attract young readers who look forward to receiving them. While the online catalog increases profits by offering a much larger selection of items.   

Conclusion

Scholastic book orders are exceptionally effective catalogs for selling merchandise. Clearly, the audience (children) is considered at all times when the book orders are being produced and distributed. The catalogs are easy to read and designed in a way that catches the consumer’s eyes immediately. They are distributed strategically and effectively in order to reach the intended audience. The wide price range and large selection make it possible for almost anyone to make a purchase. Ordering is simple and products are delivered with ease. Ultimately, scholastic book orders demonstrate catalog marketing at its best. 

References

Reynolds, F. D. (July 1974). An Analysis of Catalog Buying Behavior. Journal of Marketing, Vol. 38 , 47-51.

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