Growth is a natural part of any strong company, and as soon as that growth falters, you can expect your sales to start declining. However, growth can pose a few problems depending on the industry you're in. Sometimes you can naturally reach the end of your growth potential in a certain market, which will lead you to a new kind of marketing to keep your business strong.


But let's say the heart of your business has been focused on print catalogs that were geared specifically towards the market you were used to targeting, and now you're confronted with the need to focus on other people. What exactly do you do?


If you're aware of this problem, than you've already passed the first test. Many companies aren't aware, or choose not to realize, the fact that the same kind of catalogs won't always work when handed to a completely different type of customer.


Knowing the problem isn't the same as fixing it, so let's go over some possibilities for you.


The first is to alter your existing catalogs to better appeal to a wider audience. This might involve adding in new products or changing the design details in some way. Maybe alter the language or alter the placement of the products within the catalog. There are all sorts of different possibilities here to be aware of, and each is going to have a big difference on how people perceive the catalog.


But you also have to understand the risks involved with this, because you might accidentally turn away customers who were quite pleased already with what you were doing. You might also find that this revised catalog still isn't quite enough to pull in the new crowd, because it stands between the two sides, rather than appealing completely to one or the other.


The other primary path would be to print catalogs meant specifically for this new market. Rather than change what you've been doing you instead create an entirely new catalog for this other group. Because catalogs are delivered through the mail you can quite easily create two mailing lists for these two different markets. You can also be certain that both catalogs are made to work best with each group, increasing the odds of strong sales.


The downside here is that you'll have to spend that much more money each time you print catalogs, because you're printing two instead of one. Now, if the new marketing catches on quick enough you'll be financially secure enough that you won't have any issues with this, but that's only if things catch on.


I can't tell you which one will be better to do because your financial situation is going to dictate which path is the right one for you. Still, you'll have to find some kind of solution if you want your company to continue to grow.