Receiving the Amazon catalog in the mail seemed like an industry event. The biggest online retailer in the world mailing a catalog? For many of us that grew up in the catalog world, we felt vindicated; print is powerful. But with all the muscle in the world, how do you think their catalog stacked… Continue reading The Amazon Catalog – The Good, Bad & Ugly
Tag: Lois Brayfield
BREAKTHROUGH CREATIVE
PART 2: THE PHYSICS OF CREATIVE What if I told you it’s possible to increase response by 5% or more? Sometimes returning to the proven foundations of effective catalog design can make that happen. Yes, the role of the catalog has changed over the last 10 years – dramatically. But what hasn’t changed is the… Continue reading BREAKTHROUGH CREATIVE
BREAKTHROUGH CREATIVE
8-Part Series Right now, many brands are seeing a surge in direct response growth. What about your brand? Is your creative presentation doing its job? Now is not the time to get stuck in a rut or let your legacy process hold you back from creating new, fresh ideas relevant to today’s realities. Just like… Continue reading BREAKTHROUGH CREATIVE
Post Pandemic Predictions: 15 Thoughts for the Marketer
By now, all of us would agree that Covid-19 will remain in the collective human psyche for years to come. What does this mean to you as a marketer? It means we must take a new look at consumers with a fresh perspective. Just as we did after the Great Depression and 9-11, we will… Continue reading Post Pandemic Predictions: 15 Thoughts for the Marketer
REI & Me: A Customer Reactivation Story
About 10 years ago, REI made me so stinking mad that I swore I’d never grace their check-out again. A brand-advocate no more, I huffed my outraged “customer-no-service” story to everyone that cared to listen. Their offense? They made me pay for return shipping on a few items that didn’t fit. And worse, because I… Continue reading REI & Me: A Customer Reactivation Story
Goodbye to an Industry Visionary and Friend
Lois Brayfield, CEO I’m heartbroken to learn that last week, after battling cancer, industry leader and icon Glenda Shasho-Jones has passed away. Our paths first crossed in the mid-’90s when she critiqued a catalog I worked on as Creative Director and – wow – she taught me more with her assessment than I’d learned in… Continue reading Goodbye to an Industry Visionary and Friend
BOYS LOVE PINK
While visiting an orphanage in Tanzania a few years ago, I realized how small my world really was. Or, at least my perspective on the world. As part of a group helping bring solar powered wells to orphanages, we filled our suitcases with toys and crafts we thought the children might enjoy. One of those… Continue reading BOYS LOVE PINK
PHANTOM RULES, SACRED COWS AND A ROASTING PAN
Once upon a time, a daughter asked her Mother why she cut the ends off the roast before putting it into the oven. “Because that’s how my Mother taught me,” she answered. Curious, the girl asked her Grandmother why this trick made a better roast. “Well I’m not sure, but my Mother taught me to… Continue reading PHANTOM RULES, SACRED COWS AND A ROASTING PAN
Don’t You Dare Ignore the Silver Tsunami
Millennial Schmillennial! Why is everyone rushing to grab this elusive customer group when we are about to experience the largest wave of spending power to ever hit the market? I’m talking about the aging Baby Boomers who have become empty nesters, are retiring and are more mobile than ever. Consider the silver lining: There are… Continue reading Don’t You Dare Ignore the Silver Tsunami