This week at J.Schmid, we’re working on an important fax blast for one of our clients. You read that right. A fax blast. Single page. 8.5 x 11. All black type to avoid pricey color printouts on the customers’ end. Promoting a big discount on one of their best-selling items to a group of non-responders.… Continue reading Reaching the Seemingly Unreachable
Tag: Michele Drohan
Catalog Critique For Dummies (actually, just anyone that isn’t a Creative Director)
Critiquing a catalog can be overwhelming. Maybe you’re so close to your brand that it’s hard to maintain objectivity. Maybe your focus is merchandise, so product presentation is most important to you. Maybe you’re not a Creative Director, so reviewing work is intimidating. (We can’t all be Creative Directors.) (I’m not a Creative Director.) There… Continue reading Catalog Critique For Dummies (actually, just anyone that isn’t a Creative Director)
Using Postcards in your Marketing Mix
Let’s face it, there is so much a postcard can’t do for you. It can’t show the depth and breadth of your product. It can’t create a shopping or browsing experience. And it won’t make your morning coffee. But a postcard is still a mighty marketing tool that you should consider adding to your marketing… Continue reading Using Postcards in your Marketing Mix
YOUR 5-MINUTE BRAND GUT CHECK
Think Different. Just Do It. Because you’re worth it. Each of these slogans are just as brilliant now as they were when they first arrived on the scene. One of the many reasons they have stood the test of time is because they are aspirational, but still relevant to each and every one of us.… Continue reading YOUR 5-MINUTE BRAND GUT CHECK
Businesses Are People, Too.
As 2018 came to a close and I archived my work for the year, it quickly registered that more B2B catalog pages moved across my desk last year than B2C catalog pages. A lot more. Catalogs play a critical role in B2B marketing in all the same ways they work in any consumer marketing mix.… Continue reading Businesses Are People, Too.
Why Account Execs Are Advertising’s MVPs
Schedule maven. Traffic cop. Budget keeper. Back in the day, these were interchangeable terms for account executives. And indeed, these responsibilities are still a part of an account exec’s role. But today, these unsung heroes are so much more to your business. They are expert marketing generalists, with access to the agency specialists (creative team,… Continue reading Why Account Execs Are Advertising’s MVPs
A Little Sin is Always IN
Want to spice up your marketing message? Just look to the Bible. Wait. What? #WhatIsSheTalkingAbout? I’m talking about the seven deadly sins, friends. Those transgressions which are fatal to spiritual progress. I know. Heavy stuff. But if you take a few steps back, squint a little bit, turn your head sideways ever so slightly and… Continue reading A Little Sin is Always IN
3 Ways to Gain Weight in 2017
(No, not you. Your catalog!) If you haven’t heard, the United States Postal Service has increased the piece rate weight limit for catalog mailings. As of January 22, 2017, your catalog can qualify for the Flat-Size Marketing Mail postal piece rate if it weighs 4.0 ounces or less (up from the long-reigning 3.3 ounces). With… Continue reading 3 Ways to Gain Weight in 2017