The research stopped me cold. And I seriously thought our team had it right … we didn’t. Let me back up to the beginning. At J.Schmid one of our mantras is that catalogs should DISRUPT, DELIGHT and DRIVE. I’d like to focus on the latter. Catalogs should DRIVE customers or prospects to DO something. In […]
Well…literally almost everything. Their search engine has indexed over 30 trillion websites and executes billions of searches each day. “Google” is now used as a verb, joining the ranks of brands-become-eponymous terms like Kleenex, Band-aid and Frisbee. So what can Google teach us about human behavior online? Literally almost anything. Let’s do a thought experiment: […]
https://youtu.be/5bJL7wL_Y14 Ever wonder what it takes to manage a photo shoot? Take a peek at the Relax the Back photo-shoot for the 2016 catalog. Thanks to the talented Joe Carlson for filming this (www.joecarlsonstudio). And thanks to Jadie Card for her excellent Art Direction! Interested in receiving the catalog? Sign up here: http://buff.ly/1SRIjzr
Adding Human Behavior to Traditional RFM Models
Direct marketers are shoppers too. We can learn a lot just from observing ourselves as we make purchasing decisions, appending human behavior to our traditional RFM segmentation.
These Call-To-Action Best Practices Still Stand The Test of Time. Last week I received a magazine subscription offer in the mail that contained no less than 7 paths to respond, including but not limited to the traditional ‘place YES sticker here’ reply postcard, an 800 number and three online response options with separate, but corresponding […]
ARE YOU DENSE? Well, are you? Pick up your catalog. Flip through the pages. (Go ahead, I’ll just wait here.) What do you see? Do you see a beautifully spaced and paced experience that takes readers on the scenic route through your brand, a leisurely drive through your assortment? Or, do you see dense congestion, […]
by Chris Hayes, EVP Brand Strategy When Ferris Bueller said, “Life moves pretty fast…” he really wasn’t thinking about the world of marketing, much less social media. But he was unknowingly articulating one of the biggest challenges marketers face in their quest to understand and respond to the always-changing preferences of their customers… how to get timely, accurate […]
Your brand is your brand, no matter where you are. See the impact of brand consistency from all the way across the Atlantic. Join in a stroll through the Munich airport to see just how well a consistent brand message can be whether you’re in your comfort zone or thousands of miles away. Need […]
Case Study: Seventh Generation When it comes to household goods, specifically those in the cleaning, paper, and personal care product lines, I’m not sure if there is a better example of sustainability in practice than Seventh Generation. From the company name to their product ingredients, down to the containers their soaps and cleaners arrive in, […]
