Well, it’s a new year and, according to the experts, retail in 2019 will be driven by new technologies and evolving consumer attitudes and preferences as buyer demographics continue to skew younger. It’s both new AND old news, in that we hear some version of this every year. However, that’s because it’s true. Marketers who […]
What’s worth more than topline sales? Ask J.Crew, who just killed two of its fashion brands and accepted the resignation of a CEO who was successfully turning around a sales slump. What the heck? Why let someone who was successfully driving the biggest sales increase in 5 years go? To understand, first you need to […]
T’was two weeks before Christmas, and all through the night The CMO was thinking “What can we do better? What are we doing right?” A Chief Marketing Officer (CMO) is the person who sits up at night worrying about the customer journey and brand messaging – especially in the weeks leading up to Christmas. The […]
It occurred to me the other day while I was noodling email subject lines (trying to eke out another 1 or 2% increase in open rate) that even if I was successful, it would only lead to a fraction of a percent of click-through improvement. We tend to call email marketing “consumer direct,” but really, […]
Lee Clow is a titan of the advertising industry, an undisputed creative heavyweight. As the global director of media arts at TBWA/Chiat/Day, he channels one of the most inventive minds the industry has ever seen. Steve Jobs brought him in to revolutionize the creative for Apple … twice. Oh, and Clow just happens to be […]
There’s an old saying in marketing: never mix branding and politics. It’s good advice, as mixing the two is usually a zero sum game. No matter what position you take, it’s likely that just as many people will agree as disagree. And yet, every day, more companies are wading into the political and social waters. […]
Last week Toys R Us closed their remaining stores, bringing a sad end to a 70-year old brand. In the final days of the store closings, for a brief time the top link on Reddit was a strangely poignant image of Geoffrey the Giraffe standing next to empty store shelves, waving goodbye. In the comments […]
Two J.Schmid clients recently made dramatic — and successful—changes to their catalog programs. Take a look at these case studies! Case Study #1 Challenge: A B2B marketer offering innovative merchandising solutions had a mature catalog program. Management’s goal was to transition marketing dollars to ecommerce and grow catalog sales. Solution: J.Schmid recommended a two-pronged approach. […]
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 […]
