Lois Brayfield, CEO
Originally published in February 2014 on the LogMyCalls blog; Interview by McKay Allen.
Tell us a little bit about J.Schmid, your role there, and the type of companies you work with.
J.Schmid is a boutique direct marketing agency that specializes in Omni channel strategies. For over 30 years we’ve been helping our clients embrace growth through direct marketing strategies, brand development, strategic catalog design and prescriptive analytics. As CEO, I work with clients to connect the dots between consumer insights, behavior and data to creating messaging and marketing campaigns that grab attention and increase response. The genesis of our brand is in catalog design and catalog marketing, and while most of our clients still mail a catalog, all of them embrace multichannel strategies. Some of our clients include Orvis, Jockey, New Pig, Garnett Hill, Relax The Back, HoneyBaked Ham, Legal Seafood and Journeys.
What are the biggest mistakes marketers make in communicating with prospects?
Not understanding how to grab attention with messages that matter and then connect with them on an emotional level. Neuro-marketing research has proven that consumers base purchase decisions on emotional reasons, often not realizing they are doing so. It’s not that rational benefits don’t make a difference, or grab attention but understanding the basic human need you are offering is critical.
How has the direct marketing industry changed in the last 5 years?
Direct marketing has changed in almost every aspect. The easier question would be “where has it NOT changed?” But more than anything, the consumer has changed. Consumers choose how, who and when they will be marketed to. And guess what? With a changed economy, authentic value MUST be evident.
As marketers we compete with up to 5,000 other messages a prospect might see in a single day, so we have to be in the right place at the right time with the right, compelling message. And to make it even more interesting, we have dozens of online tactics thrown into the mix.
It’s critical that we truly understand our target audience and this often requires research. Only then can we truly craft messages that matter.
What changes do you see in direct marketing the next 5 years?
I see direct marketers beginning to act like traditional brand marketers and vice versa. The lines have certainly blurred. It will be critical that we begin thinking about marketing from a brand and strategic point of view, creating easy decision paths for our customers and prospects.
Technology will continue to leap frog to the next great thing and we must be careful to stay focused on the consumer and where THEY are going … not chasing shiny new tactics. But with technology, more options will be available to craft highly personalized shopping experiences that mirror customer behavior.
What are the biggest design mistakes marketers make?
By far the biggest mistake is trying to be all things to all people. This includes the mistake of not taking risks or being “too safe” in our presentations. While following best practices is important, it’s even more important that we create a landscape of words and pictures that appeal to consumers on an emotional level and this often requires risk, time and out-of-the-box thinking.
Some people malign direct mail, but it seems to still generate really good results if it’s done correctly. Is that true?
Absolutely. Print is not dead and this has been proven in multiple tests and proven with research. Direct mail can be highly targeted and acts as a proactive “tap on the shoulder” that recipients tactilely hold. They must DO something with it. A website is not proactive. With that said, direct mail is an important part of an omnichannel strategy and in many cases, becomes the number one driver to both online and store activity.
Tags: direct marketing, Lois Brayfield, multichannel