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 […]
This might sound strange coming from a guy who has been preaching the importance of being BOLD and taking risks to creative teams, clients and brands for three decades. It’s always been important for brands to grab people’s attention—to stand out—by doing unorthodox things. Sometimes, the crazier the better. But today, we need a new […]
Digital Summit is happening this week here in Kansas City, which got me thinking back to when I attended last spring. It’s a really cool conference, focused on the latest trends, technologies and best practices for staying relevant in the digital landscape. And, coming from someone who can practically fall asleep standing up, I can […]
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, […]
