We live in a world of instant gratification – one-click shopping and information at our fingertips via a quick search. Digital marketing is on a similar evolutionary path – nothing can beat digital in terms of its ability to respond quickly to an action on behalf of the consumer. Between SEO, SEM and email automation, […]
There are parts of marketing that are more scientific, like response analysis, strategic planning and tactical execution. Then, there are parts of marketing that are about people’s behavior, “people” usually being limited to consumers and customers. Guess what? Marketers are people too, and in our data driven world, we often overlook how those accountable for […]
Catalogs are a visual medium. This fact has not changed – even in a world where everything else seems to have evolved. This is good news for the catalog industry! According to recent science, the brain processes visual information 60,000 times faster than it takes the brain to decode text. Why is this? We understand […]
Understanding what goes into the adjustment of postage rates is like watching a computer wizard remotely dial into your computer to fix something. Until we go through the initial stage of total confusion, slog our way through understanding the basic things that make the machine run properly, and finally narrow it down to the few […]
Many catalogers today still approach their business as retailers first and marketers second. Retailers sell merchandise by focusing primarily on pricing and products. Marketers position their brands for success by introducing emotion into the mix. It’s easy to see why catalogers fall into the “price and item” trap. Consumers, when asked the reason for their […]
It’s frustrating to hear politicians talk about what they plan on doing, what their strategy is, how they’re more qualified to get things done…all without actually getting anything DONE! It’s just talk. They rarely execute any of these ideas. Unfortunately, this is also true of many brands today. Lots of great ideas, weak on execution. […]
Yes, mailing a catalog can be a powerful advertising tool. However, we realize its role has changed over the last several years. A successful catalog should DISRUPT your customer’s lives and get noticed. Once inside your catalog, it must DELIGHT with relevant products and stories that matter and finally, and most important, it must have […]
Invisible monsters, augmented reality and the future of catalogs So, how many Pokémon have you caught? You know, I used to chase invisible monsters through the park. They called me crazy. Today, everyone’s doing it. Who’s crazy now?! Pokémon GO is a legitimate pop culture phenomenon. Launched just this month, the free game app has […]
Why You Should Keep It Simple “Simple is harder than complex.” –Steve Jobs Browsing through a catalog of one of my favorite brands, I found myself completely frustrated, to the point that I eventually threw the catalog aside. Why? Because they made it hard for me to shop. We are in an era […]
