Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does […]
Tag: Lois Brayfield
Conducting an Omnichannel Business Audit
Omnichannel Marketing Part 3: How You Should Do It If you want your business to survive in the coming months, focus is the name of the game. Consider conducting an omnichannel audit, an in-depth review of your business that will allow for the creation of a blueprint you can act on with focus rather than… Continue reading Conducting an Omnichannel Business Audit
REI & Me
Customer Loyalty Part 10: A Customer Reactivation Story About 10 years ago, REI made me so stinking mad that I swore I’d never grace their check-out again. A brand-advocate no more, I huffed my outraged “customer-no-service” story to everyone that cared to listen. Their offense? They made me pay for return shipping on a few… Continue reading REI & Me
Ready to Mail? 3 Ways to Be Sure.
In a digital-facing world, any brand would be smart to think twice before adding print into the mix. And yet, several times a month we get inquiries from wholesale companies or online brands interested in testing mail for the first time. What would compel them to consider print? They reach out because they understand that,… Continue reading Ready to Mail? 3 Ways to Be Sure.
The Catalog’s Resurgence
In a world in which digital marketing continues to grow, a new brand is still mailing a catalog for the first time every month. That’s not the strange part, however. What is strange is WHO is mailing these catalogs: e-commerce retailers. Amazon, Wayfair, One King’s Lane and Everlane are just a few examples of formerly… Continue reading The Catalog’s Resurgence
Create Impactful Covers
Disruptive Catalogs: Part 2 PROVEN FACT! Your catalog cover is the number one creative opportunity to test and increase response. Why? It’s a “first impression” and your best opportunity to inspire action. First impressions are formed in a matter of seconds and if you greet your customers (or even worse, your prospects) with “bleh” your… Continue reading Create Impactful Covers
Catalog Critiques: Making Bad Good, and Good Better
Crate & Barrel, A Story of Unrequited Love I absolutely love Crate and Barrel. I love the way design meets function, in each and every one of their products. I love walking through their stores, being inspired by what could be. I love that their product designers take inspiration from around the world and bring… Continue reading Catalog Critiques: Making Bad Good, and Good Better
Marketing That Sings!
Last week I said the following to a fellow Schmidling (yes, that’s what we call each other): “Wow, we could really make their catalog sing!” What a strange idiom. Or is it? I love listening to my favorite musicians for a reason. Yip Harbor, who wrote Somewhere Over the Rainbow, offers the reason why. … Continue reading Marketing That Sings!
Knowledge-Based Creative
Part 4: The Physics of Creative What if I told you it’s possible to increase response by 5% or more? Sometimes returning to the proven foundations of effective catalog design can make that happen. Yes, the role of the catalog has changed over the last 10 years – dramatically. But what hasn’t changed is the… Continue reading Knowledge-Based Creative