The Staying Power of Catalogs

Catalogs are a tried-and-true instrument in a marketer’s toolbox delivering an in-depth product experience right to any home or office door. With the rise of the digital age, many thought that e-commerce would supplant catalogs, but the opposite has been true. Catalogs continue to hold their own as a marketing channel operating steadily alongside its digital brethren. Catalogs originated as a method to communicate product availability and highlight new goods. Now a company’s website functions in the same capacity and in real-time. Catalogs of today have evolved to serve as a means of inspiration, allowing consumers to visualize products in real-life situations with thoughtful detail and narratives. They also allow brands more room to tell their story and gain consumer trust. This can occur because, unlike the more frenzied pace of online shopping, catalog readers spend between 15 minutes to 30 minutes turning the pages and catalogs are retained for several weeks as a reminder to place an order, shop online, or visit a store.
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Let’s Talk About Brand Positioning (jschmid.com)

A while back I wrote a blog about price as an often-overlooked brand positioning tool. Marketers are always looking for ways to influence how consumers perceive their brands in an effort to build relationships that are more than simply transactional. They know that effective brand positioning helps separate them from the competition and not just capture, but keep a larger share of both consumers’ minds and wallets. Here are six of the most common positioning strategies that companies use. Depending on the product category, some will be more effective than others and all come with some potential drawbacks. Learn more at: https://www.jschmid.com/blog/lets-talk-about-brand-positioning/
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A Game Changer in Customer Reactivation (cohereOne.com)

As many of us know, it’s easier and more profitable to reactivate a lapsed customer than trying to gain a new one, whether through digital, postal or retail. There are many techniques that are deployed in order to identity the proper audiences in the offline world, such as RFM+ segmentation and optimization, or modeling through a co-op. All of these techniques are tried and true and should continue to be used to identify the appropriate reactivation group for any campaign. But now there is a new player in the game and it’s proving to be a game changer. CohereOne has had a long-standing relationship with the digital company 4Cite, leaning on their technology to drive many programs, which has increased our client’s digital performance. Using their digital data, 4Cite could identify the postal address for anonymous site browsers and/or cart abandoners, and thus we quickly determined that we should be using that powerful data in our postal efforts. Learn more at: https://cohereone.com/a-game-changer-in-customer-reactivation/?utm_medium=email&_hsmi=107235557&_hsenc=p2ANqtz-9ESPdGAIhmNcVSGZR77As1qmy4lY9GqSh2PQ9NzBP9Kv4yqujTZTJsfpoWxLiFkdMvnjrIsPwNHFtnsS51cux8k_J2E-IohhzmZ_lBHIiBqBPTApg&utm_content=107235557&utm_source=hs_email
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Could a COVID-19 surge lead to shutdowns at L.A. ports? Officials plead for dockworker vaccines (latimes.com)

Nearly 700 dockworkers at the twin ports of Los Angeles and Long Beach have contracted COVID-19 and hundreds more are taking virus-related leaves, raising fears of a severe slowdown in the region’s multibillion-dollar logistics economy. A growing longshore worker infection rate, which parallels the surge of the virus across California, is exacerbating a massive snarl at the ports due to a pandemic-induced surge in imports. Port executives, union leaders and elected officials are mounting an urgent campaign to initiate dockworker vaccinations, fearing that a labor shortage could force terminal shutdowns. “We’ve got more cargo than we do skilled labor,” said Eugene Seroka, executive director of the Los Angeles port. “We are told 1,800 workers are not going on the job due to COVID right now. That can [include] those who are isolating through contact tracing or awaiting test results. Or maybe [those who] fear ... going on the job when a lot of people are sick.” more at source: https://www.latimes.com/business/story/2021-01-20/covid-surge-hits-la-ports-increasing-need-for-vaccines
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Metsä Board starts pre-engineering for paperboard capacity expansion

Metsä Board aims at strengthening its position as Europe’s leading producer of folding boxboard and plans to increase its production capacity. The company has started pre-engineering for increasing the annual production capacity of folding boxboard machine BM1 at the Husum mill in Sweden by approximately 200,000 tonnes. The pre-engineering phase includes also an evaluation of the mill port’s capacity for increased volumes of raw materials and finished goods. The planned investment would further strengthen Husum BM1’s position as the biggest folding boxboard machine in Europe. The final investment decision is subject to the results of the pre-engineering phase. The readiness to make the final investment decision is expected to be achieved in the summer of 2021 and the ramp-up of the additional capacity would start in 2023.
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Husum’s paperboard production planned to be increased and the pulp mill renewal proceeds

Metsä Board announced its plan to strengthen its position as Europe’s leading producer of folding boxboard by increasing production capacity. The company has started pre-engineering for increasing the annual production capacity of folding boxboard machine BM1 at the Husum mill in Sweden by approximately 200,000 tonnes. The pre-engineering phase includes also an evaluation of the mill port’s capacity for increased volumes of raw materials and finished goods. The planned investment would further strengthen Husum BM1’s position as the biggest folding boxboard machine in Europe. The readiness to make the final investment decision is expected to be achieved in the summer of 2021 and if the investment is implemented the ramp-up of the additional capacity would start in 2023.
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Catalog and Digital Marketing … The Future is Here Now (mytotalretail.com)

2020 is a year we will always remember, yet one we would like to forget. It was a year that changed our lives forever. Some have been affected more than others, but we all have a story to tell. People talk about “the new normal,” but what exactly does that mean to retailers and direct marketers? Let’s take a walk into the future and see what it looks like. Actually, we're living the future now. Several of our clients cut circulation in early 2020 in light of the advancing pandemic. They reduced their marketing efforts in anticipation of what was to come. It was the logical action to take, but for many consumer mailers, it was the wrong thing to do at the time. Revenues increased unexpectedly and remain strong today. Trips to retail stores reduced by at least half, and consumers went online to order gifts, apparel, home furnishings, food and other products. COVID changed the way we shop. It also leapfrogged us into the future. From a marketing standpoint, 2020 looks more like what we would have expected five years from now. read more at source: https://www.mytotalretail.com/post/catalog-and-digital-marketing-the-future-is-here-now/
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Amcor’s single-serve plastic bottles and flexible packaging reshape dairy industry

As a keynote sponsor of the 2021 International Dairy Forum, Amcor will demonstrate how it’s reshaping dairy packaging by offering more sustainable solutions and innovative design and delivery, extending shelf life for customers. In addition, Amcor will highlight the latest developments in sustainability and dairy packaging solutions during a webinar Feb. 16 at 1 p.m. EST. The webinar will be hosted by IDFA. “As consumer demands increase, brands know they need smarter and more sustainable packaging strategies in order to break from the pack and truly differentiate themselves,” said Carmen Becker, Vice President and General Manager, Amcor Rigid Packaging, Specialty Containers. “We offer the capabilities that are best suited to meet strong growth in key dairy segments through stellar design, one-of-a-kind preform technology, and industry-leading manufacturing.”
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American Meteorological Society Journals Launch on KGL PubFactory

The American Meteorological Society (AMS), the leading scientific and professional organization promoting the advancement of atmospheric, oceanic and hydrologic sciences, has launched its new online journals platform on KnowledgeWorks Global Ltd. (KGL)’s PubFactory platform. The new AMS website (journals.ametsoc.org) hosts all content from the Society’s 11 prestigious peer-reviewed scientific journals, including the Bulletin of the American Meteorological Society (BAMS). Following an extensive review of site requirements with AMS leadership, KGL PubFactory managed the comprehensive web development project and site migration process for the full archive of 117,000 journal articles dating to 1920. In addition to the online hosting platform, AMS is now working closely with KGL to streamline and optimize its journal production workflow and processes, adding services such as web-based proofing to help accelerate publication, contain costs, and improve the author experience.
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Sappi Renews With U.S. EPA SmartWay® Transport Partnership For 12th Consecutive Year

Sappi North America, Inc. announced that it has extended its current SmartWay® Transport Partnership, an innovative collaboration between U.S. Environmental Protection Agency (EPA) and industry. The SmartWay Transport Partnership provides a framework to assess the environmental and energy efficiency of goods movement supply chains and benchmark overall performance. This is Sappi's 12th consecutive year as a SmartWay Transport Partner, and the company will continue to contribute to the Partnership's savings of 279.7 million barrels of oil, $37.5 billion in fuel costs and 134 million tons of air pollutants. This collective effort is the equivalent of the annual electricity use in 18.2 million homes. By being a part of the SmartWay Transport Partnership, Sappi demonstrates its strong environmental leadership and corporate responsibility. As a certified shipper partner, Sappi utilizes carriers that leverage technology and design to minimize their collective carbon footprint. Sappi works toward increasing the amount of freight moved on intermodal and rail as well as increasing the amount of freight moved on certified carriers.
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