Smart Strategy For A Smart Skincare Line (jschmid.com)

Join Us For An ANA Exclusive Webinar Featuring J.Schmid's Matt Fey Wednesday, November 30, 2022 at 10:00am Central. The thrill of victory. The agony of defeat. Any direct mail creative endeavor has the potential to go from “All hail!” to “Epic fail!” Join Matthew Fey, vice president and creative director at J.Schmid & Assoc. Inc., for an honest, amusing, and sometimes painful examination of why some creative efforts yield spectacular successes and why others, well, not so much. From high-fiving wins to head-scratching losses, examine a series of catalog and direct mail case studies from a variety of brands – including apparel, food, retail and more on the consumer side, with a few business-to-business examples thrown in for good measure. What went in to the creative decisions? How were they successful? And when they weren’t, where did they go wrong? Glean valuable lessons from both success and failure to get the most out of your direct mail creative. register at: https://www.ana.net/membersconference/show/id/MOC-SEP22E3

The U.S. Postal Service reported fourth-quarter 2020 revenue and service volume Tuesday, reflecting the end of a year of turbulence -- both pandemic and political -- including its impact on marketing. While the report did not offer explanations for the shifts, the bottom line was a pronounced decline in media-related revenues -- both marketing mail and periodicals -- although commerce-related shipping services soared. The decline in marketing mail -- 5.6% in revenue and -3.9% in volume -- is significant, given that the fourth quarter of 2020 included what would normally be an exception period of political direct-mail marketing, in what otherwise was a banner year for political media and marketing spending.

Along with “storytelling” and “authenticity” the word “community” gets tossed around a lot these days by brands and marketers alike. While all three of these terms, and the sentiments they carry, are often used as empty platitudes or attractive phrases to sprinkle in an ‘About Us’ page, in their best uses they come from a place of sincerity and real consumer ramifications. In a 2021 study from ebbo, ‘community’ was the second highest factor that contributed to customer loyalty after product quality. But what does community mean for a brand? How can it be grown and nurtured? What does it look like? To answer these questions I want to take a look at three different brands each instilling community with their consumers in vastly different ways. Some take place in online chat rooms, others in secret shopping opportunities, and some through in-person engagement. No matter how they approach it, each of these brands takes what people love about their products and their mission and create a space for that to flourish. read more at: https://www.jschmid.com/blog/creating-community/