The Loyalty Loop: Get it Right, Drive the Next Order

As part of its ongoing efforts to help mitigate greenwashing on Madison Avenue, the Institute for Advertising Ethics (IAE) is exploring the creation of a new industry entity that would help develop common standard and guidelines the ad industry can use to self-regulate the practice. The entity, dubbed “Common Consortium for Greenwashing Prevention” (CCGP) was disclosed in a letter sent to the Federal Trade Commission this morning, in response to the commission’s request for public comments to update the agency’s own “Green Guides” for the use of environmental marketing claims, which followed several congressional hearings last last year on the practice of greenwashing campaigns developed by major ad agencies and PR firms for fossil fuel marketers.

If you’ve been following J.Schmid’s blog posts recently, you’ve already enjoyed reading about the many ways to make your catalog stand out, from show-stopping covers to using devices that invite interaction. But what about rethinking the very construct of your catalog? What about developing a mix-it-up strategy? We know the traditional catalog format serves many purposes: it provides the real estate to express your brand and convey the breadth of your product selection. But the other truth is that you can also stand out in the mailbox, capture attention, and achieve multiple objectives by changing up your format every now and then. Here are five ways to think outside the catalog “box,” as it were. See more at: https://www.jschmid.com/blog/disruptive-catalogs-five-ways-to-mix-it-up/

Integrating a strategic technology-driven extension is more than just a trend in direct marketing. It can be a game-changer. Applications such as Augmented Reality, Mixed Reality, Virtual Reality, Voice Assistant, Near Field Communication, or Video enable your mail to captivate your audience for a longer period, making for a more memorable brand experience that can expand the campaign’s reach. Most important, it can drive greater response. Augmented Reality (AR) adds digital elements to a live view often by using the camera on a smartphone. AR is more than QR codes. AR both heightens engagement with a mail piece and links it directly to the online channel to extend the sales process. Now, the USPS has made this even more enticing with the Emerging Technology and Mobile Shopping postal discount incentive which runs between May 1st — November 30th. This promotion provides a 3-4% discount depending on the complexity of the technology.