A Game Changer in Customer Reactivation (cohereOne.com)

Chances are, you’re currently trying to reach your audience in a variety of ways. Maybe digital ads, search, social media, catalog, direct mail and your retail environment. What if you could tie all those efforts together with a single creative concept—a “Big Idea” that unifies all of those touchpoints? And what if that consistent message was delivered in such a unique and bold way that you now stood out from the competition? People now notice you. They remember you. And now they will consider you. THAT’S the power of a campaign. Learn more at: https://www.jschmid.com/blog/the-impact-of-omnichannel-integration/

It all started with the love of an island. After decades of running a successful diving business on St. John in the US Virgin Islands, the business owners could feel that there was just more that they could offer. They saw an opportunity to tap into the island lifestyle and offer more: leisure wear, swim, and diving gear, even home décor; to build a lifestyle around the island life. But with limited existing product, and no existing tangible brand beyond the diving business to speak of, where does one start? That’s where J.Schmid came in. We started with research to understand the unique connection that people have to the island; then we used that learning to craft a brand story, and bring it to life in words and pictures. Read the case study at: https://www.jschmid.com/blog/portfolio/low-key-branding-case-study/

Why are marketing campaigns so effective? What is the secret behind the good ones that people remember and talk about (REI’s “Opt Outside”)? Quite simply, a BIG IDEA. The best marketing and advertising over the decades have always been driven by a singular great idea (“Got Milk?”). A core idea that ties everything together. An idea that resonates with the audience and makes them think about your product or service in a different way. Remove that big idea and all you’re doing is selling products, just like the other brands. Blah. But when you build your marketing efforts around a campaign, and use that “big idea” consistently across all touch points, it’s more likely to get noticed, more likely to be remembered, and more likely to engage people on a human level. In other words, campaigns work. It’s no secret that I’m a huge Beatles fan, so once again, I will use them as a way of illustrating my point. When Paul McCartney was thinking about a different way to go about recording a new album in 1966, he came up with a big idea that would drive the entire creative process. What if the four lads took on a different persona, actually changing the name of the band? What if they reinvented their identity just this one time? much more at: https://www.jschmid.com/blog/campaign-building-blocks-the-big-idea/