Mark Friedman, chief marketing and chief digital officer for AmeriMark Holdings, shared how paper mail can pay off for online retailers and other tidbits at IRCE@RetailX on Tuesday. Shoppers are so bombarded with ads on electronic screens, they may pay more attention to ads and catalogs that they can hold in their hands, Mark Friedman, chief marketing and chief digital officer for AmeriMark LLC Holdings, said Tuesday at the Internet Retailer Conference and Exhibition @RetailX in Chicago. Friedman offered insights and tips to retailers in his session “Dive In! Your Technology Game Plan Just Got Easier” during the Ecommerce Technology Workshop. “Customers today are still engaged with traditional marketing,” he said. “We still mail over 200 million catalogs a year.” Click Read More below for additional information.
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/