Campaign Building Blocks – Part 6: Killer Campaigns (jschmid.com)

We’ve spent the last several weeks bringing you tips and tools to create a campaign that’s not only exciting, but memorable. Because regardless of your goal – changing perception, creating brand awareness, boosting social media engagement or reactivating lapsed customers – nothing will happen if your campaign fails to grab attention and leave customers with a clear takeaway.

So now that you’re armed with the info you need (see Campaign Building Blocks, Parts 1-5), let’s dive into a few of the best ones. Which B2C and B2B brands have been successful in delivering killer campaigns that connect on a basic, human level? Grab your coffee (or cocktail, depending on what time you’re reading this) and we’ll take you through three well-executed examples.

see the top 3 at: https://www.jschmid.com/blog/campaign-building-bloacks-killer-campaigns/

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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/

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In a world in which digital marketing continues to grow, a new brand is still mailing a catalog for the first time every month. That’s not the strange part, however. What is strange is WHO is mailing these catalogs: e-commerce retailers. Amazon, Wayfair, One King’s Lane and Everlane are just a few examples of formerly online-only brands that took the leap into the catalog sphere. Ironically, one such catalog I received in the mail is called “OnlineShoes.com”! Furthermore, brands which have traditionally sold through brick-and-mortar stores are increasingly adding catalogs to drive traffic to both their website and stores. In many cases, these brands have discovered that by adding a catalog to the marketing mix, customer value increases fourfold! According to the Direct Marketing Association, close to 90 million Americans currently purchase from a catalog. Interestingly, nearly 60 percent of them are women. So why do catalogs still work in a digital world? Check out our recent blog to learn more at: https://www.jschmid.com/blog/designed-for-growth-the-catalogs-resurgence/

Increase Direct Mail Response with Behavioral Science: Part One (piworld.com)

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