Marketing in a Pandemic: Why Print Might Be Your Saving Grace (arandell.com)

Marketing in a pandemic…how the heck do you do that?? A lot of us in the marketing world – including yours truly – have given this question quite a bit of thought since the start of the novel coronavirus. It’s been a crazy, frightening and ever-changing situation that seems to still be evolving more than half a year since it began. With many Americans cutting down their spending at this time, every blog post, advertisement or social media post might make you feel like Prince John and The Sheriff of Nottingham – the infamous villains in Robin Hood who regularly take advantage of the people of Nottinghamshire. In reality, all you really want to do is get the word out in a way that’s ethical, responsible and connects your product or service to people who feel it will make their life better. So, how do you responsibly go about marketing in a pandemic? click read more below...
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ACMA Cosponsors Aug. 10th Webinar on ‘Rethinking Catalogs’

Just a reminder to sign up for the upcoming free webinar, Rethinking Catalogs: New Technology, New Processes, New Economics, to be held on August 10th at 1:00 pm Eastern Time. Lands’ End Creative Director Daniel Hetzer and Inkjet Insight Founding Partner Elizabeth Gooding will discuss how catalog creative and production processes are adapting to new customer attitudes, technical capabilities and economic realities. Takeaways: • How shifting customer attitudes are affecting retail buying patterns • Objective approaches to measuring catalog and direct mail effectiveness • The impact of Covid-19 on cataloging • Trends toward personalization and customization that predate the pandemic and those that can be used effectively and efficiently • Consideration of new strategies for when to print, what to print and how to print. For more info and to register go to: https://us02web.zoom.us/webinar/register/WN_6eXQly3hTnmwD8mamsUJhg
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Campaign Building Blocks – Part 5: #Campaign Cheatsheet (jschmid.com)

As brands jump on the hashtag brand-wagon, one wonders if the effort truly makes a difference to the bottom line. Short answer? Absolutely. But, have some brands experienced major fails at achieving an ROI? Absolutely. Does it take a lot of effort and resources to get it right? Absolutely. Why even bother? Campaigns are an excellent tool to create brand awareness, drive traffic, engage customers, promote a product or service, boost social media followers and ultimately helps track and quantify your content. For a stale brand, a brand campaign is the perfect opportunity to blow new life into your business. click read more below to continue
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The Power of ‘Digital Indicators’ in Making Mail Decisions (cohereone.com)

One of the (many) advantages of working with CohereOne is the ability to aggregate data points from multiple sources to gain a clearer view on what can improve results for our clients. A strategy that has consistently stood out when we review results is the power of using “digital indicators” to identify customers who are more engaged with the brand when making selections on who to mail. We have found three that have proven to work in most cases: Email Opt-in vs. Opt-out: flagging your buyers on whether they have opted out of email marketing is a sure indication that they will not perform as well as buyers vs. those who have continued to hear from you. This delta is as high as 170% better for the opt-in buyers for one of our clients! click read more below for the rest...
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Sen. Hawley Unveils Bill Aimed At Curbing Personalized Ads (mediapost.com)

Republican Senator Josh Hawley, a frequent critic of tech companies, has unveiled a bill that would require web publishers to avoid personalized advertising in order to maintain their protections from lawsuits based on users' speech. “Big Tech’s manipulative advertising regime comes with a massive hidden price tag for consumers while providing almost no return to anyone but themselves,” the Missouri lawmaker stated Tuesday. His proposed “Behavioral Advertising Decisions Are Downgrading Services (BAD ADS) Act” would strip large web companies of the protection of Section 230 of the Communications Decency Act if the companies either engage in what he calls “behavioral advertising,” or allow users' data to be collected for such advertising.
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Campaign Building Blocks – Part 4: The Big Idea (jschmid.com)

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/
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ACMA Cosponsors Aug. 10th Webinar on ‘Rethinking Catalogs’

The ACMA is excited to cosponsor the upcoming webinar, Rethinking Catalogs: New Technology, New Processes, New Economics, to be held on August 10th at 1:00 pm Eastern Time. Lands’ End Creative Director Daniel Hetzer and Inkjet Insight Founding Partner Elizabeth Gooding will discuss how catalog creative and production processes are adapting to new customer attitudes, technical capabilities and economic realities. Takeaways: •How shifting customer attitudes are affecting retail buying patterns •Objective approaches to measuring catalog and direct mail effectiveness •The impact of Covid-19 on cataloging •Trends toward personalization and customization that predate the pandemic and those that can be used effectively and efficiently •Consideration of new strategies for when to print, what to print and how to print. Register at: https://us02web.zoom.us/webinar/register/WN_6eXQly3hTnmwD8mamsUJhg
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Direct Mail Still Delivers

It's the most responsive marketing channel. It reaches people at home and makes them feel good. Direct Mail still delivers. Learn how direct mail is driving results and how to apply it to your everyday marketing strategies through direct mail retargeting. see great information at: https://www.navistone.com/blog/direct-mail-still-delivers
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Campaign Building Blocks – Part 3: B2B Success (jschmid.com)

When we first think of brand campaigns, what immediately comes to mind are all the greats. You know the ones. Got Milk. Just Do It. But there have been some great B2B campaigns, too. Remember Staples’ That Was Easy? So simple it was brilliant. It tied Staples directly to the solution, and everyone from CEOs to summer interns had one on their desk. B2B marketers can and should consider campaigns as powerful tools in their arsenal. If done well, they build brand awareness; they can galvanize all your marketing channels around a specific hook, idea and goal; and provide the steady drumbeat of a consistent message to the right audience. To that end, the building blocks of a successful B2B campaign follow the same tenets as a B2C campaign. But there are some considerations to keep in mind when developing a campaign for a business audience. learn more at: https://www.jschmid.com/blog/campaign-building-blocks-b2b-success/
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Marketing Agency, Edit, part of the Kin and Carta plc, joins Two Sides

Two Sides are excited to announce its newest member, the Marketing Agency, Edit, part of the Kin and Carta plc. Edit are a bunch of talented data scientists, media experts, and technology architects who create marketing that matters by obsessing about less. They provide print media to their clients around the world, with a focus on accurately targeting the right audience, with the right message, at the right time. “Edit is delighted to become a member. We look forward to working with Two Sides to promote the sustainable story of print media and enhance our own sustainability story,” says Head of Media Solutions, Sarah Burns.
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