Disruptive Catalogs: 5 Ways to Mix it Up (jschmid.com)

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/

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The Amazon Catalog: The Good, The Bad, and The Ugly (jschmid.com)

Receiving the Amazon catalog in the mail seemed like an industry event. The biggest online retailer in the world mailing a catalog? For many of us that grew up in the catalog world, we felt vindicated; print is powerful. But with all the muscle in the world, how do you think their catalog stacked up? Did they take advantage of the power of this media or did they miss the mark? Is there anything we can learn from their efforts? Let’s dig in and see … https://www.jschmid.com/blog/the-amazon-catalog-the-good-bad-ugly/

Print! (Even When Paper Supplies are Low) (jschmid.com)

Not enough paper for your catalog? Direct mail to the rescue! If catalogs are a main part of your marketing mix, then you know how valuable they are for driving sales and maintaining customer loyalty. But, with today’s supply chain challenges, you may be having trouble finding paper and press time for your full mail plan. The challenge with a catalog is that only a few printers do it well and it uses a fair amount of paper. With current capacity issues at printers and limited paper supply, it’s hard to get a catalog (or all of your catalogs) in the mail. So, what to do? Don’t stop mailing! According to the ANA 2021 Response Rate Report, direct mail drives the highest ROI for all media. Physical mail drives engagement so consider other forms of direct mail in place of the catalog. Learn more at: https://www.jschmid.com/blog/print-even-when-paper-supplies-are-low/

Customer Loyalty: A Reactivation Story (jschmid.com)

About 10 years ago, REI made me so stinking mad that I swore I’d never grace their check-out again. A brand-advocate no more, I huffed my outraged “customer-no-service” story to everyone that cared to listen. Their offense? They made me pay for return shipping on a few items that didn’t fit. And worse, because I didn’t get my way, I decided the phone rep was rude and dismissive. Yes, I’m guilty of perpetuating the “all-about-me” attitude pervasive in the consumer world. WORD OF CAUTION: YES, one bad experience can ruin a customer relationship forever. And the reason can be as petty as feeling dismissed. But then, darn it, suddenly I couldn’t avoid them – they were everywhere. Read more at: https://www.jschmid.com/blog/rei-me/
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