IAE To Unveil Framework, Tools For Mitigating Greenwashing (mediapost.com)

Understanding how to stand out in the mailbox is more important than ever in 2020 and beyond, especially so because of today’s competition for consumer attention. In fact, a 2015 study said the average American is exposed to anywhere between 4,000 and 10,000 ads per day. That’s madness! With the large majority of these being digital ads, this provides a huge opportunity for direct mail and print marketing campaigns. Though the average person’s mailbox is much less crowded now than it has been in decades, this competition for consumer attention is more fierce than it has ever been. That’s why when it comes to your direct mail marketing campaign, you need to be very calculated in your approach; understanding cost, attribution, average ROI and the overall health of your house file are vital considerations that must occur with the launch of any successful direct mail program. Click Read More below for details

The costs of digital advertising are skyrocketing. By some metrics, prices on major platforms such as Meta, Google, and TikTok grew by anywhere from 61–184% year-over-year in 2021. At the same time, returns are plummeting; recent changes in privacy policies, such as those by Apple, have made it more difficult to target ads to consumers, who are increasingly likely to tune out the advertising that they see anyways. All of these trends are making digital advertising increasingly unprofitable and ineffective, forcing companies to rethink their marketing strategy and spending. Increasingly, companies that are rethinking their strategies are turning to an analog method: physical paper catalogs. And it’s not just traditional retailers that are increasing their catalog investments either. Even online disrupters such as Amazon, Bonobos, and Wayfair have entered the catalog game. But does this mean that every retailer should consider a direct mail strategy? If not, when does it work best?

At J.Schmid, we know catalogs. But we also know that in order to stay at the forefront of change and innovation you need to be a student of your craft. We’ve learned what works, what doesn’t, and where unexpected opportunities may lie. This blog series will showcase our expertise, as we take an in-depth review of well known (and lesser known) brand catalogs, uncovering triumphs and explaining mistakes, because even the best catalog can always be better. I’ve chosen a catalog from a brand that I was unfamiliar with. This was the first time I’ve seen the ROKA catalog, so it gave me a chance to view it through a fresh, unbiased lens (pun intended). These guys sell glasses. But not just any glasses. They design and make performance eyewear for athletes. Interesting concept. I’ll point out three things ROKA is doing well in their catalog, and three things they might improve upon. Hopefully these observations will help you identify strengths or weaknesses in your own book. read more at: https://www.jschmid.com/blog/catalog-critiques-making-bad-good-and-good-better/