Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does this happen? Here is my very quick opinion. These brands have a combination of the following: 1. A flawed merchandise concept that is not unique, delivered with out-of-date benefits or sent to an audience the brand knows nothing about. 2. Bad math that doesn’t take into account mail efficiencies, an understanding of their own database, mailing to bad names at the wrong time or how the catalog model fits into a cross-channel world. 3. A lack of understanding of how to create a landscape of words and imagery that truly sell off the page and drive activity to either a website or store. I could go on, but those seem to be the top three. And, that’s all I’m going to say about it because I’d prefer to focus on WHY catalogs still work in this crazy, omni-channel world where new and shiny marketing tactics pop up every month.
Minneapolis-based Impact has acquired Plymouth, Minn.-based Infinity Direct in a strategic collaboration combining the talents and capabilities of two Twin Cities direct marketing companies. The collaboration allows key visionaries in direct marketing to grow the data analytics, multichannel direct marketing, fulfillment, and campaign management sides of both businesses.
“Finding another agency that shares our values and passion was incredible. Together we will have a complete direct response offering. We look forward to integrating the agencies to provide additional value and strategic guidance to our clients,” says Chief Executive Officer Jake Bruhnding.
Infinity President David Greenblat says, “At Infinity Direct we have believed for more than 25 years that being customer centric is the most important thing. We are excited to have found a team with values that align with ours. Putting customers first has always been our foundation – and it always will be.”
Both businesses will continue to operate independently while combining creative, data, direct, and digital talent to grow client partnerships.