What Will Catalog Marketing Look Like in a Post-COVID-19 World? (mytotalretail.com)

The coronavirus has been a life-changing event. We’ve never experienced anything like this before. Baby Boomers were young when polio was nearly eradicated with the Salk vaccine in 1955. At that time, very little was known about polio, which paralyzed and often killed young children. Science has greatly advanced since then. Even so, until we have a proven vaccine, the spread of COVID-19 will continue and the so called “new normal” will evolve and become even more of a reality with every day that passes.

COVID-19 has brought about changes in ways we never imagined. Changes in the way we shop, how we work from home, homeschool our children, entertain ourselves, and so much more. What we wouldn’t have imagined prior to the coronavirus is becoming the new normal today. Some of the changes we’ve made will revert back to the old way of doing things once the virus passes. Many of the changes will remain at least for an extended period of time.

Many consumer catalog and online businesses have seen a significant increase in response to the way people shop during the coronavirus — i.e., “The COVID factor.” The increase varies by product category. Those companies selling food and gifts, for example, have been challenged to keep up with the demand. Some of the order/revenue increase is coming from prospects. However, much of the increase that consumer goods companies are experiencing is coming from their own buyer or housefile. We’ve seen an increase in the rate of response and revenue per catalog from various buyer files.
the rest of the story at: https://www.mytotalretail.com/post/what-will-catalog-marketing-look-like-in-a-post-covid-19-world/

Related Posts

Celebrating the Wins and Learning from the Losses

The thrill of victory. The agony of defeat. Any direct mail creative endeavor has the potential to go from “All hail!” to “Epic fail!” Join Matthew Fey, vice president and creative director at J.Schmid & Assoc. Inc., for an honest, amusing, and sometimes painful examination of why some creative efforts yield spectacular successes and why others, well, not so much. From high-fiving wins to head-scratching losses, examine a series of catalog and direct mail case studies from a variety of brands – including apparel, food, retail and more on the consumer side, with a few business-to-business examples thrown in for good measure. What went in to the creative decisions? How were they successful? And when they weren’t, where did they go wrong? Glean valuable lessons from both success and failure to get the most out of your direct mail creative. Join Us For An ANA Exclusive Webinar ... All Hail or Epic Fail? Featuring J.Schmid's Matt Fey, Wednesday, July 13, 2022 at 12:00pm Central. Register at: https://www.ana.net/webinars/show/id/COMWW-220713

Stand Out in a Sea of Sameness (jschmid.com)

Disrupt. Delight. Drive. Three words that, together, form a mandate for our catalogs. From crowded mailboxes our books need to stand out and garner attention; pay off that attention with content that creates desire, and – ultimately – compel our customers to click, call or visit. It’s a tall order. And that first piece, Disrupt, is the 1st priority. If it doesn’t happen, the other two won’t. We could mail an 11” x 17” oversized book. That will get noticed. So would a ‘scratch and sniff’ cover? But most of us don’t have budget to add a bunch of bells and whistles just to make us louder than the other guys. I’m particularly mindful of this as I wade through the current flood of women’s clothing catalogs in my own mailbox, most of them conveying the long-suffering Spring + Early Summer + Mother’s Day mashup: covers graced with women pouring each other glasses of Rosé, or bikes with flower-filled baskets. Make no mistake: this is not a judgement, but a shared burden. What can we do—any of us—to stand out in a sea of perpetual sameness, when all we have to work with is the traditional, two-dimensional real estate of a catalog cover? For the rest of the story, go to: https://www.jschmid.com/blog/stand-out-in-a-sea-of-sameness/

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

Are you ready to skillfully apply the principles of human behavior to your direct mail marketing messages to gain a competitive advantage? Since people default to hardwired behaviors without giving them a thought, we can use that to drive them to the response we want. We will use those behaviors to trigger them to buy our product or service leading to better direct mail results. In part one of this series, we will focus on the decision-making process and how we can use it to convert more sales with direct mail.
Back To Top
×Close search
Search