FWD The Forum For Retail Brands

In another sign of the toll that macroeconomic disruption has been taking on the ad economy, more than a third of advertisers (35%) say they have reduced their 2022 advertising budgets due to increasing inflation and/or disruptions in their supply chain. While most of the executives who have cut their ad budgets said they have reduced them by less than 20%, the median was 15% among all of them. The good news is the percentage saying they have reduced their 2022 ad budgets due to the economic factors is down from 40% who said so in a similar survey conducted by Advertiser Perceptions in July and August.

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? Learn more at: https://www.jschmid.com/blog/stand-out-in-a-sea-of-sameness/

That's right! Sign up for NEMOA's Fall Summit in Boston Harbor, MA and save 15% by using our code: BRD15. You'll join J.Schmid President & CCO Brent Niemuth as he delivers a keynote session on Messaging That Matters: Creating Powerful Content Across Channels. But that's not all! In addition to the Keynote Address, Brent will lead a hands-on workshop with Cindy Marshall, Founder & CEO of SHINE Strategy and Jason Baer, VP Sales & Marketing of Vermont Teddy Bear. This interactive session will explore the latest trends in Print Marketing. It's perfect for marketers who want to do a deep-dive into Strategic Planning, Merchandising, Creative & Messaging, Formats, and Circulation. Space is limited so register now! If you're not already familiar with NEMOA, here's what you need to know: • It's the only summit for true omnichannel marketers, helping brands harness the power of print in the marketing mix. • The thought-provoking discussions and enriching sessions are 100% guaranteed to drive actionable insights. Register at: https://nemoaevent.org/?utm_source=marketo&utm_medium=NEMOA&utm_campaign=website