Breakthrough Creative – Part 4: Engaging Copy (jschmid.com)

Brands preparing for the end of the third-party cookie see one possible solution in email, judging by “Life after the third-party cookie,” a study by Lytics, done in conjunction with Sapio. Of the companies polled, 51% plan to spend more on email, and many see first-party data as critical to this effort. In general, 92% say first-party data is more important than ever. The most popular ways of using first-party data are to: *Create personalized content on websites — 56% *Predict customer behavior — 54% *Create more personalized emails — 48%. Almost half believe the end of third-party cookies will have a great impact on their marketing ROI. This includes 55% of financial-services marketers; 46% of beauty brands, 54% of media companies and 57%. of advertisers with budgets between $10 and $20 million.

You’ve probably seen Hydro Flask everywhere, on college campuses, hiking trails, and even around the campfire or climbing a mountain face. They’ve become a household name, which is impressive in a crowded competitive landscape with big-name brands and budget knock-offs. Hydro Flask, a digital-native brand, was ready to capitalize on its market position and expand into the catalog realm. They wanted to impact the holiday season and show people they’re more than just water bottles. They wanted something that could build on the success of their digital channels to reach their customers in a more powerful and tangible way. So they reached out to CohereOne and J.Schmid for help launching a catalog. Taking the leap to first-time cataloger is as dramatic as any adventure with a Hydro Flask bottle in your pack. It’s an exciting trek to build on their proven designs and draw in their customers in a new way. This catalog launch targeted holiday shoppers in Q4, allowing them to show off their full product line and connect with their loyal customers, showing them gifting opportunities and introducing them to new product lines. Read the Case study at: https://jschmid.com/portfolio/hydro-flask/

Along with “storytelling” and “authenticity” the word “community” gets tossed around a lot these days by brands and marketers alike. While all three of these terms, and the sentiments they carry, are often used as empty platitudes or attractive phrases to sprinkle in an ‘About Us’ page, in their best uses they come from a place of sincerity and real consumer ramifications. In a 2021 study from ebbo, ‘community’ was the second highest factor that contributed to customer loyalty after product quality. But what does community mean for a brand? How can it be grown and nurtured? What does it look like? To answer these questions I want to take a look at three different brands each instilling community with their consumers in vastly different ways. Some take place in online chat rooms, others in secret shopping opportunities, and some through in-person engagement. No matter how they approach it, each of these brands takes what people love about their products and their mission and create a space for that to flourish. read more at: https://www.jschmid.com/blog/creating-community/