Celebrating the Wins and Learning from the Losses

Integrating a strategic technology-driven extension is more than just a trend in direct marketing. It can be a game-changer. Applications such as Augmented Reality, Mixed Reality, Virtual Reality, Voice Assistant, Near Field Communication, or Video enable your mail to captivate your audience for a longer period, making for a more memorable brand experience that can expand the campaign’s reach. Most important, it can drive greater response. Augmented Reality (AR) adds digital elements to a live view often by using the camera on a smartphone. AR is more than QR codes. AR both heightens engagement with a mail piece and links it directly to the online channel to extend the sales process. Now, the USPS has made this even more enticing with the Emerging Technology and Mobile Shopping postal discount incentive which runs between May 1st — November 30th. This promotion provides a 3-4% discount depending on the complexity of the technology.

As digital avenues have become more popular among today’s consumers (and as a result among marketers and advertisers), an interesting trend has emerged over the last few years. Direct mail – flyers, coupons, postcards, catalogs, etc. – has seen a resurgence in its effectiveness and its ability to connect brands with consumers, grab their attention, and drive purchases and engagements. Recent research has shown that consumers are engaging with direct mail marketing materials at much higher rates than with digital marketing assets, and that those engagements are leading to higher response rates and purchases. Mail catalogs in particular have seen a huge boost in their overall response rate, reportedly increasing by 170% from 2004 to 2018 according to the Association of National Advertisers. And rather surprisingly, mail catalogs seem to be popular with Millennials despite their digital upbringings. Perhaps it’s because there were nearly 294 billion emails sent per day in 2019, with that number projected to steadily grow over the next several years. Or maybe it’s because consumers are starting to feel a little creeped out by the hyper-personalized digital ads they’re receiving as they visit their favorite websites and social media platforms. Regardless of why consumers continue to embrace physical catalogs, (digital fatigue, privacy concerns, nostalgia, or something else entirely), an increasing number of retailers are taking notice and taking action.

Catalogs have changed. For the better. They’re no longer intended to be your entire store in the mail. They’re not just a transactional tool anymore. They’re more than that. Consumers expect them to be more than that. Today, catalogs should do three things: disrupt, delight and drive people to action. This new blog series we’re calling “Disruptive Catalogs” focuses on the first of these three points. We’ll feature a series of articles that explain how your catalog can be disruptive in the mail, and in the hands of your customers. I’ll begin the conversation with some thoughts on how to properly and effectively showcase your brand on the pages of your catalog. Because as we know, everything starts and ends there—with your unique story. The thing that makes you special. https://www.jschmid.com/blog/disruptive-catalogs-part-1/