Direct Mail Still Delivers

Retailers have always been at the forefront of consumer needs. They know their markets and have adapted to meet them. From blade signs to the metaverse, retail has transformed itself over and over. But like many things, trends can be cyclical. And what used to work, then didn’t work, can ultimately work better than before. How? Nostalgia is one explanation, but, more often, we find that while people evolve, they don’t ultimately change — at least not completely. People still want to connect with others. They need to engage, have experiences, explore, learn, be entertained and establish their position/identity within society. What we're seeing is that post-pandemic/quarantine psychology has elevated a renewed interest in physical engagements over digital. Thus, opening the once locked door to print marketing, direct mail and catalogs.

Dilly dilly. I’m lovin’ it. Get a Mac. Why is it so easy to rattle off the brands that introduced us to these catchphrases? Because Bud Light, McDonald’s and Apple are among the best at telling stories, catching us off guard and even making us laugh. They understand the power of a campaign and how disruptive a “big idea” can be. And how powerful it can be—helping us consider their products for the first time, or again in a whole new way. But for a campaign to reach—and disrupt—the most people, it must be executed across all touchpoints (in digital and in print). Which means your latest campaign absolutely belongs in your catalog. And not just on the opening spread. A catalog gives your brand multiple opportunities to separate itself with a big idea, and I’ll take you through three examples to prove it. See all 3 at: https://www.jschmid.com/blog/disruptive-catalogs-part-4/

A study released by R.R. Donnelley & Sons Company reveals marketer perceptions of macro trends impacting today’s consumers, which in turn influences the approach to reach them. The Macro Marketing Reportshowed primary concerns include shifting of buying power to new generations (89%), ESG-related concerns (84%), a changing political climate (80%), and workforce changes (78%). The company’s third annual marketing industry report found that while marketers are embracing new channels, such as the metaverse, they are also looking for innovative ways to leverage more traditional approaches. Marketers are turning to direct mail to engage with today’s digitally fatigued consumers, with nearly three-quarters (73%) reporting direct mail has either kept the same level of importance or increased in the last year.