Finding Meaningful Sales Attribution

Pre-internet, everyone talked about being top of mind. Ads made you top of mind with the customer, and no one knew how to attribute it to ad spend. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922) Attribution is a mysterious thing. You have […]

Part 1: August 18th is National Mail Order Catalog Day

August 18th is National Mail Order Catalog Day! What? Yes, it’s a day dedicated to catalogers everywhere. Seriously. Not kidding. As a catalog consultant, I often tell clients that cataloging is in my blood. Part of my DNA. I recall my first real job after I graduated from college: Macauley’s Office Supply in Detroit, Michigan. […]

Is sending something less relevant, better than sending nothing?

There in lies the conundrum for marketers, especially email marketers. If you send nothing, you get nothing back. If you send something that isn’t relevant, you get some sales but you also get unsubscribes, which are worse than nothing. Is sending something less relevant, usually discounts, better than sending nothing? That depends. I have heard […]

Yo Creatives, Your Job is Safe from Robots

If you are in the creative department, your job is safe for a good long while. Research scientist, and AI provocateur, Janelle Shane used artificial intelligence to try and name paint colors. She fed the AI 7700 Sherwin Williams color samples. Below are her results.   Enjoy your holiday weekend, secure in the knowledge that your future […]

Adobe is training me to be a jerk, #Adobe sucks

  A few weeks back I needed to work over the weekend to catch up from a bout with the flu. No one wants to give up a weekend to work, but sometimes there just isn’t another option. And then my computer went wonky, and then InDesign crashed, and then nothing worked. I was able […]

You won’t remember the pain

So right now, as you sit exhausted and numb from another holiday onslaught, take 5 minutes and write it down. Write down everything that didn’t work well. Write down what did work. Write down the things that made you go “Huh.” Write down the things that made you go “Wow!” Don’t worry about getting it right, […]

Rudolph and Catalog Trivia

It was 52 years ago today that Rudolph the Red Nose Reindeer aired on TV. But what you may not know is there’s an important connection to the catalog industry. Back in 1939 Aaron Montgomery Ward (of THE Montgomery Ward store empire) asked copywriter Robert May to develop a coloring book for store patrons. The […]

What is value?

This seems like an easy question to answer, but value isn’t objective. Each of us knows what we as individuals consider a value. For me a vacation value may be an upgraded spa package or admission to museums and shows included in the price. Value to someone with more disposable income may be limousine service […]

How I learned to be happy and love the chaos

This fall, I was honored to be asked to speak at the NEMOA directXchange conference as part of the Xpress talks. If you have not been to a NEMOA conference I can’t recommend them enough, and I’m not just saying that. Though most of the presentations are longer and more in depth, Xpress talks are […]