You’re Smarter. Avoid the Reduction in Revenue.

How to avoid a plunge in revenue. Stories from the trenches. In the past three years I’ve seen these three things happen to more than one client. Don’t be next. I write this as a perspective to any cataloger who is considering one of these paths. Email is not a 1:1 replacement for the mail […]

FIVE Catalog Design Fails

When assessing or critiquing catalog design I’m of the belief that every issue could “always be better.” However, most criticism points to small deficiencies that at the end of the day, do not make a big difference in overall results. Collectively they can make a big difference, but only if your catalog layouts truly stink […]

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 […]

Amazon, Athleta and Man-Buns

The Art of Keeping it Simple. “Simple is harder than complex.” – Steve Jobs Browsing through a catalog of one of my favorite brands, I found myself completely frustrated, to the point that I eventually threw the catalog aside. Why? Because they made it hard for me to shop. We are in an era where […]

Research You Can Use … Beyond Demographics

At some point in your marketing career you’ve probably heard someone make the statement “The research numbers don’t lie” as support for some strategic or creative point-of-view. And while that may be true, it’s not exactly the same as saying that numbers always tell the whole truth. Don’t get me wrong… I believe in research. […]

The Bribe or the Brand?

This holiday season, you’ll see more offers, promotions, teasers … well, more bribes to drive a sale than any other time of the year. With an expected holiday consumer spending more than $619 billion dollars, according to Internet Retailer, brands around the country are scrambling for their piece of the pie. Is the “bribe” necessarily […]

Catalog Overview – New Resource Available

Every year the DMA produces their Statistical Fact Book, filled with industry trends and statistics compiled to help marketers in their efforts. For the first time, they have included category introductions for each of the 14 categories, including catalog, Internet, email, search, mobile and social. If you are interested in purchasing your copy of the […]

Welcome to the hunt—now go have fun!

“Play is nature’s training ground for the hunt.” I think that line is somewhere in every nature show I have ever watched. (Queue the cute lion cubs wrestling.) For customers “the hunt” is finding the perfect item at a price they want to pay, then bagging it and taking it home to their dens. For […]

How one company grew sales from $2.2 mil to $80 mil in 3 years

Alex and Ani was founded as a jewelry-making company in 2004, based in Newport, RI. Giovanni Feroce became CEO in 2010, and in the past three years, has helped sales increase from $2.2 million to $80M, with on-line sales going from $200,000 to $30M. A&A now has 50 retail stores and 874 employees. Giovanni calls […]

Better Than Money—Herding Cats in 3 Easy Steps

I watched a wonderful video on creating drive for your employees based on a talk by Dan Pink. It turns out that while traditional reward systems work for mechanical skills they actually reduces drive for jobs that require cognitive performance. It seems counter intuitive but monetary rewards don’t work for jobs that require thought. For that you […]