Research that makes you say, “Oh crap!”

The research stopped me cold. And I seriously thought our team had it right … we didn’t. Let me back up to the beginning. At J. Schmid one of our mantras is that catalogs should DISRUPT, DELIGHT and DRIVE. I’d like to focus on the latter. Catalogs should DRIVE customers or prospects to DO something. […]

DESIGN MATTERS!

Design matters. I believe this with all my heart. In my 30 years of working with brands large, small and in-between have only deepened my belief in this simple statement. Unfortunately, there’s too much bland design in the marketplace today… design that could and should be so much better. I’m talking about the kind of […]

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. […]

Postcard Perfect

A 20-Point Checklist to Ensure a Successful Postcard Oftentimes, a brand finds that mailing a postcard makes more sense than a catalog. There are many reasons you might want to mail a postcard; including, the announcement of a customer-only sale, a new product introduction, a last chance deadline or even a seasonal sale. While this […]

Think Brand Campaign!

For years, the catalog model has worked. We knew who to mail, when to mail, what to mail — and it worked! It was down-right easy to turn a few knobs and create incremental response. And while the traditional model still works, it’s certainly not as formulaic as it once was. In fact, I think […]