In the last blog post written by my colleague, Michelle Houston, she demonstrated the symbiotic relationship that postal retargeting shares with digital marketing. She also articulated why it’s vitally important to integrate postal retargeting into the marketing mix. I couldn’t agree more. I wanted to continue on that thread of print being a digital champion Read More Print is the New Digital Champion – Part II
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Print is the New Digital Champion
Recently, I sat down with Lois Brayfield, CEO of J.Schmid, to chat about challenges and opportunities around brand position across channels. During this conversation, she mentioned the phrase, “Print is the New Digital Champion” and how they are using this in their client conversations. That discussion and Brent Niemuth’s video resonated with me so much Read More Print is the New Digital Champion
The Holy Trinity: Product + Service + Mission
This has nothing to do with religion, so that might have been clickbait. In the world of omnichannel marketing, I’m talking about the holy trinity as: the product one sells, the service one provides to customers, and the mission by which one runs a company. The purpose of this post is that I want to Read More The Holy Trinity: Product + Service + Mission
What Lessons Can the Modern CEO Learn from Julius Caesar?
I have a confession. I am absolutely fascinated by all-things history. It’s an unquenchable thirst–my wife calls this a compulsion–but whatever. To-MAY-to, to-MAH-to. Those who know me understand studying ancient Greek and Roman civilizations is one of my great passions. However, what may not be as clear to the casual observer is why this period Read More What Lessons Can the Modern CEO Learn from Julius Caesar?
Mailers: It Pays to Test Paper Stock
Whenever our team meets with a client to review results and current best practices for mailing, we inevitably hear the same question: how can we lower our printing and postage costs? It is a pain point to write that check to the printer, plus, the USPS requires postage payment upfront – there is no getting Read More Mailers: It Pays to Test Paper Stock
The YOU in Team
The retail landscape has become more complicated over the years, but as direct marketers, our mission remains the same: to find a group of people that desires a set group of products or services and lead them to a place where they can learn more about them (a store, website, etc.). I call it “inviting Read More The YOU in Team
The Best Predictor of Future Behavior is Relevant Past Behavior
Let’s begin by affirming a core belief. It’s one that our agency, CohereOne, considers foundational in terms of service to clients and our interactions with partners. It’s one that the direct-to-consumer advertising ecosphere (inclusive of retail brands, as well as companies in service to those brands) deeply believes. The best predictor of future behavior is Read More The Best Predictor of Future Behavior is Relevant Past Behavior
Importance of Proper Testing and Evaluation
Recently at the CohereOne Marketing Summit during the pre-conference intensive, we reviewed direct mail testing ideas, how to properly set them up, and how to accurately evaluate the results. During a portion of the presentation revolving around how to properly read the results of a test, I noticed many people in the audience looking wide-eyed Read More Importance of Proper Testing and Evaluation
Integrating Digital Channels into Your Marketing and Circulation Plans
The marketing landscape has changed very dramatically since I started in the industry. Ten years ago, catalog marketing was thought to be complex, but in hindsight, it was reasonably straightforward. Fast forward to today and incorporating several digital marketing channels now affords far greater insights into boosting catalog and direct mail performance. Typically, when we Read More Integrating Digital Channels into Your Marketing and Circulation Plans
It Pays to Incorporate Segmentation
This year at our annual Integrated Marketing Summit, I taught a workshop discussing the ways retailers should incorporate segmentation to boost topline sales and increase bottom-line profits. Segmentation and relevancy would also help to counteract the continued decline in open and click-through rates as indicated in our annual benchmark report below. As the volume of Read More It Pays to Incorporate Segmentation