Inside the Envelope

Do you have a favorite catalog? In days past, the Sears Christmas edition or the Lana Lobell fashion catalogs were the birthplace of many shopping addictions. But though these nostalgic beauties hold a special place in many hearts, catalogs certainly haven’t disappeared from today’s marketing landscape. Companies like L.L. Bean, Ikea, J. Crew, and Athleta continue to dominate sales through the distribution of printed catalogs. And people enjoy reading them. According to USPS, 47% of people set aside catalogs to read later, and 84% of consumers said they genuinely enjoyed receiving unexpected catalogs from places they had previously shopped. Enthusiasm has soared – response rates from catalogs has increased 170% from 2004 to 2018!  Using Hard Copy Catalogs in Your Omnichannel Marketing With a decrease in printed mail, today’s paper catalog is primarily a marketing tool – one of maximum potential during the holiday season. The most sophistic...

In a noisy marketplace, businesses must work smarter to grab prospects and lock in loyalty. But the desire for relationship is mutual. According to Cheetah Mobile marketing director Josh Ong, customers don’t just want to buy, they want to buy into something: “Millennials are more likely than any other demographic to be brand loyal. But millennials don’t choose which brand to be loyal to at random, instead, they are highly attuned to the story that a brand tells, as well as the values that brand exhibits.” No one can resist a good story! Need proof? Here’s a fun brand story from eyewear retailer Warby Parker : Warby was founded as a rebellious upstart to tackle the problem of expensive eyewear because of a frustrating personal experience. During a backpacking trip, one of Warby’s founders lost his glasses. Since he was a broke grad student, he couldn’t afford to replace them, and he spent the rest of the semester squinting. By circumven...

With the oldest of Generation Z graduating and entering the workforce, it’s time to set your sights on this powerful consumer demographic. Who are these Gen Z individuals, and what is the most effective way to reach them? While many media companies have written them off as “screen addicts,” Gen Z is actually very nimble, engaged, and unique. Here are a few facts to consider: As of 2020, Gen Z makes up more than 40% of U.S. consumers. Born after 1996 , most members of this generation are not yet old enough to vote. Generation Z represents the leading edge of the country’s changing racial and ethnic makeup. 52% are non-Hispanic white, 25% are Hispanic, 14% are black, 6% are Asian. Gen Z logs on to social media for roughly two hours and 55 minutes each day. This is almost an hour longer than the average millennial. Want to engage younger prospects? Here are five tips to consider: 1. Diverse images are extremely impactful Gen Z has a natural awar...

Have you exited a bathroom without realizing there was toilet paper on your shoe? Or awkwardly tried to make conversation with someone who had food on their face? Whether someone is clumsy in conversation or they have really bad breath, a lack of self-awareness can profoundly hinder their reputation or influence. Success Starts in Relationships What is self-awareness? Self-awareness involves being aware of different aspects of the self: including traits, behaviors, appearance, and feelings. Researchers find two areas of self-awareness to be especially important in leadership: Internal self-awareness:  This represents how clearly you see your values, passions, aspirations, fit with your environment, reactions (including thoughts, feelings, behaviors, strengths, and weaknesses), and impact on others. Internal self-awareness is associated with higher job and relationship satisfaction, personal and social control, and happiness. It is negatively related to anxiety, stress,...

Who doesn’t love a good party?  As we move toward year-end holiday gatherings, many of us look forward to gathering with friends and family. However, a party is only successful if people actually COME, and most people attend for one primary reason -- they were invited! Attractive Envelopes Invite People to “Come on In”  The same principle is true in business.  A mailing is only as effective as its response rate, and an envelope serves as a great invitation to dig deeper. Custom envelopes are a simple tool that dramatically increases reader response. In a world of distraction, envelopes serve as a soft introduction, inviting people to “come on in” and experience more of what you have to offer. Thoughtful, creative envelopes will entice people to dial into (and not discard!) the message you have carefully crafted. Do you want to expand your business by reaching new prospects? Current direct mail statistics are exciting! The 2018 Direc...

Although postcards are one of today’s beloved print pieces, they had a humble beginning. The earliest postcard dates back to 1840 when an English man named Theodore Hook sent one to himself. By 1861, the US Congress allowed privately printed cards, weighing one ounce or under, to be sent through the mail. That year, John P. Charlton copyrighted the first postcard, and by 1901 postcards were a regular part of mailed communication. Generate Huge Exposure with Just One Mailing Fast forward a century.  Postcards are now an essential marketing option for many businesses, and with good reason. These versatile tools represent a huge opportunity for companies that do it right. And the results are compelling. One real estate agent makes $5,000 to $20,000 in commissions every time she runs a direct mail campaign. A Texas dentist added six figures in new revenue thanks to one mailing. And a financial services firm spent a few thousand dollars to net dozens of new clients with...

Several years ago, a truck driver tried to pass under a low bridge. Underestimating the truck height, the driver became firmly lodged under the bridge, unable to move his vehicle forward or backward. Emergency workers and city engineers gathered onsite, debating whether they should dismantle the truck or chip away parts of the bridge. Each proposed a solution most aligned with their area of expertise. Just then, a boy walked by, observed the intense debate, and made a casual comment. “Why not just let the air out of the tires?” When the solution was tested, the truck squeezed forward with ease, suffering only slight damage to his cab. The specialists were amazed at the solution and also by the fact that they were initially blind to an answer a child could easily recognize.  A Human-Centric Way of Thinking This story symbolizes the struggles we face when the most obvious solutions are hard to recognize. That’s just one reason strategic design thinking h...