Blog | What's going on in the world of marketing communications
For the past 30 years, printed catalogues have been consistently one of the most effective sales drivers for major retailers. Today's catalogues are much more likely to contain customer-engaging, rich content rather than just traditional product and price.


Despite the production process being improved in terms of efficiency, quality, and best of all, cost, some retailers are overlooking the opportunity to include this proven marketing tool into their new more digitally-oriented marketing strategies.

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In the world of fashion, the Helen Kaminski brand has become a "known" international name which stood for high quality, designer raffia hats and bags. Yet, the more successful they've become in terms of sales, the greater the need to control what they want the brand to stand for.
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One of marketing's toughest decisions these days is choosing the right channel to place content into the customers' hands, none more so than the debate between digital and traditional, "old-school" media.
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For those lucky enough to be at the Mumbrella360 conference in Sydney last week the "must- see" session was Amir Kassei's keynote speech on "Brands of Influence".

Kassei is DDB's Worldwide head of Creative. So why am I, a niche agency* principal, giving him airtime?

Simply because the concepts he advocates as well as the work he showcased were inspirational. And, in a world where we need more inspiration, his presentation was a breath of fresh air.
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Luring to store, keeping them there, upselling and cross-selling. That's been the goal of every retailer since Adam asked Eve "would you like fries with that?"

So when Urban Outfitters opened their new midtown Manhattan Herald Square store it was a chance to make a real statement.
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I first came across Gary Vaynerchuck on wine.tv around 3 years ago when he was just "The Wine Guy", not the greatest thing that happened to social/content marketing since the invention of the internet.

It was then that I got swept up with him and his enthusiasm at a different, which isn't to say less cerebral, level. And it's hard not to be swept up. He's just that kind of guy.
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We've been helping Freedom produce sales-boosting, award-winning catalogues and content for over 30 years. While it is probably way too early to pronounce the demise of the printed catalogue per se*, online catalogues have certainly become an increasingly significant part of the catalogue landscape.
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We ran a Short News article in the last Toolbox which appeared logical on the face of it and backed up commonly held perceptions of the death of shopping centres - "Sears and JC Penney Deserting Already Struggling Malls". But that really did shopping centres and their operators a great dis-service.
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Like anybody in marketing these days, I'm keen to make sure I'm up with the general trends at the leading edge of digital commerce. 

But two articles just published (on the same day!) had me carefully looking to definitions and distinctions to try and make sense of what's happening with M-Commerce in the near future.Given that the same organisation (Forrester) contributes comments to both articles is even more confusing!
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Here's an idea you might be able to work with when you're thinking about creating customer engagement - for your next catalogue, online web content, ad promotion - whatever.
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This case study looks at how CAS client Howards Storage World changed their marketing strategy from product-centric to content-rich - and the results they achieved.
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Macy's has been one of the great retail success stories of the last decade, but particularly since the GFC and the rise of online retail.

With 800 stores under the Macy's and Bloomingdale's brands, CEO Terry Lundgren has driven Macy's share price to 450% up on 2008, four times the S&P500 index. And, probably a linked metric, Macy's is now the 10th largest internet retailer by revenue after Netflix.
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