Part 1: To see the entire presentation subscribe to Catalog University, cataloguniversity.com. To learn more about the directXchange Conference visit nemoa.org.
You may be "omnichannel,” but are you thinking about how best to deliver facets of your brand by channel? Or are you stuck in an old school catalog mentality? What works in catalog doesn’t always make it on the web, and visa versa, so a savvy brand manager needs to know when to ride a crest all the way to shore and when to bail and change tactics. The key is to peel back your brand to understand "the gritty" (content, products and supporting assets) and "the glossy" (creativity and humor) parts of how customers experience it. With that understanding, you can then examine how channels interact so you can best deliver on your "pure" brand experience.
We will dive deep into a view of what catalogers do well (and not so well), and how the catalog legacy may invisibly shape brands. And we’ll take a look at what it takes to move toward the omnichannel experience (hint: commitment). You’ll come away with tips about reading trends, using content as a big part of your marketing mix, and reacting daily so you can ride the big surf to mondo profits.