J. Schmid & Assoc. Inc.

J. Schmid & Assoc. Inc.
Share

J. Schmid & Assoc. Inc.

 •  April 20

Marketers are accustomed to thinking of their customers in terms of “generations.” Based on when you were born, you may be a Baby Boomer or a member of Generation X, Y or Z. These categorizations help us understand the consumer behaviors that ultimately drive everything from the products marketers sell to the way they “talk” to their...

Dollar Shave Club was the first one I remember. In 2012, just a year after they launched the brand, they uploaded a video titled “Our Blades Are F***ing Great.” And while they pulled their punch with bleeps and asterisks, it still had some shock value. And it worked! The brazen video got shared millions of times, and the video prompted 12,000...

J. Schmid & Assoc. Inc.

 •  March 29

Serious car accidents spiked by 17% the Monday after the switch to Daylight Saving Time, proving that even a one-hour change can be painful and risky. How dangerous is change within our marketing world?Well, it’s actually life-threatening to our marketing programs. But we can’t stop change itself, so we must learn to adapt.The biggest change...

J. Schmid & Assoc. Inc.

 •  March 13

There’s a lot of talk these days about creating a great customer experience, standing out in a crowded market, telling your brand story in a compelling way, and a mobile-first strategy. Let me be clear—ALL of these things are important. Vital, in fact, if you want to be successful. However, I’d argue NONE of them matter a bit if your product is...

Want to spice up your marketing message? Just look to the Bible.Wait. What? #WhatIsSheTalkingAbout?I’m talking about the seven deadly sins, friends. Those transgressions which are fatal to spiritual progress. I know. Heavy stuff.But if you take a few steps back, squint a little bit, turn your head sideways ever so slightly and bring a fresh...

J. Schmid & Assoc. Inc.

 •  February 27

Seriously, learn to direct your creative efforts like a rock star. Mick Jagger knows about the creative process. He’s done well by anyone’s standards. In terms of money and accolades, he’s got those covered. I recently read his net worth is $360 million. He was knighted by Queen Elizabeth II in 2002, and today, he has more than 2 million followers...

J. Schmid & Assoc. Inc.

 •  February 17

Does your brand stand for something? Is it more than just products and services? Does your brand have a cause greater than commerce?More and more, brands are aligning themselves with charitable causes. And customers are taking notice. Last year, Ad Age published a study by the research firm Toluna about the impact of brands and cause marketing on...

J. Schmid & Assoc. Inc.

 •  January 31

I have a confession: I don’t hate Amazon. I know it’s popular – especially if you work in retail or marketing – to hate on Amazon. And there are good reasons for doing so. They’re taking over the world, they’re killing mom and pop stores and retail businesses and…it’s all true. But I’m finding it’s nearly impossible to hate on Amazon from a...

J. Schmid & Assoc. Inc.

 •  January 24

We make big decisions every day based on assumptions. When it comes to investing significant marketing dollars, we have to be very wary of these assumptions. Since we don’t have time to verify every piece of information that informs our marketing processes, we must create a system for determining which information is important enough to examine...

J. Schmid & Assoc. Inc.

 •  January 16

Why? Because, like silly putty, the slinky and post-it notes – all the result of fortuitous mistakes – they offer an opportunity for break-through opportunities. In advertising, when we make a mistake for all the world to see, it’s embarrassing and makes us take a hard look at our proofing process. But c’mon, sometimes it’s funny, and it could even...