Creative: Refresh Your Brand

The key to keeping response rates ahead of the game for the Plow& Hearth catalog has been in revisiting the makeup of the book, said Jean Giesmann, vice president of creative services for the home furnishings catalog, when she spoke at the Hudson Valley Direct Marketing Association’s “Meet the Catalogers” luncheon held in Greenwich, Conn., in early April. “We revisited our brand a few years ago when we saw our response rates not doing so well,” she noted.”What were we doing wrong?”