Some big box stores and major corporations have incredibly recognizable marketing and branding strategies. For example, Target has its trademark bullseye, while Aflac has its beloved duck mascot. However, even large companies sometimes need to overhaul their marketing and promotional strategies, and smaller ventures can often benefit from doing the same.
Direct Marketing News reports that JCPenney will soon unveil a new logo, rebranded stores and a fresh direct mail campaign. The retailer will utilize a lengthy direct mailing list to distribute catalogs sporting its new logo to "millions" of Americans. This marketing strategy marks a return to the company's famous catalogs of the past. In 2010, JCPenney discontinued these mailings.
JCPenney's new approach to marketing is a direct response to its "poor sales performance" in 2011, according to the news source. The retailer's new CEO, Ron Johnson, was formally the retail chief, and plans to stress simplicity and trust building in JCPenney's future sales, marketing and advertising efforts.
No matter what the size of an organization, a fresh marketing effort could help turn slagging sales around. If a company is solely engaging in email marketing, perhaps it can branch out to direct mail to see who else it can reach. At the very worst, the campaign will not be as successful as first hoped, and a new strategy can be created in its shadow.