The Beat - Winter 2019

WINTER 2018/19
IDEAS FOR MARKETING AND CREATIVE PROFESSIONALS
Meet
SETH
GODIN
Author of Nineteen International Bestsellers and
the Most Popular Marketing Blog in the World!
Amazon.com Makes
A Play For Print
Social Media Trends
Marketers Will Be
Watching in 2019
And Along
Comes Gen Z!
Living Large With
Living Coral —
2019 Pantone Color
Of The Year
Photo: Brian Bloom

WHO WANTS TO WIN?
Read our cover story interview
with Seth Godin and REGISTER TO WIN
a copy of his new book:
Amazon: A brand we love to love!
With the “throwback” to traditional marketing
by sending out a printed toy catalog before the
holidays, Amazon won the distinction of “Brands
We Love”! Check out the article on page 10 and
register to win a $50 Amazon.com Gift Card!
Check out page 4 for our Pantone Color of the Year story and
WIN ONE OF THESE fun Color of the Year products.
Mug
Journal
Flash Drive
Visit:
drummond.com/giveaway
to register or scan our QR code.

WELCOME Winter 2018/19 01
Welcome to the Winter issue of THE BEAT!
EXPERT OPINION
Read insights from the following
contributors in this issue:
h
appy New Year! Did you
gracefully exit 2018, or did you
skid across the finish line with
a few marketing projects uncompleted?
If so, give us a call and we’ll help you get
them fast-tracked right here, right now, at
the beginning of the year!
Here at Drummond, we’re very excited
to watch where marketing and print will
take us in 2019, and we’ve got a few
marketing campaigns of our own that will
knock your socks off! With the continued
rise of direct mail, we knew it would
be important to bring you a quick-view
summary of the 2019 USPS promotions.
These promotions and incentives are
designed to bolster your use of Marketing
Mail, First-Class Mail, BRM, CRM, and
Share Mail. Check out page 16 for the
calendar and descriptions
of each promotion.
We’re fairly certain you
would have to be living
under a rock to not have
heard the name Seth
Godin. Perhaps you’re a
long-time fan from Seth’s
Purple Cow days when he
turned the marketing world
upside down and made us
John Falconetti
CEO, Drummond
all seek to “be remarkable.” Or it could be
that you read one of his other 17 (yes, 17!)
international best sellers and, like us, you
wondered how one person could bring so
much brilliant insight to brands both big
and small.
We’re here to tell you that he has
added another best seller to his list, titled
This Is Marketing. We were fortunate to be
given the opportunity to interview Seth
for our cover story. Were we nervous?
Yes! In past issues, we’ve referred to Joe
Pulizzi as the Godfather of Marketing,
but 19 international best sellers puts
Seth somewhere in the stratosphere of
marketing, and we’re not sure anyone
else will ever get there. We hope you find
several useful takeaways from our story
and register to win a copy of Seth’s newest
book.
Our other giveaways include
the newest Pantone products
featuring the 2019 Color of the
Year, Living Coral, and Amazon.
com Gift Cards in celebration
of Amazon publishing their firstever
printed catalog. Register
for all our great giveaways at:
drummond.com/giveaway.
Seth Godin
The author of 19 international best sellers and
the most popular marketing blog in the world
graciously answered our call for a cover
story interview. (Page 6)
Nancy Nessel
One of the premier marketing experts on
Generation Z, Nancy has been hired to educate,
advise, and present on Generation Z to clients and
press throughout the United States. (Page 14)
Trish Witkowski
The foldfactory.com owner and 60-second
Super-cool Fold of the Week author offers two
unusual direct mail formats
to consider. (Page 5)
Follow us online facebook.com/Drummond-Press-174119052649118 linkedin.com/company/the-drummond-press-inc-
THE BEAT is printed on 100# Gloss Cover/100# Gloss Text paper
01 Welcome
Letter from the CEO, plus a selection
of the key contributors writing in
this issue.
02 Insights
Ideas, opinions, news, and trends.
06 Cover Story
Interview with Seth Godin, author of his
19th best seller, This Is Marketing.
10 Brands We Love
A review of Amazon’s first-ever printed toy catalog!
12 Marketing to Gen Z
In 2020, Gen Z will represent 40 percent of US consumers.
Their unprecedented behaviors could redefine marketing.
16 2019 USPS Promotions
Check out our summary of the 2019 USPS promotions
designed to incentivize your use of Marketing Mail, First-
Class Mail, BRM, CRM, and Share Mail.
Executive Editor
Cindy Woods, cmoteam.com
Contributing Writers
Tim Sweeney
Stephanie Walden
Trish Witkowski
Design: Diann Durham
©2019 All Rights Reserved
Printed and distributed by Drummond
www.drummond.com

Winter 2018/19
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
COLOR OF THE YEAR »
How Marketers Can Ride the Wave of
2019’S COLOR OF THE YEAR:
Living Coral
By Stephanie Walden
C-0 M-65 Y-54 K-0
R-255 G-111 B-97
Here’s how—and why—to infuse
the shade into this year’s
marketing campaigns.
m
ove over, Ultra Violet—
there’s a hot new
hue in town!
Pantone has chosen Living Coral, “an
animating and life-affirming coral hue with a
golden undertone,” as 2019’s Color of the Year.
Pantone’s trend-analyzing tradition dates
back to 2000, when the brand selected Cerulean
as the first-ever Color of the Year, dubbing
it the “color of the millennium.” Pantone’s
announcement is a highly anticipated event in
the arenas of fashion, beauty, home décor, and
interior design. But brands across the entire
spectrum of industry—including automobile and
entertainment companies—have historically
jumped on Pantone’s prestigious status as the
experts when it comes to color. For example,
the 2015 film Minions released a custom color
swatch in partnership with Pantone: “Minion
Yellow,” or Pantone 13-0851 TCX.
Manufacturers, too, embrace the Color of
the Year. On Pantone’s website, the company
hosts an online store featuring COY-themed
items ranging from home appliances—a vibrantly
colored espresso machine, for example—to
wardrobe staples such as watches, clutches, ties,
and socks.
“The Pantone Color of the Year selection
serves as a strategic direction for design
and color-conscious industries as well as a
conversation piece around our culture and where
it is going,” says Laurie Pressman, Vice President of
the Pantone Color Institute. “The significant buzz
we see following the announcement is generated
by brands, their audiences, designers, and
consumers alike, joining the increasingly important
conversation around the power of color.”
WHY IT MATTERS FOR MARKETERS
In an article on Bloomberg, writer Kyle Stock
states, “Pantone has effectively become to
pigments what Anna Wintour is to the wider
fashion world: part trendsetter, part enforcer.” In
other words, when Pantone speaks, savvy brands
perk up and listen.
One of the key considerations for marketers
regarding the Color of the Year is that it is
selected based on significant research around
consumer habits. Living Coral was chosen based
on meticulous data and trend analyses.
“The Color of the Year selection process
. . . is a culmination of macrolevel color trend
forecasting,” explains Pressman. “The global
team of color experts at the Pantone Color
Institute comb the world looking for new color
influences.” She cites inspiration such as popular
films, trendy art collections, emerging travel
destinations, and new lifestyles, play styles, and
socioeconomic conditions.
“Influences may also stem from new
technologies, materials, textures, and effects that
impact color, relevant social media platforms,
and even upcoming sporting events that
capture worldwide attention,” Pressman says.
For example, Apple’s use of coral in the newly
released iPhone XR suggests the tone is gaining
traction in the consumer electronics industry.
HOW BRANDS CAN RIDE THE WAVE
From a marketing perspective, the Color of the
Year represents an opportunity for inventive print
collateral, eye-popping packaging, and attentiongrabbing
digital campaigns. While it’s impractical
for a brand to revamp its core color scheme
each year based on the Pantone selection, it’s
still possible to implement inventive marketing
tactics that capitalize on the buzz generated by
the color.
For instance, companies may consider
releasing limited-edition products—cosmetics,
decorative items, company swag, etc.—in the
COY. Major brands such as Sephora and Beats
by Dre have historically employed this approach,
partnering with Pantone to release products
such as cosmetics and headphones in the
selected shade.

INSIGHTS Winter 2018/19 03
Brands get in on the action via digital
avenues as well. Adobe, for instance, has been
known to publish Photoshop tutorials on how
to implement the COY into digital designs and
templates. Content marketers may consider
releasing a COY gift guide that aligns with
various holidays throughout the year; Mother’s
Day, Earth Day, and Valentine’s Day may be apt
occasions to showcase products available in
Living Coral, for instance.
Brands with a particular tie to a COY
selection may even consider directly including
the color in their campaigns. Last year, UV LED
company IRTronix touted the 2018 Ultra Violet
in an online ad campaign with the copy “Ultra
Violet—it’s what we do, only we do it BETTER
with LED technology.” This year, any organization
with a focus on vacation travel, the ocean, or
sustainability in general could use Living Coral in
topical marketing campaigns.
THE POWER OF COLOR
Pressman explains that this year’s color is more
than just another pretty swatch. It aligns with
social causes such as climate awareness.
“Living Coral represents the enhanced
influence that color has on perception and
experience, more powerful than a fleeting fad,”
she says. “As a shade that affirms life through
a dual role of energizing and nourishing, Living
Coral reinforces how colors can embody our
collective experience and help to answer the
needs of society and culture.”
Pressman also emphasizes the role that
color plays in attracting consumer attention.
Color, she notes, elicits an inherently emotional
response from audiences. This is an important
consideration in a marketing landscape that’s
trending toward highly visual experiences.
“As the most buzzed-about program for
Pantone, the [COY] is a moment in time that
highlights the importance color plays in our
world as an expression of mood, sentiment, or
feeling, which is just as powerful for brands and
designers as it is for color-loving consumers,”
says Pressman.
Marketers planning to get creative with
Living Coral this year should include the
#COY2019 hashtag in their social media
campaigns. ■
COOL FINDS »
Discover
Living
Coral!
The NEW Pantone
Color of the Year!
C-0 M-65 Y-54 K-0
R-255 G-111 B-97
WIN ONE OF THESE
PANTONE PRODUCTS
featuring the 2019 Pantone
Color of the Year, Living Coral.
Scan the
QR code or
REGISTER today at:
drummond.com/giveaway
Pantone Chip Drive: Store
files on this USB styled after
the iconic Pantone Chip.
Pantone Mug: Pair your
favorite hot beverage with
the cool new Color of
the Year.
Limited-Edition Journal:
Enjoy Living Coral at
home or in the office
with this limited-edition
Pantone journal.

Winter 2018/19
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
SOCIAL MEDIA TRENDS »
THE SOCIAL MEDIA TRENDS THAT
Will Reign Supreme in 2019
Hootsuite and other social media
management platforms release
their data-driven predictions for
what’s in store.
By Stephanie Walden
a
s we all know, staying
ahead of the curve is
crucial in the maddeningly
malleable social media sphere.
To help marketers master this
degree of predictive omniscience
each year, industry specialists
outline the top trends that will
define the coming 12 months.
Hootsuite, for example, releases
an annual social media forecast
with predictions based on its
own survey of more than 3,000
marketing professionals.
In 2018, Hootsuite was spot-on
with several projections, including
the rise of social TV and metricstracking
tools that monitor the
customer journey. In 2019, trends
to watch include the “storification”
of content as well as increased
attention to venues such as private
Facebook groups, microinfluencer
accounts, and messaging
platforms.
CONSUMERS CLAMOR
FOR PRIVACY
In the wake of high-profile scandals
such as Cambridge Analytica,
consumer trust in social platforms
has waned. Today, 60 percent of
people report they no longer trust
social media companies.
“In many ways, 2018 was
a tumultuous year for brands,
marketers, and customer
experience leaders,” says
Penny Wilson, Hootsuite’s Chief
Marketing Officer. “Concerns
around fake news and data privacy
led individuals to question their trust
in politicians, media outlets, social
networks, and businesses alike.”
As a result of this damaged
trust, consumers are turning to
private outlets instead of public
forums for sharing content and
engaging with brands. Closed
Facebook groups and private
messaging platforms such
as WhatsApp are becoming
increasingly popular for interacting
with customer service teams—
including both human employees
and chatbots.
While consumer data remains a
useful tool in any digital marketer’s
arsenal—particularly when it comes
to serving personalized ads—how that
data is presented will be an important
part of rebuilding brand trust. In 2019,
companies should double down on
authenticity and take care to avoid
campaigns that feel invasive.
STORIES TAKE OVER
Online-marketing expert Marcus
Sheridan predicts that 80 percent
of what we consume online will be
video content by the end of 2019.
This number seems high, but it
may be reasonable considering the
rise in short-form, video-centric
features such as Facebook Stories
and Instagram Stories, which saw
major growth in 2018.
These platforms are innately
suited for marketing, explains
Hootsuite. The ephemeral nature of
Stories creates a sense of urgency
and intrigue among audiences. This
type of content also feels more
intimate—like viewers are being
let behind the curtain of a brand’s
shiny, public-facing façade.
Hootsuite suggests marketers
rely on a “balanced diet of different
content styles” when it comes to
Stories, including both real-time,
low-fi videos and more polished,
traditional ads.
SHOPPABLE SOCIAL IS
HERE TO STAY
In China, shoppable social is
already the norm: 70 percent of
China’s Gen Zers already buy
directly from social.
This year, the rest of the world
may catch up to the trend via tools
such as Instagram’s shoppable
posts and Pinterest’s Buyable Pins as
well as platforms such as Facebook
Marketplace, which now boasts
more than 800 million active
users. According to Hootsuite, 28
percent of respondents either have
implemented social commerce or
plan to do so in the next year. ■

INSIGHTS Winter 2018/19 05
So, Your Social
Team Is a One-
Person Show?
Here’s Some Good News.
For smaller businesses lacking big budgets,
marketing tactics such as video remain daunting.
This can be particularly true if your entire “social
media team” consists of one or two people
scrambling to stay abreast of the latest hot
platforms—all while juggling customer inquiries
and a 24/7 schedule.
Luckily, a few trends in 2019 stand to benefit
smaller-scale brands. Here’s how small- to
medium-sized businesses can use trending
platforms to their advantage this year.
Embrace Low-Fi
The pendulum swing of consumer preference has put
low-fi, realistic-looking video—versus high-productionvalue,
prepackaged ads—in the spotlight. So, while
your small business may not have a multimillion-dollar
budget to produce a John Lewis-style viral video, you’ve
likely got a charismatic employee who can showcase
products or company culture in a quirky way via
Instagram Stories once a week.
Microinfluencers to the Rescue
Another trend that should have small businesses
perking up is the shift from celebrity endorsement
to microinfluencer marketing. Microinfluencers—
think an eyeshadow-tutorial expert with 9,000 niche
followers rather than Kim Kardashian—are attractive
avenues for online exposure. These individuals not
only are more attainable and cost-effective for brands
to hire but also tend to have highly engaged followers.
Build Community via Facebook Groups
Back in the day, Facebook groups were more
commonly applicable to college sororities than they
were to brands. But today, companies such as Condé
Nast are launching efforts such as the Women Who
Travel Facebook group, which has garnered more
than 100,000 members. Such campaigns prove that
closed communities present a safe space for brands
and users to interact and share content—which is
exactly what today’s customers are craving.
THAT’S FOLD-TASTIC »
THE ACCORDION INTO
GATE POSTER
THE WRAPPED STEPPED
DOUBLE PARALLEL
Trish Witkowski specializes in creative
solutions and engagement strategies for direct
mail and marketing. She is also the curator of
the world’s most exciting collection of folded
print and direct mail samples, sharing the best
of her collection on her popular e-video series,
60-second Super-cool Fold of the Week. Check
out our two super-cool folds below, and request
the dielines directly from us!
The Accordion into Gate Poster, when first
opened, features a long gate fold spread that
opens to a tall accordion poster reveal. The
interior poster spread is large and impactful
at nearly 20" x 30" and offers tremendous
flexibility for content and imagery.
The Accordion into Gate Poster is 19.5" by
28.75" unfolded and finishes to a 9.75" by
7.25" rectangular format. This format is selfmailing
as a USPS machinable flat with tab.
Scan this code with your mobile
device to watch it unfold!
The Wrapped Stepped Double Parallel mimics
other more complicated stepped formats;
however, with a double parallel configuration,
you can create a different opening experience and a long
continuous spread when opened.
The Wrapped Stepped Double Parallel is 28.925" by 9.625"
unfolded and finishes to a 6.25" x 9.625" rectangular shape.
Tab depth for this format is 1 ⁄2 inch. This format can be mailed
as Presort Standard Auto Flat.
Scan this code with your mobile
device to watch it unfold!

06 Winter 2018/19 COVER STORY
SETH
GODIN
By Tim Sweeney
The author of 19
international best
sellers—including
his newest,
This Is Marketing—
stresses the
importance of
talking to the
people on the
fringe, discusses
the power of
empathy, and
explains why the
“next big thing” in
marketing doesn’t
really matter.
Image Credit: Polo Jimenez

Winter 2018/19 07
everyone has dreams,” says Seth Godin.
“We have fears and hopes and desires.
We want to be seen. We imagine what we
could do and what that might feel like.”
The author of 19 internationally best-selling
books that have managed to change the way
people think about marketing and work, Godin
believes that the best way to achieve your
marketing goals is to help others become who
they want to be. “Instead of trying to change
people’s hopes and dreams, what if we worked to
fulfill them instead?” he asks.
It would be wise to listen. Godin’s book Purple
Cow is the best-selling marketing book of the
decade, and his Unleashing the Ideavirus was the
most popular e-book ever published. His books
have been translated into more than 35 languages.
Much of what Godin preaches to companies,
in TED Talks, and as a keynote speaker for large
gatherings of marketers around the globe is based
on a belief that too many brands are not catering
to a minimum viable audience. Instead, they are
making average products for average people
because they want to maximize their audience and
get a return on their investment.
Godin believes that modern marketing—and,
indeed, the survival of a company—depends on
its ability to serve the people on the fringe. He
believes the audience that matters most is made
up of smaller numbers of people who truly care
about what you’re selling and what you have to say.
As he writes on his blog, when you do that, your
quality, your story, and your impact will all improve.
Curious where you might discover those people for
your brand? You’re in luck. They aren’t hard to find if
you’re willing to do a little looking around.
“The hard part is in choosing to look for
them,” Godin says. “In meetings around the world,
big organizations are presented with the chance
to make original, useful, generous work for fringe
markets that desperately want to be seen and
served. And they walk away. They walk away
because they’re not in the business of innovation,
not really.”
He refers to the eyeglasses industry as a
prime example of catering to the margins, pointing
out that designers and retailers are making a
fortune by turning a disability aid into a fashion
item. The same has not been done for people with
other disabilities. That’s why Liz Jackson created an
advocacy group called the Disabled List, a curated
list of disabled people who are available to consult
with companies to better cater to the needs of
people with disabilities. The group was founded on
the notion that disabled people are rarely seen as
experts in disability, a notion that one must admit
doesn’t make much sense.
“Liz has correctly pointed out that designers
and retailers are not doing the same thing for
canes, hearing aids, or wheelchairs that was done
for eyeglasses,” Godin says. “Not because there
isn’t a market, but because it requires guts.”
Godin even contends that nearly every bestselling
book was written for an interested few, not
the boring middle. For mass-market brands that
must cater to the bigger pieces of the consumer
pie, there are still ways to stand out by operating
The audience that
matters most is made
up of smaller numbers
of people who truly care
about what you’re selling
and what you have to say.
at the fringes. Again, it starts by making the
decision to do it, which requires taking a chance,
like Nike did.
In December 2016, the global sports
brand announced that it would spend millions
of dollars in an effort to break the two-hour
marathon barrier in a project titled Breaking2.
Nike introduced Breaking2 as “the ultimate
Image Credit: Cuidad de Ideas

08 Winter 2018/19 COVER STORY
embodiment of the brand’s mission: to bring
inspiration and innovation to every athlete on
the planet.” They worked with a team of leaders
across various fields of science and sports,
taking a universal approach to products, training,
nutrition, and environment.
They enlisted their best Nike distance
runners, leading biomechanics experts, engineers,
and, of course, “the most innovative products”
from Nike. They even let people watch live on
their Facebook Page and made a documentary
about it all. In the end, the effort came up short
by 25 seconds, but running aficionados the world
over were paying attention. And those people told
plenty of average runners who lace up their Nikes
after work for 30 minutes because they want to
drink beer and eat pizza on the weekend.
“Nike put together athletes, trainers, and a
track,” Godin explains. “They’ve even launched a
controversial shoe that’s facing a rules ban. This
isn’t a slam dunk. It’s not ‘of course.’ It feels risky
to do this when you can spend time and money
just getting more shelf space in Sears. Oh, that’s
right, Sears is going bankrupt.”
So how can you decide exactly whom to
talk to? How can you find your “interested few”?
Using the process of elimination—deciding who is
NOT important to your brand—is a good tactic to
begin with.
“It’s a gutsy move because it’s not in the
nature of a profit seeker to say to someone who
might be interested, ‘Go away!’” Godin says. “But
if we’re not able to do that, it’s very difficult to say
to someone else, ‘I made this just for you.’”
By creating a loyal customer base, you’ll likely
create profits and prophets.
“My argument is if you could only have
1,000 or 10,000 customers and you could pick
“It’s a gutsy move
because it’s not in the
nature of a profit seeker
to say to someone who
might be interested,
‘Go away!’”
WHY BLOGGING IS IMPORTANT
By Seth Godin
Seth Godin has called reading blogs “the last great bargain.”
And while he may be a best-selling author, he sees great value
in posting on his blog every single day. He told Tim Ferris that
the daily blog was “one of the top five career decisions I’ve ever
made.” Here is his advice on how to make your blog relevant
and why he thinks you should start writing one today.
I write every single day. It’s been years since I missed a day,
in fact. For an individual, the act of writing a blog every day is a
precious gift. It’s magical. Everyone should do it. It’s clarifying,
motivating, and, sooner or later, fun. And it’s important, even if
it’s not getting huge traffic.
To make your blog relevant and read by your target
audience, stop seeking other results and only focus on that goal
of reaching this group. For a B2B seller, you don’t need huge
traffic. You just need the right traffic. For a consumer brand,
such as Oreos or Doritos, you might not need a blog, and that’s
okay. If you decide to start a blog, understand that after you post
about 200 of them, you’re likely to be glad you did it. So try for a
few months and see how it goes. And write daily.
I’m often asked about brands that are doing a great job
blogging. The answer is pretty simple: If you’re reading a blog
regularly and it matters to YOU, then you found an example.
It means you’re the right traffic and they are serving you what
you want.
A FEW I FOLLOW
What blogs does Seth Godin
follow in order to keep up on
what’s new and important in marketing? We asked him. Not
surprisingly, his answers are quite original and varying.
Author and blogger Bernadette Jiwa helps companies design,
build, and grow companies they are proud of by getting to the
heart of their story. “She knows a lot about storytelling and shares
it generously,” Godin says. Her eighth book, The Right Story, is
coming in 2019.
Playwright Sarah Jones is a Tony and Obie award-winning
performer and writer. She has given TED Talks as well as
performed at the White House and at the World Economic Forum
in Switzerland. “She teaches us about empathy,” Godin says.
Due to the gap between the legal world and the marketing world,
DuetsBlog was created. Its goal is to promote more compatible
collaboration between legal and marketing teams. Godin reads it
“for insights into trademark law.”
The founder of PS Audio, Paul McGowan, writes a daily blog on
a variety of topics. His short posts are often controversial and
normally fun and full of information, without shilling PS Audio
products. “I follow PS Audio and Paul McGowan for firsthand
insights into how an entrepreneur thinks and grows his
business,” Godin says.

Winter 2018/19 09
them, to the exclusion of everyone else, whom
would you choose?” Godin asks. “Because if you
can overwhelm this tiny group with delight, they’ll
tell the others.”
Finding your “interested few” on the
fringes, Godin believes, is far more important
than identifying things such as what the next
hot social media outlet is or how millennials act
and what that means to your business. He also
believes it’s the hardest part of communicating
to your audience.
“It doesn’t matter what’s next,” he says.
“What we need is already here. What we need
is the way to contact people who want to hear
from us. And now, with more than a billion
people connected, we have the ability. Whether
they are connected by 100 or 1,000 different
technologies doesn’t matter. The hard part is
having people who want to hear from us.”
If you have the guts to choose to talk
primarily to the people in the margins who care
most about what you have to say and what you
are selling, the caring has to work both ways.
In fact, a willingness to care is what Godin
believes will separate the great marketers of the
future from the rest. Asked whether he thinks
data geeks or those with storytelling skills will
write the future of marketing, he pivots in a
different direction.
“I think the most important skills are the
soft, human skills of caring enough to do the
emotional labor to dance with fear and serve the
people you care about,” he says.
In his latest book, This Is Marketing: You
Can’t Be Seen Until You Learn to See, Godin
explains how possessing practical empathy will
allow marketers to “learn to see.” It’s a lesson
that nearly anyone who has spent a considerable
amount of time in a particular industry has been
exposed to. The more time you spend in an
industry or at the same business, the closer you
get to it. Eventually, you are so close, so inside,
it’s easy to lose touch with the customer.
“Practical empathy means realizing that
others—the others you seek to work with and
sell to—don’t know what you know,” Godin says.
“They don’t want what you want and they don’t
believe what you believe. And that’s okay! If you’re
not okay with that, you can’t have empathy, which
means you can’t see what’s really happening.”
Once you’ve found who it is that cares about
your products and your message, then made the
decision to target them at the expense of the
major market, overwhelming this eager audience
with “delight” requires that you “be remarkable.”
To do so requires people who can create
the remarkable. In the last decade, more and
more companies have been turning to in-house
creative talent to deliver it. A 2018 Forbes article
cited a study, “State of In-House Agencies,” by
the In-House Agency Forum (IHAF) and Forrester
Research, which said 64 percent of corporate
America had in-house agencies in 2018. That’s
18 percent more than a decade earlier.
“The model of the traditional ad agency is
completely broken,” Godin says. “Fifteen percent
commissions on a billion dollars of P&G TV
ads pays for a LOT of overhead. But first media
buyers stole some of that, and now more and
more campaigns need constant work and have
small budgets.”
Godin says the result is that creative talent is
rarely hanging out at a traditional ad agency and
that, today, there is simply too much indirectness
between ad spend and creativity.
“My argument for 20 years is that the ad
agency needs to move upstream and become
the client’s product design, user interaction, and
customer service strategists,” he says.
The death of the traditional model isn’t
happening only at agencies. Godin fully expects
brands that aren’t innovating or keeping up with
their customer needs and wants will not survive.
In the online marketing courses he teaches,
Godin says that most everything we learned
in school and everything our board and bosses
know about marketing is out-of-date. Asked
whether this means there will soon be a major
shift in marketing leadership toward younger
people because the “old guard” isn’t as in tune
with what’s modern, he says this is already
the case.
“Random House didn’t start Google. They
could have. Macy’s didn’t start Shopify. They
could have,” Godin says. “This is the creative
destruction that changes our culture. But it won’t
happen at traditional companies; they’ll just dry
out and die, I figure.” ■
REGISTER TO WIN:
Image Credit: Brian Bloom
This Is Marketing
by Seth Godin
• #1 Wall Street Journal
Best seller
• Instant New York Times
Best seller
• A game-changing
approach to marketing,
sales, and advertising
Scan the QR code
or register TODAY at:
drummond.com/giveaway

10 Winter 2018/19 BRANDS WE LOVE
Brands We Love:
AMAZON’S LATEST PLAY—Print!
The online commerce machine
surprised everyone by publishing a
printed toy catalog for the holidays.
Are they simply traditionalists, or was
there something more behind it?
Back Cover of Catalog
If you’re in your 30s
or 40s, you probably
spent at least a few
November and
December childhood
weekends making
your Christmas list
from the Toys “R”
Us holiday catalog.
If you are a little
older, no doubt you
have fond memories of
the Sears Wish Book
holiday catalog. Whether
you were hoping Santa would deliver your
favorite Cabbage Patch doll, a Tonka truck, or
a Nintendo gaming system, those catalogs
were bibles. Today, four-year-olds play
with iPads and select their gifts using their
parents’ smartphones. Whether you find that
promising or frightening, it nevertheless begs
the question: Why would the single biggest
internet retailer on the planet—one who has
made Christmas shopping something you
can do comfortably from your couch while
watching football and sipping a glass of
eggnog—suddenly feel the need to launch a
printed toy catalog for the 2018 holidays?
Most companies have substituted online
catalogs for traditional print versions (even
for their own sales reps and retail partners),
but Amazon seems to have zigged when
everyone else is zagging. In October of 2018,
the company mailed their 68-page toy catalog,
called A Holiday of Play, to more than one
million people. And, upon closer inspection,
outlaying what has to have cost a pretty penny
to create, print, and distribute just might have
been a stroke of genius.
The opportunity to move into the space
once occupied by Toys “R” Us and Sears came
after the two former giants both stumbled in
recent years. In October, Sears filed for Chapter
11 bankruptcy, and it has been closing stores
across the nation. After bringing back its iconic
Wish Book (which debuted in 1933) for the
2017 holidays, the company announced it
would not be producing one in 2018. The 2017
Toys “R” Us holiday toy book was 120 pages,
but there won’t be another one in the United
States anytime soon. In March of 2018, the
company announced that it would close all its
remaining stores in the United States and Great

Winter 2018/19
11
Britain, which it did by the end of June.
Amazon’s goal, it seems, is to fill the gap
left by the closing of Toys “R” Us and the
resulting death of their catalog—an item
parents seemed accustomed to handing to
their kids, who were enamored with it despite
the presence of nearby smartphones and
tablets. The closing of Toys “R” Us left behind
billions of dollars in toy sales for others to grab
hold of. The Wall Street Journal cited a source
saying Toys “R” Us brought in $2 billion in sales
in November and December of 2017 alone.
Clearly, Amazon saw this opportunity too.
The toy catalog from Amazon is called A
Holiday of Play, and it is not your childhood
catalog. This one has QR codes for noteworthy
toys and, by using the Amazon app on their
smartphone, readers can scan the codes to
learn more about the toys and place orders.
Amazon also offers a PDF version, which can
be downloaded. Every toy in that version has
a clickable link taking users straight to the
Amazon page for potential purchase. One
clear difference between the old Sears catalog
and Holiday of Play is that the new Amazon
edition has no prices. Of course, finding the
price gives users another reason to click
through to Amazon, where they are one step
closer to buying.
The list of toy brands includes all the
old favorites from your childhood—Hasbro
Gaming, LEGO, Disney, and Fisher-Price—and
some newer items, such as Fingerlings from
WowWee. As of mid-2018, Amazon was
reported to be the third-largest seller of toys
in the United States after Walmart and Target,
according to KeyBank estimates. Walmart has
held that top spot for roughly two decades,
according to a CNBC report, but Amazon is
believed to be growing much faster than both
of them. Now by jumping into a void left by
Toys “R” Us, they may be poised to move past
one or both of them in the near future.
Evidently, dominating the online shopping
dimension is not enough for Amazon, who
recently has begun to act like—gasp—a
traditional retailer, though one with an
untraditional approach. The Seattle-based
company purchased Whole Foods for $13.7
billion in June of 2017 and has taken other
steps into the retail space. The company’s
first cashier-free grocery store, Amazon Go,
opened in Seattle in early 2018. It now has
two more locations in its home city, plus three
in Chicago (with one to come in 2019) and
one in San Francisco (with one more coming
there in 2019). They also have somewhere
in the neighborhood of 20 Amazon Books
stores across the United States, with more in
the pipeline. Naturally, you can pick up the A
Holiday of Play catalog at Amazon Books stores
and Whole Foods markets.
There is a certain irony in Amazon, the
company who helped put companies such
as Sears and Toys “R” Us into peril, filling the
sentimental void felt by holiday shoppers who
long to hold a printed catalog in their hands
while at the same time expanding into the
retail space. But Founder and CEO Jeff Bezos
has always dared to try new things. Time will
tell if A Holiday of Play is the Sears Wish Book of
the future. At the very least, Amazon has found
a way to start talking to the next generation of
Amazon customers, some of whom might be
five years old, and is likely turning some oldschool
print lovers into online shoppers. ■
BRING
ON SOME
AMAZON!
REGISTER TO WIN a $50
Amazon.com Gift Card at:
drummond.com/giveaway
Scan this QR
code to register.

BRAND BUILDING
12 Winter 2018/19 FEATURE
MARKETING TO
Gen Z
Just when you were
finally learning how
to talk to millennials
as consumers and
as coworkers, a new
generation with very
different characteristics,
expectations, and
behavior came along.
Meet Generation Z.
y
ou have, quite literally, two billion
reasons to concern yourself with the
generation of young people following
behind millennials. That’s the number of
people globally that make up Generation Z—
generally thought of as the group of humans
born after 1996. And that amounts to 25
percent of the earth’s population.
If that scares you a little bit because
you’re just starting to figure out what makes
millennials tick, you’ve got less than a year to
get over your fears. By 2020, Gen Z will make
up 40 percent of US consumers. They already
spend $44 billion annually, and they influence
$600 billion in annual family spend, which will
make perfect sense to anyone with a teenager
and a refrigerator.
“The unprecedented sociological behaviors
of this particular generation, largely driven
by technology, are defining who and what is
most influential in the marketplace today,”
says Nancy Nessel, a marketer and parent
By 2020, Gen Z will
make up 40 percent
of US consumers.
of tweens who six years ago identified the
highly unique sociological behaviors among
this emerging generation as an expert on Gen
Z. “Through technology and social media,
Gen Z consumers have immediate access to
amplify their voice, along with the creativity
and the entrepreneurial drive to become major
influencers. For example, an entrepreneurial
Gen Z can become a celebrity overnight by
creating their own YouTube channel and selling
their own merchandise.”
A study by the Center for Generational
Kinetics supports this thinking, finding that
Gen Z (designated as ages 13–22) is redefining
who is influential in today’s marketplace. The
same study found that 46 percent of these
young people follow more than 10 online

BRAND BUILDING
influencers and that 10 percent of them follow
50 or more. Nessel, who previously worked in
brand management and marketing for leading
consumer brands and now writes about Gen Z
on her website gettinggenz.com, , says that this
popularity of influencer marketing has already
flipped advertising on its head.
“Many brands are chasing consumers from
channel to channel,” she says. “Other brands
are repositioning themselves to have stronger
appeal to young consumers.”
Nessel believes the latter is the wiser
strategy, adding that a brand’s positioning
needs to be solid yet clearly segmented
among the very different-aged consumers.
She points to Ralph Lauren’s recent clothing
collaboration with London-based skate brand
Palace as a prime example of reaching younger
consumers without diluting the iconic brand
of Ralph Lauren. While the collaboration
gave Palace access to Ralph Lauren’s huge
audience, it also brought Ralph closer to the
The good news for
brands learning new
ways to connect with a
younger audience is that
this audience is more
interested in them than
the millennial generation
just ahead of them is.
youthful street-wear segment.
Nessel has worked with clients ranging
from the Chicago White Sox to Aldo shoes
to Nissan. No matter the client or the
industry, all want to know what their future
consumers look like—what they will wear
and drive, where they will work, and how
they want to communicate with a brand
and with each other.
“A frequent question I ask Gen Z
in focus groups is, How would you like
to interact with this product?” Nessel
Winter 2018/19
explains. “Often brands are surprised to
hear that Gen Z demonstrates some more
traditional qualities than we’d expect. For
example, many want some face-to-face
communication in a work or school setting,
and many express the need to have control
over information that is fed to them.”
The good news for brands learning new
ways to connect with a younger audience
is that this audience is more interested in
them than the millennial generation just
ahead of them is. The study by the Center
for Generational Kinetics uncovered that 73
percent of Gen Zers follow at least one brand
on social media, compared to 64 percent of
millennials. In fact, 52 percent follow three
brands or more. On the other hand, Nessel
reports that Gen Z has caught on to the
dangers of sharing too much information,
and they are thus more concerned about
data privacy, meaning brands must strike a
balance between overtness and subtlety.
13
FOUR BRANDS DOING GEN Z RIGHT
Looking for a few examples of brands that are communicating effectively with
the youngsters? We asked Nancy Nessel to share four brands that she believes
“get” Generation Z. Here’s her list.
Supreme — The American
skateboarding shop and
countercultural clothing
brand started in New York
City in 1994. Nessel says they
do a solid job positioning
themselves as unattainable
and high-end with their
“drop strategy,” which
involves releasing their
latest offerings on a given
Thursday in very limited
quantities. Lines for the store
stretch around the block.
Lululemon — Viewed for
many years as a women’sonly
yoga brand, Nessel
says Lulu has bolstered its
following with young male
followers in recent years,
while remaining strong
with young women. Gen
Z’s affinity for living a fit
lifestyle and eating right also
aligns well with Lululemon’s
athleisure attitude.
Gucci – Off the back of
its popularity with rappers,
Nessel says Gucci has
regained popularity with
Generation Z, who likes
old-school logos. The
brand also aligns with
celebrities from modest
backgrounds to identify
with young people, despite
the fact they need to save
mightily to afford it.
Patagonia — Teens
make purchase decisions
based on company ethics,
which is a major reason
Gen Z likes this maker
of outdoor clothing and
gear. Patagonia donates
1 percent of its sales to
the preservation of the
environment. “It’s admired
for being altruistic and of
high quality, if you’re willing
to pay for it,” Nessel says.

14 Winter 2018/19 FEATURE
“Brands will have to work harder to retain
Gen Z followers who prefer to select which
brands to follow rather than be selected by a
brand,” she says. “Gen Zers do not want to feel
‘stalked’ by brands that overmarket to them.
So brands need to study what’s working in
the influence world and take that to platforms
outside of YouTube channels. Brands can learn
a lot from online influencers who are selling
their unique merchandise so successfully. For
example, the personality of the influencer sells
the merchandise. The unique design helps sell
the merchandise. The youthful appeal helps sell
the merchandise.”
One challenge in marketing to Generation
Z at this moment in time is that, unlike
millennials, Generation Z doesn’t yet have
many in the workforce. If your company is
trying to market to millennials, you can hire
millennials who might better understand their
contemporaries. That’s tough to do with Gen
Z, because the oldest of them are just 22
years old. Nessel says that as they generally
thrive on attention, Gen Zers are often quite
willing to speak to marketers and market
researchers about their buying preferences
through participating in focus groups, taking
online surveys, and sharing their opinions in
social media.
So, what do you need to know about the
purchase behavior of this generation that is
largely not yet old enough to earn a living?
The first thing that might surprise marketers
who have had a difficult time understanding
millennials is that this next generation places
great importance on getting value for their
money. You might be thinking, “That’s because
they don’t have any yet,” and you might be
right. But there’s more to the story. Nessel
points to three main causes for their valuebased
spending habits.
First, the oldest of Gen Z were born in 1996,
about the time the internet became mainstream.
They grew up with 24/7 exposure to global
disasters and the 2008 recession streaming live
on screens everywhere. “This kind of exposure
has caused some resiliency, anxiety, altruism,
and definitely frugality,” Nessel explains. “Having
seen the harsh economic, political, and naturaldisaster
realities of life up close, and likely at too
young of an age, Gen Z is more realistic than
other generations.”
Baby Boomers
Baby boomers were born
between 1944 and 1964.
They’re currently between
54 and 74 years old (76
million people in U.S.).
As of 2018, the breakdown of generations by age
looks something like this:
Gen Y
Gen Yers, or millennials, were
born between 1980 and 1994.
They are currently between 24
and 38 years old.
■
Gen Y.1 = 24-28 years old
(31 million in U.S.)
■
Gen Y.2 = 29-38 years old
(42 million in the U.S.)
Detached and immersing
themselves in technology,
Gen Z grew up on social
media and can research
their way through any
situation. Members from
the Forbes Business
Development Council
shared marketing advice
on how to market to this
most unique generation.
#1
Gen X
Gen Xers were born
between 1965 and 1979
and are currently between
39 and 53 years old (82
million people in U.S.).
Gen Z
Born between 1995 and 2015,
Gen Z includes those currently
between 3 and 23 years old
(nearly 74 million people in
U.S.). Note: As with Gen Y, it is
believed this generation will
have two subsets as the older
Gen Zers enter the workforce.
Forbes Experts Share Advice on M
Meet Them
Where
They Live
Gen Z is the most tech-savvy
generation. They spend more
time on social media. Selling
strategies should start on social
and mobile, and include multiple
touch points, with direct, nofluff
messaging, and use various
formats (video, pic posts, stories,
etc.). The sales gimmicks of the
past won’t work here. Instead,
focus on direct, individualized
messaging and content with a
heavy emphasis on what’s in it
for them. —Christopher Kingman,
TransUnion.

Winter 2018/19
15
ge
Second, they have been raised mostly
by Gen Xers, usually in a house where both
parents work. One parent may have lost a job
or the family may have lost a house in the 2008
recession. “Gen Z sees their parents struggle to
pay for life plus technology plus college,” Nessel
says. “Gen Z realizes the importance of money.”
And finally, Gen Z has learned that
materialism doesn’t buy happiness. “Comfort,
experiences, and meaningful causes mean more
to Gen Z than money,” Nessel says.
Armed with this kind of intel, brands must
soon learn how to integrate this new generation
of workers into their companies. And they
will not be the same workers that millennials
are. While millennials and technology helped
eliminate the boundary between personal
and professional life and paved the way for
employees to have greater work-life balance,
they also came into the workforce with
such high demands that they’ve scared off
employers. They expected extra vacation time,
work-from-home days, and sabbaticals to travel
the world, baffling leaders who were often old
enough to be their parents.
Those leaders, if they are still in charge, will
be happy to know that Gen Z has very different
attitudes and expectations from an employer.
While a millennial may view the employer as
the lucky one to have them as an employee,
Nessel says Gen Z employees will often come
with a greater level of respect and gratitude for
the opportunity of employment and the income.
They even relish personal interaction in the
workforce, so they’re more inclined to come into
the office.
In addition to the period of history we’ve
grown up in, many of our generational attributes
can be traced to how we were raised and who
raised us. Gen Zers were reared differently
from millennials, who were raised differently
from Gen Xers. Gen X is raising Gen Z to
be independent, while baby boomers raised
millennials to be more dependent on their
parents. Many would say millennials have been
quite coddled, but that’s not necessarily the
case with Gen Zers.
“We hear about the consequences of the
boomer parenting style all the time—millennials
living at home in their late 20s and being
incredibly challenging to work with,” Nessel
says. “Gen X witnessed this problem with
the boomers and their demanding offspring,
so most Gen X parents have chosen or have
been forced to raise their children to be more
independent. “
Remember, however, that while Gen Zers may
act and look like little adults, they are still young
and in need of guidance and direction to become
good citizens. Nessel, a parent of two teen Gen
Zers, says her generation hasn’t overindulged
their children. One of her proudest moments was
sending her eldest off to college knowing how to
fully function, engage with all kinds of people, and
thrive as an independent adult.
“I hope companies research and prepare
for Gen Z entering the workforce and don’t
assume Gen Z will resemble millennials,” she
says. “I think we’ll all be delighted by Gen Z’s
hard work, integrity, loyalty, teamwork, and
communication skills. They developed these
skills while growing up in challenging times.” ■
on Marketing to Generation Z
#2 #3 #4-8
Leverage
User-
Sell
Generated
End
the
Game
Content (UGC)
This is a benefit- and resultsdriven
group, so don’t sell the
Want to
There’s a whole new frontier of
customers who have grown up
product to them. Instead, sell read more?
in the Amazon era and wouldn’t
the success they will achieve by Scan the QR code to read all
think of purchasing anything
using it. This sales approach lets eight pieces of great advice
without a plethora of UGC at key
you connect the dots for them, straight from the experts
conversion points to help them
with workflows and processes of the Forbes Business
along. Forget one or two sad
on how to maximize the use of Development Council.
reviews from some free plugin.
your product. Plus, this puts you
I’m talking hundreds of reviews,
in the position to be viewed by
user-generated photos and more.
the customer as an expert who
This is the new standard—not a
truly understands their needs.
“nice to have when we get big
—Julie Sokley, Autodesk
enough,” but a must. —Ali Fazal,
Yotpo
Scan the QR code
to download the
e-book or view
it at:
drummond.com/GenZ

16 Winter 2018/19 SPOTLIGHT
2019 USPS Mailing and Promotions
Calendar and Descriptions
Ask us how you can save on eligible
Marketing Mail, First-Class Mail, BRM,
CRM, and Share Mail in 2019!
■ Tactile, Sensory, and Interactive
Mailpiece Engagement Promotion
Encourages mailers to enhance customer
engagement with the mail through the use
of advanced print innovations in paper and
stock, substrates, inks, interactive elements,
and finishing techniques. Regular and nonprofit
Marketing Mail letters and flats that meet the
promotion requirements will be eligible for
an upfront 2% postage discount during the
promotion period.
December 2018
January 2019
February 2019
March 2019
April 2019
May 2019
June 2019
July 2019
August 2019
September 2019
October 2019
November 2019
December 2019
■ Emerging and Advanced
Technology Promotion
Encourages mailers to incorporate emerging
technologies such as AR, VR/MR, NFC, Video in Print,
multichannel mail integration with Addressable TV, or
digital assistants into their direct mailpieces. Regular
and nonprofit Marketing Mail letters and flats, and
First-Class Mail presort or automation letters, cards,
and flats that meet the promotion requirements will
be eligible for an upfront 2% postage discount during
the promotion period.
2019 USPS Mailing Promotions Calendar
First-Class Mail
Registration
Feb 15 -
Mar 31
Earned Value
Promo Period
(3 months)
April 1 -
June 30
Personalized
Registration
May 15 -
Dec 31
Personalized
Color
Transpromo
Promo Period
(6 months)
July 1 -
Dec 31
Marketing Mail and
First-Class Mail
Registration
Jan 15 -
Aug 31
Emerging &
Advanced
Technology
Promo Period
(6 months)
Mar 1 -
Aug 31
Registration
July 15 -
Nov 30
Informed
Delivery
Promo Period
(3 months)
Sept 1 -
Nov 30
Marketing Mail
Registration
Dec 15, 2018 -
July 31
Tactile,
Sensory &
Interactive
Engagement
Promo Period
(6 months)
Feb 1 -
July 31
Registration
July 15 -
Dec 31
Mobile
Shopping
Promo Period
(5 months)
Aug 1 -
Dec 31
■ Earned Value Reply
Mail Promotion
Encourages mailers to continue to distribute
Business Reply Mail (BRM), Courtesy Reply Mail
(CRM) and Share Mail envelopes and cards by
providing them with a financial benefit when their
customers put those pieces back in the mail. New
participants will earn a 3 cent credit per counted
reply piece between April-June of 2019. Repeat
participants must meet a threshold equating to
95% of the volumes counted during the same
period in 2018 to earn the 3 cent per piece credit.
Credits may be applied to postage for First-Class
mail presort & automation cards, letters and flats
and Marketing Mail letters & flats, and must be
used by December 31, 2019.
■ Personalized Color
Transpromo Promotion
Enhances the value of First-Class Mail by
encouraging mailers of bills and statements
to incorporate color messaging in order to
foster a better connection and response from
their customers. First-Class Mail presort and
automation letters—bills and statements only—
that meet the dynamic print and personalization
requirements will be eligible for an upfront 2%
postage discount during the promotion period.
First-time participants must meet only the
dynamic color print requirements.
■ Mobile Shopping Promotion
Encourages mailers to integrate their direct mail
pieces with mobile technologies that facilitate
a convenient online shopping experience for
consumers during the holiday season. There are
many new mobile barcode formats that can be
leveraged to qualify for this promotion, in addition
to the use of Payment QRs to facilitate a seamless
shopping/purchase experience. Regular and
nonprofit Marketing Mail letters and flats that
meet the promotion requirements will be eligible
for an upfront 2% postage discount during the
promotion period.
■ NEW! Informed
Delivery Promotion
Encourages mailers to adopt use of the USPS’s
new omnichannel tool, Informed Delivery.
Participants may create Informed Delivery
campaigns through the Portal or submit elements
through their eDoc submission. Regular and
nonprofit Marketing Mail letters and flats, and
First-Class Mail presort or automation letters,
cards, and flats that meet the promotion
requirements will be eligible for an upfront 2%
postage discount during the promotion. ■

YOUR AMAZING BRAND
DESERVES TO BE NOTICED
YOUR
LOGO
HERE
Home Catalog
ˇ
About Us Contact Us
Easy Corporate
Storefronts
Contact your Business Development Manager today or call 678.597.1050

Drummond
5664 New Peachtree Rd
Atlanta, GA 30341
Generation Z
will account
for 40% of
all consumers
by 2020.
Today’s top
platforms for
marketers to
reach Gen Z:
Customer experience
is everything!
We provide solutions for:
• Wide Format
• Commercial Print
• Digital Print
• Direct Mail
• Promotional Products
• Web to Print
• Warehouse, Fulfillment, and
Distribution
CERTIFICATIONS:
• FSC
• G7 Master
• PEFC
• SFI
770-426-9100
Drummond.com
Born 1994 and later, Gen Z is the
fi r s ttrue generation of
“social natives.”
88 %
of brands use
social media
for marketing
purposes to
Generation Z.
40 %
say a
link posted by a
brand or company
they follow drove
their purchase.
57% have
purchased a
product they saw
because of a social
media influencer
or celebrity.
Generation Z’ers
report that
Facebook [61%]
and
Instagram [47%]
are the most popular
platforms on which
to find new products.
Sources: Fast Company and
Hill Holliday (hhcc.com)