By Published On: September 10, 2014

I received a link today via email. It contained one of the cleverest ads I’ve seen in a long time. Clever because it’s gone viral, and through humor and smarts has gotten people to share a video promoting a catalog. That’s right, an old fashioned, paper catalog.

Kudos to IKEA for coming up with a way to make a traditional marketing channel (that still works, by the way) new and, dare I say, cool?

Now, I don’t know the results of this ad. Did more people pick up the catalog? Did it sell more cabinets or tchotchkes? That’s of course important. But the reality is they did what every marketer tries to do with their marketing tactics – cut through the clutter and get engagement. Plus, they’ve elevated their catalog to the level of electronic tactics for ease of use, high definition pictures and battery life (ha!).

The point is, this is not just good marketing, but it is also a brilliant way of marrying traditional and interactive tactics and a reminder not to throw out the old tactics just because they aren’t as shiny as digital. The two can work together beautifully – like peanut butter and jelly. Or, catalog and iPad.

Here’s the link: https://www.youtube.com/watch?v=MOXQo7nURs0

 

About the Author: Megan Devine

Megan Devine
Megan taps into her left-brain logic and right brain creativity—steering the business, bantering with her team, and strategizing on client work. She says it’s her dream job and we believe her. Using her passion and knack for understanding complex connections in business and marketing, she collaborates to create love between brands and customers. She possesses expertise and experience that only comes from persevering in the ever-changing marketing agency world. Megan co-founded d.trio marketing group, now cat&tonic, in January of 2000 and took sole ownership in 2019. Her vision, support, and sheer stubbornness got us through 9/11, the great recession, and a pandemic. She has judged the International ECHO Awards since 2005, has consulted for several organizations, and serves on several boards. Educated at Carleton College, she learned the importance of critical thinking for success. At home she learned the value of a good story.
the d.trio 2014 boat trip on Lake Minnetonka
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