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Victoria Spills Her Real Secret: The Measurements That Matter

Victoria Spills Her Real Secret: The Measurements That Matter

For a very, very long time, the Victoria’s Secret catalog occupied a distinct space in the direct mail world. Featuring pages and pages of beautiful women wearing expensive underthings, it was considered essential reading by many and a mainstay of the brand’s identity. But Victoria’s Secret announced today that the catalog is over – if you want to check out what their angels are wearing, you’ll have to go to Instagram.

This wasn’t a capricious move. In the last quarter of 2015, Victoria’s Secret decreased their catalog production by 40%. Sales during this critical sales period didn’t dip at all; in fact, according to this AdWeek article, direct sales went up 15%.

The first Victoria’s Secret catalog appeared in 1977. With a nearly 40 yearlong presence in the brand’s marketing mix, it’s easy to see how the catalog could be considered essential; enduring and untouchable.

But times change. Stuart Burgdoerfer, finance chief of Victoria’s Secret’s parent company, L. Brands, stated that the company had to consider the situation as if they were starting the brand anew in 2016? “Would you start with one of your major ideas being a paper-based catalog sent through the mail as one of your key, if not your key, marketing activity for a global brand?”

[Tweet “Don’t be afraid to question ‘how we’ve always done it’.”]

The important takeaway here is that we’re all doing business in today’s current reality, not in bygone days; what may have been tremendously effective for years, even decades, still needs to be assessed for effectiveness in today’s markets. Hard data is always better than a general feeling or impression that things have changed; the fact that Victoria’s Secret made a meaningful change, tested the impact, and considered the results before moving forward is a lesson we can all learn from.

Don’t be afraid to question ‘how we’ve always done it’. Producing the catalog was obviously part of Victoria’s Secret business as usual for a long time – but it did consume a tremendous amount of resources. If those energies are equally or more effective deployed in other channels, such as social media, then the choice is clear. When it comes to smart marketing, the measurements that really matter are those that drive your bottom line.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office