Paper Dinosaurs – An Update


Back in 2015 I examined whether catalogs were paper dinosaurs – Paper DinosaursMaybe someone in the marketing department at L.L. Bean read my post.

Read On:

Last week, L.L. Bean (for the record a 105-year-old brand) rolled out its “Be an Outsider” campaign utilizing a new website augmented by a digital movement.  In addition, this week they will introduce some new TV spots.  Their Senior VP of Creative indicated they were shifting from a heritage brand in catalogs to a product company.  They will be spending twice as much in back-to-school marketing dollars this year compared to last year.  Good move given the National Retail Federation is projecting that back-to-school, back -to-college spending will reach an all-time high of $83.6 billion, up 14.2% from 2016’s $75.8 billion.

Smart marketing L.L. Bean.  Will other paper dinosaurs go digital?  Save the trees!  



3 thoughts on “Paper Dinosaurs – An Update

    • Yesterday, during a conversation with an executive of one of the world’s largest food companies, it was brought up that in order to be on top of the pack today, companies must dominate digitally. Think Amazon, Uber, Airbnb, etc.

      We are a society that demands convenience.


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