What makes a brand activation actually work?
In this episode of Color Bar, Denise Costello joins Betsy & Kim to discuss the shift from one-time campaigns to connected brand experiences that drive memory, engagement, and long-term impact.
They cover experiential marketing, pop-ups, influencer strategies, execution pitfalls, and why the best brand moments start with a clear intention.
🎧 Listen to Episode 33:
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]]>In this episode of Color Bar, Betsy and Kim sit down with the incomparable Melissa Clayton, founder and CEO of Tiny Tags—the beloved personalized jewelry brand worn by moms, icons, and everyday heroes. Melissa opens up about her path from CPA and stay-at-home mom to visionary entrepreneur, sharing the real, behind-the-scenes story of what it takes to build a brand with heart.
From bootstrapping and bold pivots to authentic storytelling and building a fiercely loyal community, Melissa brings equal parts wisdom and warmth to every topic. We dig into product innovation, organic growth strategies, retail partnerships, and why cheering on other women in business is not just a value—but a superpower.
Packed with inspiration, hard-won lessons, and Melissa’s signature honesty, this episode is a must-listen for anyone dreaming big, building something meaningful, or searching for the courage to stay true to their mission.
🎧 Listen to Episode 25:
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]]>Transforming Pet Retail Through Emotional Connections with Mel Bishop of Pet Supermarket.
In this episode of “Color Bar,” Betsy & Kim welcome Mel Bishop, Director of In-Store Marketing for Pet Supermarket. Mel shares insights on the unique, emotional nature of pet retail, emphasizing the importance of customer experience, innovative in-store events, and personalized service.
The discussion covers holiday planning, the evolving use of technology like QR codes, and the power of collaboration and continuous improvement. They also explore loyalty programs, highlighting the need for aspirational rewards and authentic engagement to build lasting customer loyalty in a competitive retail landscape.
🎧 Listen to Episode 22:
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]]>Logitech’s Irma Sandoval and Response’s Carolyn Walker reveal how a bold retail transformation came to life at Best Buy and beyond.
In this episode of Colorbar, we’re diving into the retail glow-up with two powerhouse guests: Irma Sandoval, Head of Channel Marketing at Logitech, and Carolyn Walker, CEO of Response Agency.
Together, they take us behind the scenes of a long-running transformation at Best Buy, where a decade of strategic category management led to a full-blown reinvention of the in-store experience. Irma walks us through Logitech’s three guiding principles—Invite, Inspire, Irresistible—and shares how they’re elevating the brand from shelf presence to icon status.
We also explore:
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What makes modern in-store engagement actually work
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A frank assessment of QR codes and the need for smarter digital integration
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How a flagship Micro Center installation created a line-around-the-block moment
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The creative and strategic moves required to make retail feel inspiring again
Whether you’re a channel marketer, brand strategist, or anyone tasked with bringing physical retail to life, this episode offers a candid, insight-packed look into what’s working—and what’s next.
🎧 Listen to Episode 15:
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]]>SA Guide to USPS Postage Increases & How to Save
Another postage increase? No problem.
Our team of Direct Mail experts leveraged their knowledge to help our fellow marketers understand what was increasing in price, and a few promotions offered to help negate it. Here we are just shy of a year later, and the USPS has announced another round of increases for DM, as well as a schedule for 2023 and beyond. We’ve had our team do the same research, and we hope to outline our “guide” to navigating these upcoming USPS postage increases AND how to save your marketing dollars in the process.
In April, the USPS filed a notice with the Postal Regulatory Commission (PRC) requesting price changes to take effect July 10, 2022, that are in accordance with approvals provided by the PRC last year. This notice announced the intent to increase First-Class mail by 6.5%, in line with the increased inflation of the current economic landscape. In addition, the USPS released its intention to begin price adjustments twice per year, beginning in January 2023, known as Market Dominant Price Adjustments. These will take place approximately every six months.
So as marketers, what can we do about this? Well, the answer is simple… take advantage of the USPS’s other offerings! At the same time as these price adjustments, the USPS has released a slew of promotions that can SAVE postage, effectively helping offset these increases. For the last two years, the USPS has been offering promos of 2-4% savings on postage if you meet specific criteria, and these promos are STILL GOING! Adding tactile, sensory, or interactive components. Adding technologies such as AR, NFC, or QR codes. Adding a mobile shopping feature. All of these can help you save and offset the cost of postage.
To help you and other marketers evaluate this current trend and take your efforts to the next level, we’ve created our Guide to Direct Mail. In this short eBook, we show you the importance of connecting with your audience through this traditional and proven method of 1:1 direct marketing. Plus, take a look at some of our most popular in-line direct mail formats, including our patented Moving Steps mailer.
To further discuss or learn more, please feel free to reach out to your Sandy Alexander Representative, Gene Palecco at [email protected] or call our main line 973.470.8100.
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]]>The App for Salesforce Direct Mail Integration & Automation
The newest technology from Sandy Alexander automates direct mail and improves response rates.
The MailPath App is available on the Salesforce AppExchange and is specific to Journey Builder within Salesforce Marketing Cloud.
Clifton, NJ – April 6, 2022 – Sandy Alexander, Inc. announced the launch of MailPath, a direct mail app available on the Salesforce AppExchange.
In a busy marketplace, it’s more important than ever to make sure your word gets heard. By adding direct mail into your digital communications, you can increase response rates by double digits. MailPath allows you to seamlessly integrate direct mail into your digital platform. If you use Journey Builder to trigger digital communications, MailPath allows you to send direct mail as easy as email.
MailPath Perks & Security
- Secure workflows – HIPAA and SOC II Type II compliant
- Turnkey – technology solution with print and mail distribution
- Multiple formats – flexibility in the direct mail formats produced (postcards, letters, kits, etc.)
- Scalable – from 100’s to millions of pieces mailed in each campaign
- Easy – simple integration of application into the Journey Builder environment, no need to use other applications!
“More and more of our clients across a multitude of verticals; healthcare, retail, automotive, pharmaceutical and others, have been utilizing Journey Builder for triggered delivery of their digital communications but quickly recognized the gap of automating the delivery of direct mail,” explained Betsy Davis, EVP & Chief Marketing Officer at Sandy Alexander. “Understanding the importance of direct mail, we took this opportunity to provide the MailPath application as a solution to incorporate direct mail as another channel within their journey’s and improve their response rates.”
For more information about Sandy Alexander and it’s capabilities, please feel free to reach out to Sandy Alexander at [email protected].
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]]>Shopify New York
Latest E-Commerce Brick & Mortar…
In August, Sandy Alexander partnered with Shopify to help open Shopify New York, a space for entrepreneurs to network, create, and start building their own businesses. This two-story, 8,000-sq-ft. space in SoHo includes a café and a pop-up shop with events and workshops readily available. Shopify also gives local NYC entrepreneurs access to both photo and podcast studios available for booking on their website.
Sandy Alexander produced the graphic elements highlighted on the walls and windows. In combination, our Large Format and Visual Experience (VE) teams handled the project from ideation to installation.
The project consisted of three large wall murals, printed on suede wallpaper and utilizing CAD cut materials. To match the brand standards of Shopify, the windows were first phase printed on self-adhesive vinyl (SAV) and then a second phase installation of green transparent film to give the storefront that Shopify-green tint.
We produced custom, dimensional lettering for Shopify’s café. Magnets with a very strong polarity were recessed into the back of these 1-inch-thick letters. They attach to a perforated steel structure above their counters. These letters were fabricated using high density urethane foam, and after color matching was approved by the client, primed, painted, and finished with magnets. Installation templates were provided for each word (CHA, CHING, CAFÉ) to make sure spacing was consistent.
We also produced a back-lit Shopify sign. Produced on our 3-axis CNC router, our fabrication team produced two sides of the sign. One side accepted the push through milk acrylic letters and a milk acrylic racetrack. The other side housed the LEDs, driver and controller. Since the backlit sign became part of the mural artwork, dreamscape wallpaper was adhered to the face and sides to continue consistency throughout the entire space.
As with all Large Format or VE projects, the logos, printed murals, vinyl application and precision color matching aimed to transform the space to match the Spotify team’s vision. To further discuss or learn more about implementing similar solutions in your space or future pop-up locations, please contact us at [email protected] or reach out to your Sandy Alexander sales representative.
Download the full case study PDF here.
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]]>Introducing Axis Sandy
Streamlined Supply Chain…
Sandy Alexander & Axis Global Logistics partnered with Fendi to quickly realize their Pop-Up outlet in Sawgrass Mills Outlet Mall near Miami, FL. Offering a domestic solution to cut international lead times for millwork, logos, printed flooring, vinyl application and precision color matching to transform the previous tenant’s look to a vibrant, memorable experience.
Axis Sandy is a strategic, supply chain partnership between Axis Global Logistics and Sandy Alexander, Inc. Fendi is the first success story of Axis Sandy, a streamlined solution to provide graphics, in-store fixtures, and much more from concept development to installation. This truly maintains all the services “under one roof” and allows our combined team to act as a single source for any brand with our national presence.
To further discuss or learn more about implementing similar solutions in your space, please contact us at [email protected] or reach out to your Sandy Alexander sales representative.
Download the full case study PDFÂ here.
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]]>Trek Bicycle
Retail Brick & Mortar Partnership…
In 2020, we were able to help Trek Bicycle plan a series of new store openings and retrofits at a national scale. Our Retail Visual Merchandising (RVM) and Visual Experience (VE) divisions teamed up with Trek’s Environmental Retail Design team to understand their footprint and desire to use several green alternative substrates in their planned rollout. Being a part of the conversation from the beginning, we were able to offer prototypes – specifically a unique wood solution – that met Trek’s standards when it came to the environmental retail graphics they required. Now, we are pleased to announce our ongoing partnership with Trek for future projects.
You can download the PDF with more information about the environmental graphics solutions we provided for Trek Bicycle. To further discuss or learn more about implementing similar solutions in your space, please contact us at [email protected] or reach out to your Sandy Alexander sales representative.
Download the full case study PDF here.
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