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At Canada Post, we’re rethinking direct mail, its role in the marketing mix and how it supports the broader vision of integrated marketing. The Cross-Media Campus provides training that focuses on creating powerful synergies between physical, digital, social and traditional media. Learn how to combine direct mail, email, web and other media to increase marketing ROI and effectiveness. Program Ambassador, Mark Morin is a passionate marketing communications strategist with 30+ years of hands-on experience in creating powerful, effective and results-oriented material for national and international brands. He is also one of Canada’s pioneers in relationship marketing education. Mark is president of Stratégies Marketing Direct, a relationship marketing agency focused on creating powerful, relevant B2Me marketing campaigns. Best-in-class principles for high-impact direct mail and integrated cross-media creative. KEY CONTENT • How direct mail and cross-media campaigns build the brand while they produce results • Inspiring examples from around the world • Most effective creative DM formats • Best practices in DM and cross-media creative (copy and design) • Can you do that? Creativity and DM: just how far can you go?
Citation preview
#DMcreative101
ü Everyone is muted
üAudio test
üFor best results use a headphone connected to your computer
üCopy of presentation will be sent to all attendees
#DMcreative101
HOUSEKEEPING
#DMcreative101
QUESTION PERIOD AT END OF WEBINARQ&A
Please type your question in the
questions panel.
Twitter hashtag: #DMcreative101
or
#DMcreative101
THANKS TO OUR
TITLE SPONSORS
#DMcreative
GUEST SPEAKERMARK MORINPRESIDENTSTRATEGIES RELATIONSHIP MARKETING
Twitter: mark_morinBlog: strategies.ca/B2Me
creativeDM & CROSS-MEDIA
45 minutes...IN THE NEXT
perspective
event → process
NEED
LEARN
CHOOSE
PREPARE
USE
DEEPEN
SHARE
DIVERSIFY
journeyTHE CUSTOMER
awareness
action→
CHOOSELEARN USENEED
journeyTHE CUSTOMER
the message
postcards
1.12% – 2.47%
selfmailers
1.44% – 3.95%
START
FINISH!The fact that the consumer had to keep opening to get to the final
foldouts
2010© Strategies Marketing Direct. All Rights Reserved2010© Strategies Marketing Direct All Rights Reserved
booklets
packages
1.44% – 3.95%
dimensionals
dimensionalsEXTRA
canadapost.ca
Dimensional Addressed Admail™
They try it, then they buy it.Sending samples and promotions in the mail is a powerful marketing tool because it gives consumers what they want – offers that are relevant to them, which they can try in the privacy of their home.
Build awareness of new products and services
The Dimensional Addressed Admail service has the reach to get your sample into the hands of every Canadian household or business on your mailing list. That’s a great start to building awareness.
Encourage trial and response
By targeting the groups most likely to value your offer, you can get high-potential prospects to the trial stage.
Drive intent to purchase
Linking your sample with a coupon, in-store promotion or other response tool, can help you create an intent to purchase – not just generate awareness.
Stand out. Be noticed. Get results.
The Dimensional Addressed Admail service combines the power of direct mail with the impact of product sampling to drive new sales for your business.
Cross-sell to existing customers
Use the Dimensional Addressed Admail service to introduce existing customers to new offers and build brand loyalty .
Target, test and measure
The pinpoint accuracy and timing of the Dimensional Addressed Admail service allows you to test different offers, messaging, creative or response tools to refine your direct marketing program over time.
Improve sampling ROI
With the ability to target your best prospects with the right samples, the audience will be more likely to respond.
87% of consumers respond to mail with samples.*
A new unique way to get your mail noticedYou already use postal indicia for your Addressed Admail™ and Lettermail™ items, so why not take it to an exciting new level? Take advantage of the free Customized Postal Indicia feature from Canada Post to get your mail noticed, opened and read.
Reinforce your brand Create your own eye-catching indicia that will draw attention to your company brand, products or services, tag lines or logos.
Get your mail noticed right from the envelopeUse Customized Postal Indicia to trigger interest, make your messages stand out and communicate to your audience even before they open the envelope.
Get started today. Visit canadapost.ca/indicia or contact us at customizedindicia@canadapost.ca.
Canada Post Customized Postal Indicia
Strengthen customer relationshipsAdd a personal touch with Customized Postal Indicia to ensure that your mail is easily recognizable by your customers, which can help build loyalty and keep your brand top of mind.
Announce special eventsUse Customized Postal Indicia to highlight key messages and special events, such as product launches, special promotions and anniversaries.
0000000
Available in May 2013
Addressed Admail™ and Lettermail™ are trademarks of Canada Post Corporation.
your messages stand out and communicate to your audience even before they open the envelope.
JOHN JONES
MARKETING DEPT
10-123 1/2 MAIN ST NW
MONTREAL QC H3Z 2Y7
FASH
IONIST
A BOUTIQ
UE
35 B
RACO ST
OTTAW
A ON K
2L 1B
6
SPRIN
G SA
LE
0000
000
0000
000
JOHN JONES
MARKETING DEPT
10-123 1/2 MAIN ST NW
MONTREAL QC H3Z 2Y7
DÉCOR MODE MAISONNÉE
8143 BOUL DES ANGES
GATINEAU QC K1A 2L2
0000000
0000000
JOHN JON
ES
MARKETIN
G DEPT
10-123 1
/2 MAIN
ST NW
MONTREAL
QC H3Z
2Y7
ACCÈS MOBILITÉ
942 RUE DU TERROIR
MONTRÉAL QC J7V 8P9
00000000000000
JOHN JONESMARKETING DEPT10-123 1/2 MAIN ST NWMONTREAL QC H3Z 2Y7
MOD.R.N HOME FURNISHINGS583 BANK STOTTAWA ON K1G 4T7
0000000
canadapost.ca/indiciacanadapost.ca/indicia or contact us at or contact us at
Addressed Admail
DÉCOR MODE MAISONNÉE
8143 BOUL DES ANGES
GATINEAU QC K1A 2L2
DÉCOR MODE MAISONNÉE
8143 BOUL DES ANGES
GATINEAU QC K1A 2L2
MOD.R.N HOME FURNISHINGS
0000000
JOHN JONESMARKETING DEPT10-123 1/2 MAIN ST NW
MONTREAL QC H3Z 2Y7
DAISIES FOR EMMA717 ROBIN STOTTAWA ON K1S 4L6
0000000
Customize in three easy steps!
We know your time is valuable, which is why we’ve made Customized Postal Indicia as easy as 1-2-3.
Download the Customized Postal Indicia template at canadapost.ca/indicia.
2 Design your indicia and send it to customizedindicia@canadapost.ca for approval.
3 Print indicia on your mail and deposit it for delivery.
Customize in three easy steps!
A new unique way to get your mail noticedYou already use postal indicia for your Addressed Admail™ and Lettermail™ items, so why not take it to an exciting new level? Take advantage of the free Customized Postal Indicia feature from Canada Post to get your mail noticed, opened and read.
Reinforce your brand Create your own eye-catching indicia that will draw attention to your company brand, products or services, tag lines or logos.
Get your mail noticed right from the envelopeUse Customized Postal Indicia to trigger interest, make your messages stand out and communicate to your audience even before they open the envelope.
Get started today. Visit canadapost.ca/indicia or contact us at customizedindicia@canadapost.ca.
Canada Post Customized Postal Indicia
Strengthen customer relationshipsAdd a personal touch with Customized Postal Indicia to ensure that your mail is easily recognizable by your customers, which can help build loyalty and keep your brand top of mind.
Announce special eventsUse Customized Postal Indicia to highlight key messages and special events, such as product launches, special promotions and anniversaries.
0000000
Available in May 2013
Addressed Admail™ and Lettermail™ are trademarks of Canada Post Corporation.
your messages stand out and communicate to your audience even before they open the envelope.
JOHN JONES
MARKETING DEPT
10-123 1/2 MAIN ST NW
MONTREAL QC H3Z 2Y7
FASH
IONIST
A BOUTIQ
UE
35 B
RACO ST
OTTAW
A ON K
2L 1B
6
SPRIN
G SA
LE
0000
000
0000
000
JOHN JONES
MARKETING DEPT
10-123 1/2 MAIN ST NW
MONTREAL QC H3Z 2Y7
DÉCOR MODE MAISONNÉE
8143 BOUL DES ANGES
GATINEAU QC K1A 2L2
0000000
0000000
JOHN JON
ES
MARKETIN
G DEPT
10-123 1
/2 MAIN
ST NW
MONTREAL
QC H3Z
2Y7
ACCÈS MOBILITÉ
942 RUE DU TERROIR
MONTRÉAL QC J7V 8P9
00000000000000
JOHN JONESMARKETING DEPT10-123 1/2 MAIN ST NWMONTREAL QC H3Z 2Y7
MOD.R.N HOME FURNISHINGS583 BANK STOTTAWA ON K1G 4T7
0000000
canadapost.ca/indiciacanadapost.ca/indicia or contact us at or contact us at
Addressed Admail
DÉCOR MODE MAISONNÉE
8143 BOUL DES ANGES
GATINEAU QC K1A 2L2
DÉCOR MODE MAISONNÉE
8143 BOUL DES ANGES
GATINEAU QC K1A 2L2
MOD.R.N HOME FURNISHINGS
0000000
JOHN JONESMARKETING DEPT10-123 1/2 MAIN ST NW
MONTREAL QC H3Z 2Y7
DAISIES FOR EMMA717 ROBIN STOTTAWA ON K1S 4L6
0000000
Customize in three easy steps!
We know your time is valuable, which is why we’ve made Customized Postal Indicia as easy as 1-2-3.
Download the Customized Postal Indicia template at canadapost.ca/indicia.
2 Design your indicia and send it to customizedindicia@canadapost.ca for approval.
3 Print indicia on your mail and deposit it for delivery.
Customize in three easy steps!
indiciaCUSTOM
YOU HAVE 3 SECONDSSIZE MATTERS
USE THE RIGHT FORMAT FOR THE JOB
DM IS A PERSONAL CONNECTION
formats
creativity
1. TELL A STORY2. CREATE RELEVANCE3. BUILD URGENCY4. STIMULATE INTERACTION5. TOUCH THE SENSES6. CALL TO ACTION
six keys
tell a story
long ↔ short
copy length
create relevance
WIIFM?
benefits
help choose
help choose
createurgency
source: slopefillers.com
time ↔ quantity
images courtesy of Liftopia
stimulateinteraction
Quartier chance!
GrattezVOUS POURRIEZ
ÉCONOMISER 250 $
+
Vous vivez dans un
images courtesy of Information Packaging
Photo courtesy of Creative Marketing Solutions
Photo courtesy of Kyp Plc
QRcodes
Personal URLs
USB keys
touch the senses
“Greater emotional processing is facilitated by the PHYSICAL MATERIAL than the virtual.”
physicalTHE IMPACT OF Source: Millward Brown: Case Study Understanding Direct Mail with Neuroscience, 2009
49
callto action
1. TELL A STORY2. CREATE RELEVANCE3. BUILD URGENCY4. STIMULATE INTERACTION5. TOUCH THE SENSES6. CALL TO ACTION
six keys
#DMcreative101
TIME FOR YOUR QUESTIONS!Q&A
Please type your question in the
questions panel.
Twitter hashtag: #DMcreative101
or
#DMcreative
THANKS TO OUR
TITLE SPONSORS
#DMcreative101
Direct Mail & Cross Media StrategyHow to create a high-impact strategy thatdrives results for your clients:
Wed, Jun 5, 2013 12:00 PM - 1:00 PM EDT https://www2.gotomeeting.com/register/778876826
OUR NEXT WEBINAR
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