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A look at what creativity in direct marketing comprises - and how to leverage creativity in todays marketplace
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Marketing Week - SAAugust 2008
Creativity in Direct Marketing
Ye Olde
Direct
Marketing
Methods
Web 1.0 1990’s
Web 2.0 2000’s
Web 3.0
...content in the context of target audience...
Welcome to direct marketing......
Welcome to DM 8.0
DM 1.0
DM 2.0
DM 3.0
DM 4.0
DM 5.0
DM 7.0
DM 8.0
Anything that can deliver a targeted message
incite some desirable action
and generate a response......
All digital is direct.
But not all direct is digital.
Test, learn, refine, roll-out.
Experiment, insight, optimise, roll-out.
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wanamaker1838 - 1922
76% of marketers had no way to determine their return on investment from their lead agencies.
Forrester Research, March 2007
“Advertising is the last bastion of unaccountable spending in corporate America”
Eric Schmidt, CEO, Google
Doing what you’ve always done
will no longer get you what you’ve always got.
Applying a direct filter - today.
Components of direct
30%
10%Targeting
Proposition
60%CreativeExecution
Components of direct
60%Targeting
• Who do you want to target? Why are theyright group for this offer?
• What unifies them as a customer group – whatseparates them from other potential customergroups
• When is the optimum time to reach them?
• What is the clear indicator that identifiesthem as being suitable for the product?
30%Proposition
• What’s the single most important thing youwant to say to the customer?
• What’s the undeniable customer need that issatisfied by our product benefit?
• What do you want customers to do?
10%Execution • Executional Excellence
Source: Drayton Bird – Common sense DM
And after 14 years of validation....
65%
20%
10%5%
Targeting Proposition Creative Timing
Targeting
Knowing - and finding - your audience
• Existing
• modelling and analysis
• differential marketing strategy
• Prospecting
• sources of data
• contribution of other media
Differentiation
Engagement
Value
X
Differentiation
Engagement
Value
B
D ?C
An interesting way to develop geo-demographic insights
Don’t count the customers you reach. Reach those who count.
Proposition
Brand ambitions are not value propositions.
Propositions
• Vitally important to encapsulate the purpose
• If all else fails it could run as the headline
• Can the essence be conveyed in one word?
Messaging
• Clear and single minded
• Easily understood
• Relevant, relevant and relevant
• The recipient knows exactly what to do
• Appropriate use of disclaimers!
Creativity
American Express “Centurion”
American Express “Centurion”
Lenovo “Get Angry”
Lenovo “Get Angry”
Lenovo “Get Angry”
Lenovo “Get Angry”
Royal Mail - Chocolate Letter
MyerOne Launch
Guide Dogs “Collar”
Virgin Travel “Atmosphere”
Royal Mail - Philatelic
CDM3. Dimensional Mail COMMONWEALTH BANK,‘CAKE’ PROBLEM:In order to get a higher interest rate on their funds, many Commonwealth Bank business customers were parking their company’s cash reserves in high-interest accounts with other financial institutions.
Commonwealth Bank set the target of convincing 5% of these businesses that they could keep their money with CBA and still achieve a high interest rate (7.25% with the Business Online Saver account). However, Financial Controllers of these businesses are notoriously dismissive of marketing communications.
SOLUTION:We worked in conjunction with local bakers from around the country to send these Financial Controllers something that would get their attention and help celebrate the great interest rate we were offering – a cake!
Please Note: Due to this pack being of a perishable nature, we were unable to supply an actual sample.
RESULTS:This mailing achieved a 15.62% conversion rate, which saw an incredible $14,068,862 swept into Commonwealth Bank’s Business Online Saver accounts. This campaign represents an amazing return on investment of 472%!
(And above all, we were able to avoid using any clichés, like ‘getting a bigger slice of the pie’, ‘proof is in the pudding’, and ‘a piece of cake’. That’s what we call having your cake and eating it too.)
Commonwealth Bank - “Cake”
AA - Hitch-hiker
GradManager.com
GradManager.com
Things to do - today
• Be specific in who you talk to
• don’t count those you reach - reach those who count
• Talk to fewer people to get greater results
• apply differential strategies based on value to the business
• Think differently about the opportunities and the market
• doing what you’ve always done, won’t get you what you’ve always got
• Use a range of channels for impact
