Creativity in Direct Marketing

Multi-Channel Direct Marketing Certificate

DATA

Creativity in Direct Marketing How to get it, evaluate it and feedback on it.

1. The Creative Brief - Single-minded propositions

2. Case study

3. The creative process

4. How to evaluate and feedback on creative work

5. Feed your mind.

Creativity in Direct Marketing How to get it, evaluate it and feedback on it.

1. The Creative Brief - Single-minded propositions

2. Case study

3. The creative process

4. How to evaluate and feedback on creative work

5. Feed your mind.

1. The Creative Brief

THE CLIENT the what the who the why the how where and when

THE CREATIVES

A B • •

the what

the when

the where

the how

the why

props

The single most motivating thing we have

to say

Say it in the most memorable

way

TEN PROP STARTERS

1.  An outstanding characteristic of the product or services ~ something unique like a secret ingredient

2.  Pricing ~ we’ll beat any published price Vs most expensive

3.  Heritage ~ newest Vs oldest

4.  Disadvantages of not using the product or service 5.  Direct comparison ~ “The Coke-Pepsi taste test”

6.  Newsworthiness ~ Australian first, anniversaries

7.  Generic benefit ~ ‘when there is nothing to say, then say it with flair’

8.  Famous people ~ do any celbs use the product

9.  How or where the product was made ~ Cuba Vs Bega

10. Does the product or service fulfill one of the nine basic human needs?

Does the product or service fulfill one of the nine basic human needs? 1.  SECURITY - is the need to feel safe, to feel assured.

2.  ADVENTURE - is the need for an adrenaline rush, to have new experiences.

3.  FREEDOM - is the need for independence and spontaneity.

4.  EXCHANGE - is there a need to trade information and knowledge with others, not just to

mingle or socialize, but to deliver and receive something of value.

5.  POWER - People with a need for power need to be in a position of authority and

responsibility.

6.  EXPANSION - is the need to build something, to create an empire, to expand horizons.

7.  ACCEPTANCE - is the need to accept yourself and be accepted by others.

8.  COMMUNITY - people with a need for community like having people around.

9.  EXPRESSION - is the need to be artistic, to be seen, to be heard, to be felt.

Abraham Maslow (1954) & The Institute for Management Excellence (2001)

is the prop true?

the who

Men and women aged 50 and over.

Mature out look on life, well established financially, some with

older children and some even with grandchildren.

Now try to picture this group of people.

What do they look like?

What do they think and feel?

What is important to them?

What do they enjoy doing?

What do they want?

EXERCISE: Imagine these fifty year olds.

Always in the kitchen in her apron.

Sits around watching old movies.

A PEN PORTRAIT: ‘Freedom Fighters’

•  DIARY FEED:

MATTHEW’S PROFILE AGE 55

STATUS Divorced, De-facto

INTERESTED IN Friends, exploring, making practical jokes.

PERSONAL VALUES & QUALITIES Relaxed, comfortable, social, spontaneous

TECHNOLOGY IN LIFE Reasonably quick to adopt new technologies (Moderately confident)

WHO AM I? Hi, my name is Matthew. I’m 55 years old and live in Brisbane with my partner Betty. She is currently not working and I am planning to retire in the next few years but am currently still managing a mobile Butcher Business. We also own an investment property up at Nelsons Bay. The business is still doing quite well and has allowed Betts and I the luxury of travelling. Betts describes me as a bit of a joker and a rebel. We haven’t planned much for the future retirement but would love to do a world trip at some stage.

I have many hobbies that I try to fit in my spare time including sailing, golfing and most recently boulder rock-climbing that my friend advised that I consider taking part in. I love the freedom and adventure that these sports add to my every-day life and am looking forward to travelling all over the world to different bouldering locations. My friends describe me as not the most conventional person, but rules are made to be broken I say. Besides this, I believe I have earnt to right to have some fun given I have worked so hard for 30 years. I am quite interested in the new technologies coming out.

This year I have just bought my first mobile. Up until now all my mobiles were provided through work or given to me by my kids for a present and therefore I haven’t really found a need to buy one. Mobiles don’t dictate my life, in fact I find them sometimes a nuisance when doing things and they always seem to interrupt me somehow. Really I just want to do what I want when I want. It’s mainly there as a mode of contact for people when I need it. I have never switched my phone handset before and probably wouldn’t bother unless there was a great deal. Price is the biggest influence on the phone I buy. I don’t care about any optional extras such as music or internet. Cheaper rates on my mobile would really convince me to get a certain mobile deal. I don’t really use my mobile for texting- I find this inconvenient so I would rather call but I ensure that I keep these phone calls brief to keep the cost down.

MARKET STATS 13% Market Volume share

64% Post-pay (n.s) 36% Pre-pay (n.s) 26% MBB*

Less than $30 average monthly spend (57%)

Phone ‘wary’ Lower than average message rate Average of 2.9 SMS/day

Upgrades handset less than every 24 months or has never upgraded

When choosing a phone: Price and battery life most important

Music, internet, aesthetics least important

When choosing a service provider:

Cheap rates are the most important

get to know your customers

2.a Case studies

Mowie

Campaign Optimisation Brief: CLIENT: Diesel TITLE: Mowie Motorbike Helmet NAME: Mowie JOB No.: DIE001 DATE: 29/03/2011

What is the problem or opportunity? Launch Diesel’s new Mowie motorbike helmet in a completely different way from previous launches.

Why will this resonate with the audience? The collaboration between Diesel and AGV has combined the materials and look of a credible street fashion label with the quality and safety of one of the world’s biggest helmet makers to create the coolest helmet on the road.

Who are we talking to. Motorbikers who are young at heart and have a strong sense of fashion.

WHO WHAT

WHY How and where might we best engage with the audience? There is only small budget for this launch. We want to engage with, and have as many people as possible talk about the helmet. So think beyond the normal Diesel PR product launch campaigns.

HOW

PROP Cool protection

2.b Ten channels

3.Creativity Understanding the creative process

The secret to creating memorable ads

straight headlines, need twisted pictures

straight pictures, need twisted headlines

4. How to evaluate and give feedback on creative work

How to evaluate and feedback on creative work

1. Before SMILE The Creatives are nearly always very nervous. You’ll get a better result by being positive and setting a relaxed mood.

REVISIT Always revisit the main points of the brief.

EXPECTATIONS Have a clear understanding of what level of finish is going to be presented.

IN PERSON Always try to have the creative team present to you.

CUSTOMERS You should have just revisited

the target audience, so now think like your customer.

IDEA Does the idea bring to life the proposition in a memorable or compelling way.


2. During

‘BIG IDEAS are your last legal means of an unfair competitive advantage’

CUSTOMERS You should have just revisited

the target audience, so now think like your customer.

IDEA Does the idea bring to life the proposition in a memorable or compelling way.


2. During

LEGS Does the idea work well in all channels? Paper & Pixels.

MINUTIA Don’t sweat about a missed comma. Worry about a missing idea.

IMPRESSIONS Give an initial impression. It’s okay to be general, if you are going to feedback formally later.

OPINIONS Avoid giving it the good old ‘once round the office’. Everyone has an opinion but have they read the brief?

DOUBT Not sure? Then pin it on your office wall and give it the overnight test. Sleep on it and see how it looks in the morning.


3. After

5. Feed your mind. Places you should visit

Walk ‘n’ Read

Book Shops Books Kinokuniya 500 George Street

www.kinokuniya.com

Flick ‘n’ Read Magazines »  Directory – The best and ONLY Direct Marketing magazine in the world. wwwdirectnewideas.com

»  Communication Arts – Award Annuals, quarterly magazine. www.commarts.com

»  Archive - Creative advertising magazine. www.luerzersarchive.net/luerzers-products.asp

»  B&T, AdNews and Campaign Brief

Click ‘n’ Read Direct Daily directdaily.com

Banner Blog bannerblog.com

The Ads of the World adsoftheworld.com

Keep ‘n’ Read Creative Books »  The Craft of Copywriting – Alistair Compton

»  Cutting Edge Advertising II – Jim Atchison

»  Hey whipple, sqeeze this – Luke Sullivan

»  It’s not… & Whatever… – Paul Arden

Keep ‘n’ Read

Old skool »  Commonsense Direct & Digital Marketing – Drayton Bird

www.draytonbird.com

thank you questions

Education

Creativity in Direct Marketing