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60 Days of Direct Marketing Trends
Presented By:
@DTStephenBrown@FUSEMG
Stephen Brown, President, FUSE Marketing Group
October 28, 2015
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1979October 28, 2015
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1989October 28, 2015
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1990October 28, 2015
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1992October 28, 2015
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1995October 28, 2015
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1997October 28, 2015
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1997October 28, 2015
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2000October 28, 2015
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2003October 28, 2015
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2003 – 2015October 28, 2015
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2003 – 2015
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2003 – 2015
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2003 – 2015
60 Days of Direct Marketing
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My Lens on Good and Great DM: Personalization • Relevance • Senses Innovative Presence • Twitter
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Top Findings:Some Good, Some Average, Some Ugly
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Email and Unaddressed Admail are winning the clutter game
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The biggest clutter:QSRs + Realtors
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Maximizeformat to
leverage value of coupons
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Strong tactile format for gift
cards
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Smart copy and
design
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NFP, FI, Retail winning theAddressed Admail volume game
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Avoid heavy copy
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Smart copy, design and
format
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Innovative Format
(Stand above#10 OE’s)
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Smart copy, design and
format
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Clean design, well integrated
(branding?)
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Auto Isn’t Mailing
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The Innovation GameIs Sadly Missing
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Poor to Average Creative is More the Norm
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Print Ad Folded
(big fail)
Hard-hittingCopy
(big win)
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High ProductionAnd Design
Value
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Bold creative,
highlypersonalized
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Innovative Format
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Meh Creative, Excellent Targeting
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Excellent Production
Value
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InnovativeDesign &
Production
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Misleading Copy… that
worked
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Landscape Is Ripe For Success: Targeted • Enabling Technology Digital Integration • Volume Gap • Creativity Gap
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60 Days of Direct Marketing Trends
Presented By:
@DTStephenBrown@FUSEMG
Stephen Brown, President, FUSE Marketing Group
October 28, 2015
