creative masterclass presented by andy owen managing director andy owen & associates ltd

Creative Masterclass

Presented by

Andy OwenManaging Director

Andy Owen & Associates Ltd

We are now at WAR…

This year, every single one of you in this room will lose AT

LEAST 20% of your customers…

Not only that, you will spend, on average, SEVEN TIMES

MORE on getting a new customer than on the one you

already have…

Be afraid…be VERY afraid…

Most so called ‘experts’ in

marketing and communication haven’t got a

clue…

In the marketing and communications arena right now, the lunatics

are running the asylum…

85% of all advertising and marketing is invisible, because it is so badly

done. 

14% of all advertising and marketing is extremely poor — either

unattractive, stupid, patronising, demeaning. ( Ironically, that’s better

than being invisible, because at least it might get your attention. )

 The remaining 1% is terrific work

Why is it so bad..?

Because no one studies

anymore…

180 seminars on all aspects of

contemporary DM

How many on creative and copy?

0

Yes, ZERO…

25 on CRM…21 on postal related issues…

21 on digital printing…20 on research…

13 by the brainless CIM…

…even 5 on how to win awards!

But a big fat ZERO on creative and copy

We deserve everything that’s

coming to us…

Communications that tend to work best these days,are the

ones that reward the recipient…

…by providing benefits, news or information, solving a problem or appealing to the emotions

What exactly is Direct Marketing?

“Any act which creates and profitably exploits a consistent

and beneficial dialogue between you and your customer or prospect”

Direct marketing is a TOTAL

commitment to getting and

retaining valuable customers

Why is DM so misunderstood?

,

 In my view, 2 main

reasons…

1. DM is still not recognised by the majority, as a specialist medium. One to one marketing is a completely different mindset, to the traditional advertising and marketing approach…

2. No one studies the medium. Caples, Hopkins, and Ogilvy were 3 geniuses in our industry. Yet, most creative directors and marketing chiefs have never read a word they’ve written.

How do we become better

direct marketers and make our

companies more profitable?

1. Have more customers

2. Have those customers place

business with you more often

3. Have them spend more when they do

business

The Direct Marketing Credo

1. The customer you’ve got is 4 – 5 times more likely to buy from you than someone identical who is not a customer.

2. A previous enquirer is about twice as likely to buy.

3. A past customer is usually the next best bet.

Focus on customers before prospects

Here’s why companies lose customers

1. Moved away or died 4%

2. Other company friendships 5%

3. Competition 9%

4. Product dissatisfaction 14%5. No contact/indifference or the attitude of the sales force 68%

Retail research by McGraw-Hill

“There is only one

profit centre in business.

It is your customer”

Peter Drucker

“It is infinitely more profitable to service an existing customer, than it is

to find a new one...”

“Something you know about your customer is much more important than anything you know about your product”.

 Harvey MacKay, Author of

‘How to Swim With The Sharks Without Being Eaten Alive’

But, you may be surprised to find out

that even in these tough times, most

companies know very little about their

customers...

“Customers have different names, ages, addresses, dialects, education,

incomes, ethnic backgrounds, experiences, aspirations,

circumstances, family structure, motivations, behaviour patterns, personalities, character traits,

physical features, emotional makeups and personal priorities.

Consumers are individuals as unique as snowflakes”

Jerry Reitman

In the last 5 years, there has been a massive

power shift, so it is vital that yourecognise this

and ACT…

We have to make it so easy for our customers to buy from

us…

…because it’s tough out there…and competition is

fierce…

Easier said than done though….

…so how do we do it..?

Understand how it works…

Understand what you must do and what you must

not…

Respect the communication process as much as the person with whom you are trying to

communicate…

 …Because, God knows, as an

industry, we need some help…

“You can divide advertising and marketing people into two groups. The amateurs and the professionals. The amateurs

are in the majority.

They aren’t students of communication. They guess. The professionals don’t guess, so they don’t waste so much of

their client’s money…”

Drayton Bird

No one STUDIES anymore…

We HAVE to wake up and smell the coffee…

In other words, get much better at delivering your promotional messages to

your customers and prospects…

It’s tough out there…and competition is

fierce…

, Our communications do not fall on virgin soil.

They are received by seasoned, sceptical advertising-literate

minds 

“The purpose of a direct response message is to

convince the reader, viewer or listener, to perform a positive

act as the direct result of having absorbed the message”

Herschell Gordon Lewis

80% Of Your Business Comes From Only 20% Of Your Customers

Where your marketing efforts must start

Successful business these days is NOT about making a sale.

It’s about making and KEEPING a customer…

“I realise that the next sale begins the

minute I deliver the new car”.

Joe Girard

Customers are like hearts…

…they go where they are

appreciated…

“The rewarded customer buys, multiplies and comes

back…”

 Dr Michael Lebeouf

So, give ‘em what they want…and then say “thank

you…”

‘Thank you’ for

spending your

time with me

today…

www.andyowen.co.uk

www.copywritingthatsells.com