The Creative Department’s Bil l of Rights

The First 10 Amendments to theDirect Marketing Constitution

Presented by

Jeff Chase

2

Objectives

After today, you’ll be inspired to: Achieve traditional goals in nontraditional ways

Set clients apart with fresh approaches

Improve success with simplicity and creativity

3

Historical Perspective

Direct Marketing is grounded in proof and steeped in history. Pervasive beliefs include: If it worked once, it will work again

If it hasn’t worked, it will never work

Less is less, and more is more

4

But are those truths actually inalienable?

5

The Eternal Feud

Creative people want to birth something new

and original.

Direct Marketing gurus lean toward past

successes.

6

Preamble

We the Creative Department, in order to better serve our clients, drive sales, support

the brand, generate a positive ROI and ensure interdepartmental tranquility, do ordain and establish these 10 Amendments to the

Direct Marketing Constitution.

7

Amendment 1 Freedom of Originality

Do something that’s never been done.

Package format/size Photography or illustration Interactivity Production techniques Here’s an idea … HAVE AN IDEA

Don’t just stand out … stand for something!

8

That’s different

9

Nice

10

Interesting

11

Vivid

12

Amendment 2 The Right to Simplify

But that’s not all! Call, email, fax, click, buy, download and vomit today!

Reduce the noise Talk about one thing Keep the layouts clean Make the offer obvious Make it easy to respond Don’t look desperate

13

Oops

14

That’s better

15

Simple

16

Amendment 3 The Right to Speak One-to-One

Get as personal as possible, even exclusive.

Use variable printing to create versions Dive deeper than demographics Don’t stop with copy Data is the key

17

You can do better

18

This is personal

19

Amendment 4The Right to Talk Up to Your Audience

Aiming for the lowest common denominator?

Aim for the highest, instead Show them you get it Talk like a friend, colleague or authority Make it easy, but not dumb Respect their intelligence

20

Good use of detail

21

Know your audience

22

Amendment 5 The Right to Treat Business PeopleLike Regular People

Emotional insights can win over a B2B buyer.

There are two sides to every brain Find the emotional hot button Give them ammo to justify

23

Zzzzzzzzzz

24

Oh, to dream

25

It all fits together

26

Humor? You bet.

27

Try not to look

28

Amendment 6 Freedom to Ask for More Money

Sell ROI to justify higher production values.

Dimensional Split mailings Reduce the list Fund as you earn Don’t forget the all-important ROI calculator

29

Stand out

30

Jump the gatekeeper

31

Amendment 7 Freedom of Branding

Is branding a good use of direct mail?

Can you identify your prospects? Is print advertising too broad? Is the sales cycle long and complex? The “P” word? Do you need to establish credibility?

32

Interact with the brand

33

Hey, did you know?

34

Amendment 8 The Right Not to Sell

It’s not always appropriate to say, “Buy now!”

Shows you don’t get it Offer a personal meeting or demo Use the medium to start a relationship Inform today – sell tomorrow

35

Great results

36

Find out more

37

Ah, the invitation

38

Try it, then we’ll talk

39

Amendment 9 Freedom of Response

When you ask for a response, keep it simple and make it obvious.

One or two options, max Make it pop Easier to track Now … about that BRC

40

Yikes

41

Amendment 10 Freedom of Postscript

Understand the purpose of the P.S. and find another way to achieve it.

Consider your audience What’s appropriate for the situation? Are there graphic limitations?

42

Can’t miss this

43

Brighter than a P.S.

44

But wait, there’s more!

45

Amendment 11 The Right to Reverse Type

Keep these “ities” in mind:

Priority Visibility Quantity Legibility

46

Hard to read? How do you get around?

47

But you have to be careful.

48

When done right, it’s a powerful technique.

49

50

51

P.S.

Respect the past, but challenge the status quo.

Achieve traditional goals in nontraditional ways

Set clients apart with fresh approaches

Improve success with simplicity and creativity

52

Thanks!