week 12 – yet another humber exclusive in association with steven bochenek november 24, 2011

Week 12 – Yet Another Humber Exclusive

In Association with Steven Bochenek

November 24, 2011

Today’s Lesson

• Getting qualified leads• Sustaining effective relationships through, promos, offers

and/or building community• Generating trial, upgrading, cross-branding or switching• Getting your hands on the right lists and data• Listen to the Age of Persuasion:

http://www.cbc.ca/ageofpersuasion/episode/2010/01/13/season-4-pitchmen/

First – A Brain Stretcher!

To get your creative cheese stinking.

We’re playing for prizes: Top 3 runners-up get choco treats

But REELLEE First!

Creative presentation tips:1) Never show anything you wouldn’t want to

see produced. 99% of the time, clients will choose the safe option. Too many of these and your portfolio rots.

2) Put your favourites at the front and back, first and last. They get noticed.

First – A Brain Stretcher!

Write and perform two verses of a traditional 12-bar blues song, starting with:“Well, I woke up this mo’nin’ And my guts done went on strike”

You have 2 minutes. NB: remember the tips. Who wants to go first and last?

Today’s Lesson

• Getting qualified leads• Sustaining effective relationships through, promos, offers

and/or building community• Generating trial, upgrading, cross-branding or switching• Getting your hands on the right lists and data • Listen to the Age of Persuasion:


Today’s Lesson• Getting qualified leads

Product: The Capital One Toronto Maple Leafs MasterCard

Where would they find the most leads for the least investment?

Hint: fish where the fish are (for there are no bigger fish in the world than Leafs fans)

Getting qualified leads

Product: The Capital One Toronto Maple Leafs MasterCardWhere would they find the most leads for the least investment?

That’s right, Leaf Games! • Hire a promo company run on cheap student labour (no

offense) and give away some free Leafs swag for names

But where else?



That’s right, The Leafs’ website.• Banner ads• email list (same basic principles as direct mail)• possibly a Twitter/Facebook promotion

But where else?



That’s right, Sports Magazines.b) You could advertise. Look at these Reader’s Digest FSIs and

bound-in response ads. How do they stand out?

Materials in the magazine• Getting qualified leads

Arrives bound in plastic,containing more thanjust the magazine.

DR materials targeted bypostal code and gender


A catalogue rests betweenthe address card and the magazine itself.

Expect many more of thesein early December’s issue


Big surprise: we’re about to go slightly off topic.

There are lots of jobs in this industry. Genuine writing with plenty of learning and detail.Can be very exciting. Ask me about John Halley.


Back to the point:Hideous FSIs* that probably work. They’re scaled downto ‘digest size’. (Mag hasits own dimensional Buzzword.)

*Free-standing insert


Bound-in DR ad. Different‘stock’ means you’re far morelikely to open to here first,and it’s impossible not to notice difference in feeling while you leaf through the mag. (Tricky buggers!)


Many direct marketers use this for AIDA in lieu ofa clever idea. Why pay someslacker in a toque to come upwith ‘breakthrough’ ideas when you just opened to thisvery page and noticed it?

Remember Zig? The stock switch is a zag. Clever? No.Effective? Sadly, yes.

Today’s Lesson

• √ Getting qualified leads• Sustaining effective relationships through, promos, offers

and/or building community• Generating trial, upgrading, cross-branding or switching• Getting your hands on the right lists and data • Listen to the Age of Persuasion:


Sustaining effective relationships through, promos, offers and/or building community

Promotionto brandloyalists


Promo to loyalistsRiceworks is a brown rice snack that’s gluten-free, has no

preservatives, is 33% lighter than chips. It has a huge following



preservatives, is 33% lighter than chips. It has a huge following.

Recipeworks is a cookbook that riceworks published last year, filled completely with recipes that contain riceworks as an ingredient.

Devotees of the product were the authors of the recipes.

This promotion needed to encourage submissions.



preservatives, is 33% lighter than chips. It has a huge following.

Recipeworks is a cookbook that riceworks is publishing now, filled completely with recipes that contain riceworks as an ingredient. This promotion needed to encourage submissions.

1) Email campaign: solicited those who volunteered to be the riceworks email list.






2) Reminded them on blog, Facebook and Twitter and asked them to tell their friends. (Community building)







3) Press Release: online, PR is the new advertising.







3) Press Release: online, PR is the new advertising.All driving them to the site to sign up and submit a recipe.


Promotionto brandloyalists

Today’s Lesson• √ Getting qualified leads• √ Sustaining effective relationships through, promos, offers and/or

building community• Generating trial, upgrading, cross-branding or switching• Getting your hands on the right lists and data

Generating trial, upgrading, cross-branding or switching

Generating trial: Getting them to try you out.

Can you think of an example that we’ve used this year?


Generating trial: Getting them to try you out.

Example President’s Choice Financial“no-fee bank account” launch campaign

That’s right!


Upgrading: Getting them to use more of your products or services; or

premium versions thereof


Upgrading: Getting them to use more of your products or services; or premium versions thereof

Example:PC Financial direct deposit


Upgrading: Getting them to use more of your products or services; or premium versions thereof

Example:PC Financial direct depositdirect mail goes to new customers, immediately up-selling them, tomake all the efforts so far profitable


Cross-branding – sometimes called sub-branding:

Using the goodwill you’ve generated with your brand to create new brands

Can you think of an example?


Cross-branding – sometimes called sub-branding: Using the goodwill you’ve generated with your brand to create new brands

Example:PC Financial itself is a cross-brand.

Teacher got a two-fer!


Cross-branding – sometimes called sub-branding: Using the goodwill you’ve generated with your brand to create new brands

Example:PC Financial itself is a cross-brand,borrowed from Loblaws’ President’s Choice brand

Cross-cross branding sub-branding

President’s Choice Financial RSP product: “World’s Best RRSP” borrows first from PC, then PC’s sub-brand “World’s Best” line of pastas. (And then they killed the product line.)


Switching: Getting them to try you out because you do something

better than ‘the other leading brand’


Switching: Getting them to try you out because you do something better than ‘the other leading brand’

Example President’s Choice Financial“no-fee bank account” launch campaign.It’s inherently competitive and inviting readers to switch.

Teacher got a two-fer

Today’s Lesson• √ Getting qualified leads• √ Sustaining effective relationships through, promos, offers and/or

building community• Generating trial, upgrading, cross-branding or switching• Getting your hands on the right lists and data

Getting your hands on the right lists and data

List-brokers: The people who sell your information.

Get lists from magazines, credit card companies, phone companies, pretty much anywhere.


List-brokers: The people who sell your information.

Get lists from magazines, credit card companies, phone companies, pretty much anywhere.

Don’t hate them, even though most have hair implants, halitosis and pleats. The better the list, the less waste there is.


A good list means less waste. And that’s good for all of us!

“There’s no such things as junk mail, only inappropriate mail.”

Who said that?


A good list means less waste. And that’s good for all of us!

“There’s no such things as junk mail, only inappropriate mail.” – Drayton Bird

Today’s Lesson• Listen to the Age of Persuasion:


In-class Assignment

What small dimensional DM package would you drop off to the office of your favourite creative director?

Be prepared to show your idea to your friend 5 minutes before class ends. Ask about Jordan from last year.

week 12 – yet another humber exclusive in association with steven bochenek november 24, 2011

Documents

qualified leads product

gender slide

qualified leads big

toronto maple leafs

early decembers issue

leafs fans

leafs website

magazine getti