dmcny hot creative
DESCRIPTION
Presentation to the Direct Marketing Club of New York 4-14-09 on Hot Creative. Discussed trend toward more branded direct response promotions (focusing on publishing)TRANSCRIPT
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Hot Creative!
The basics for winning creative in today’s
multi-channel world
Peter Milburn, President, RE:DIRECT
April 14, 2009
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WHAT IS HOT
CREATIVE?
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Not Bad – But No Response Element
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Okay this Works
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This Creative is Getting Ugly
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Official Junk Status
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Hot Creative is the
Perfect Blend of
Branding and Tactics
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Typical Branding Considerations
Use Brand Colors
Use Brand Fonts (or very similar ones)
If creative is online, match up to website
Use Brand Visual Idioms (accent characters, flourishes)
Mimic Brand Imagery (photos, illustration styles)
Do your homework – ask clients for brand samples
Ask for brand guidelines
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Typical Direct Response Promotion Tactics
Urgency
Free Item, Free Trial, Free Shipping
Coupons
Save Big, Save Now, Save Over Others
Blind, Bill-like OE
Premium, Freemium, Lift Note, Chit
Teach and Tease
Action-Benefit Model
Sweepstakes
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All You Launch Inserts
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Rolling Stone Insert Cards
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Blueprint Email
Editorial PageAcquisition Email
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Tie Email to Website Brand
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Smithsonian Acquisition Email and Test Effort
Control
Test
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Smithsonian Magazine
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BusinessWeek Acquisition Email – 1st Round
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BusinessWeek Acquisition Email – Final
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BusinessWeek Wrap – 1st Round
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BusinessWeek Wrap – Final
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The TIME Brand Was Getting Stale
Research showed TIME needed to move from the “Dusty
Old Librarian” to the “Explorer”
“This is the way it is because
I am really smart and I’ve
been around a long time.”
“Wow! This is really cool!
Look at what I found. What
do you think of it?”
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TIME Renewal Series – Classic Tactic Driven
2 ALT WITH
PREMIUM
1
2
3
CHITS
2 ALT WITH
PREMIUM
4
5
5 ALT
STUDENT
6
7
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TIME “Discover Seeker” Branded Renewal Chit
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TIME “Discover Seeker” Branded Renewals
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TIME “Discover Seeker” Branded Renewals
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TIME “Discover Seeker” Branded Renewals
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Economist Renewal
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Economist Renewal
On back of OE
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Economist Renewal
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Economist Renewal
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So Does Well Branded Creative Work In Direct – Yes It Does!
OLD v NEW
Resp. % New Old Old v
Series Series** New
Effort 1 22.77% 13.33% -9.44%
Effort 2 15.16% 6.95% -8.21%
Effort 3 19.70% 6.13% -13.57%
Effort 4 18.71% 4.54% -14.17%
Effort 5 7.66% 1.88% -5.78%
Effort 6 1.75% 1.01% -0.74%
Effort 7 0.00% 1.53% 1.53%
TOTAL 16.17% 6.37% -9.80%
Ren. Rate To Date 40.75% 30.44% -10.30%
Over 10% Lift in
Renewals Across
the Series
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Thank You!