Creative Strategies in Direct Marketing

1
Creative Strategies in Direct Marketing

• Chapter 5

2
Forms of Promotions

• Selling
• Advertising
• Publicity
• Support

3
Offers Databases Promotions Customers

• Promotion begins with research and leads to idea
  generation and finally copywriting
• Remember the 40/40/20 rule!
• Customers will respond if they believe there are
  benefits for them
• A good offer delivers benefits fulfilling needs
• Good copy conveys benefits

4
Brands Image-Building vs. Response
Transactions

• Direct marketers feel that its not creative
  unless it sells something.
• But direct marketers have also built strong
  brands and images.
• Their major objective, though, is generation of
  responses transactions.

5
The Ability to Buy vs. the Proneness to Spend

• A buyers ability to buy is evaluated by
  demographics income wealth
• A buyers proneness to spend (the willingness to
  buy) is evaluated by lifestyles and peer pressures

6
Copywriting and Graphics Techniques and Strategies

• I like to talk about your lawn not about my
  seed.
• Sell the sizzle not the steak
• Learn to think like a horse.

7
Feature vs. Advantagesvs. Benefits (FAB)

• Features (What the product has)
• Compact size
• High spin speed
• Wash temperature choice
• Range of Colors
• Integrated tumble drier

8
Feature vs. Advantages vs. Benefits (FAB)

• Advantages (What the features do)
• Fits into a smaller space
• Clothes dry faster
• Accommodates a full range of fabrics
• Offers choice to consumer
• Moves from wash to dry automatically

9
Feature vs. Advantages vs. Benefits (FAB)

• Benefits (Why customers buy)
• Space-saving
• Time-saving
• Does a good job
• Flexibility
• Convenience
• Economy
• No more hand washing
• Choices

10
Feature vs. Advantages vs. Benefits (FAB)

• How to get from features to benefits
• Imagination/brainstorming
• Technology
• Product design
• Common sense

11
Writing the Copy Using Formulas

• Bob Stones Seven-Step Formula
• Attention Interest Desire Action
• Picture Promise Prove Push
• Star Chain - Hook

12
Using Design and Graphics

• Layouts
• Illustrations Photographs
• Involvement Devices
• Type
• Paper
• Ink
• Color

13
Copy and Graphics for Direct Mail Print Ads

• Design and Graphics
• Through the use of design and graphics the
  designer, like the copywriter, creates mood and
  feeling while getting and holding attention
• The ultimate goal is to stimulate action and to
  generate measurable response!

14
7 Elements of Design

• Layouts
• Illustrations and Photographs
• Involvement Devices
• Type
• Paper
• Ink
• Color

15
Creating Messages for Specific Media

• Direct Mail
• Catalogs
• Print (Newspapers Magazines)
• Broadcast-(Television Radio)
• Telephone Promotion
• Internet Promotion

16
Types of Direct Mail Packages

• Self-Mailer
• Classic Format
• Catalog

17
Direct Mail Packages

• The Classic Format (6 Parts)
• Outer Mailing Envelope
• Letter (Opening Postscript)
• Circular (Brochure)
• Response Device (Order form)
• Reply Envelope
• Other Devices (Chits)

18
Direct Mail Packages

• Catalogs
• One of the most challenging and popular formats
  for direct marketers
• Catalog copy goes hand in hand with design,
  illustration, and graphics.
• Pictures show it, words describe it
• Words are arranged to spell out benefits

19
Print Advertising

• Magazines and Newspapers
• Elements of Print Ads
• Headlines- Most important element
• Body Copy
• Response Devices
• Coupons (optional)
• Inserts

20
Broadcast Advertising

• Television and Radio
• Television Limitation-high cost and short
  duration of message.
• Radio Limitation-listeners are usually
  occupied--with no access to telephone or pencil
  or paper. Radio doesnt provide the opportunity
  to visualize.

21
Creating Direct Response Messages for Television

• Time limitation (Max. 2 min)
• Elements of direct response TV commercials
• Concept
• Storyboards
• Script
• Graphics
• Production

22
Creating Direct Response Messages for Radio

• Creating Radio Commercials
• Less complex than TV
• Radio is far less expensive than TV
• Market segmentation is attainable

23
Creating Messages for Interactive Media

• Telephone Promotion
• Important medium for inquiring or ordering
• Extensively used by direct marketers as a
  promotional medium
• Outbound Vs. Inbound
• Internet
• Usually other media are used to attract consumers
  to the world wide web