0
Hi!
1993
MC Direct



Vickers & Benson
Creative Direct Mail
    that works
Ide as
 Creative Direct Mail
     that works
           sells

         SE LL! help your
                      anizati on ...
Agenda
    1. 40 / 40 / 20
    2. Attention deficit world-order
    3. Choose one dragon
    4. Don’t just decorate
    5....
40 / 40 / 20 success rule
   how
         CREATIVE
         • The Idea
         • Writing + design   LIST
                ...
Words are not enough.
Design is not enough.
    (these days)
A meaningful insight
The 3 second idea that links
 your story to your target.
IDEA
        LIST

OFFER
19
20
The 3 second idea that links
 your story to your target.
Why now?




attention deficit
 world-order
11.8
billion
Annual mail volumes


1990         1998          2007




Average response rates %


1990          1998         2007
94.2%
Interruptions
   every 7
  minutes.
GLOBAL WARMING. POVERTY. AFRICAN STARVATION. ENDANGERED SPECIES.
AIDS. HEART AND STROKE. CANCER. CHILD SPONSORSHIP. LOCAL ...
NIKE. APPLE. STARBUCKS. COCA-COLA. IBM. FEDEX. CANON. UPS. TIM HORTONS.
SPRINT. ROGERS. CNN. PONTIAC. MCDONALD’S. BELL. DA...
You’re being outspent at every turn.
32
Developing meaningful ideas #1




choose one dragon
“Richer curriculum”
 “Structure and discipline”
“Higher education standards”
   “Future preparedness”
“Public school inade...
fundraisingbrandaw
arenessnewsupdate
alumnicontactevent
notificationrelations
hipmanagementalli
nonedirectmail.
1962




36
37
credit card marketing program
1 million direct mail packages every month
Tested everything: concept, format, offer, timing...
What boosts Response Rate?

           No letter              Short letter          Long letter



                       ...
RECAP




• Focus
• One insight
• One goal per tactic
Developing meaningful ideas #2




Don’t just decorate.
meaningful
writing + design + insight = impact
Canadian Council for
Advancement of Education
conference
+580
    %
+35%
+76%




51
52
53
55
56
58
RECAP



• Don’t just decorate.
• Words are not enough.
• Design is not enough.
• Meaningful insights into your
  target a...
Developing meaningful ideas #3




Be Pope Julius II
 (inspire greatness!)
Know your audience
• What’s their current awareness / understanding?
• Be brutally honest - why wouldn’t they be intereste...
Build an inspiring
       creative brief
• Define the end result you are trying to create,
  not the process
Build an inspiring
       creative brief
• Define the end result you are trying to create,
  not the process

• Define you...
Fun
Legacy (racing)
Individuality
Performance


65
66
68
Developing meaningful ideas #4




Anger a grammarian
Breaking the rules of
formal communication
You vs. The Skimmer
The first 3 seconds...
• Name
• First line of text
• Johnson box (letter headline)
• Subheadlines (if any)
• Sidebar or of...
74
Don’t be design polite.
• Indent the first line of every paragraph
• Vary sentence and paragraph length
• Use underlines, ...
Don’t be design polite.
• Use a serif typeface, no smaller than 11pt

• Sign the letter with blue ink

• Avoid stock photo...
decommodify.
30 second scan of school
 promotional literature
79
80
Commodity review
• Old brick buildings

• Lots of ivy!

• Students in uniforms & blackboards

• Oak trees & acres of green...
IDEA
        LIST

OFFER
mean more • make more

             PAUL JOYCE
             CREATIVE DIRECTOR
             PAUL@POLARUNLIMITED.COM
       ...
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
Creative Direct Mail
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Creative Direct Mail

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Boost your Direct Mail response rates and ROI by basing your creative on meaningful insights, powerfully connecting your audience with your story.

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Transcript of "Creative Direct Mail"

  1. 1. Hi!
  2. 2. 1993
  3. 3. MC Direct Vickers & Benson
  4. 4. Creative Direct Mail that works
  5. 5. Ide as Creative Direct Mail that works sells SE LL! help your anizati on meet org ement your advanc g oals...
  6. 6. Agenda 1. 40 / 40 / 20 2. Attention deficit world-order 3. Choose one dragon 4. Don’t just decorate 5. Be Pope Julius II 6. Anger a grammarian 7. Decommodify!
  7. 7. 40 / 40 / 20 success rule how CREATIVE • The Idea • Writing + design LIST • Accuracy • Timing who • Relationship OFFER • The Story • The Ask what
  8. 8. Words are not enough. Design is not enough. (these days)
  9. 9. A meaningful insight
  10. 10. The 3 second idea that links your story to your target.
  11. 11. IDEA LIST OFFER
  12. 12. 19
  13. 13. 20
  14. 14. The 3 second idea that links your story to your target.
  15. 15. Why now? attention deficit world-order
  16. 16. 11.8 billion
  17. 17. Annual mail volumes 1990 1998 2007 Average response rates % 1990 1998 2007
  18. 18. 94.2%
  19. 19. Interruptions every 7 minutes.
  20. 20. GLOBAL WARMING. POVERTY. AFRICAN STARVATION. ENDANGERED SPECIES. AIDS. HEART AND STROKE. CANCER. CHILD SPONSORSHIP. LOCAL HOSPITALS. SCHOOL LIBRARY. GIRL GUIDES. POLITICAL PARTIES. FLOOD RELIEF. CHURCH. ADOPT-A-HIGHWAY. ART GALLERIES. WOMEN’S SHELTERS. BLOOD SERVICES. HUMAN RIGHTS AND EQUALITY. YOUTH WITH DISABILITIES. MISSIONS TRIPS. ENDANGERED SPECIES. YOUTH VIOLENCE. SEND A KID TO CAMP. SKIP-A-THON. HISTORIC PRESERVATION. PEACE. BATTLE DISEASE AND HUNGER. WAR VICTIMS. SOCCER CLUBS. MUSEUMS. NATURAL DISASTER SURVIVORS. PLANT A TREE. YOUTH OPPORTUNITIES. ARTISTIC AWARENESS. EDUCATION. DISABLED PEOPLE. NON-PROFIT. RACISM. YOUR ORGANIZATION. UNITED NATIONS. RED CROSS. You’re being out-shouted by 82,000 SCHOOL PROGRAMS. AFRICAN HEALTH. WORLD PEACE. STREET KIDS. AFTER charities. SUSTAINABLE DEVELOPMENT. DAY-CARE. NATIVE COMMUNITY. ECOSYSTEM. HELP THE HOMELESS. VIOLENCE AGAINST WOMEN. INNOVATIVE TECHNOLOGY. FOOD DRIVE. GREENPEACE. ENVIRONMENT. FOSTER CARE. TOY DONATIONS. BIG BROTHERS AND BIG SISTERS FOUNDATION. BREAST CANCER FOUNDATION. LUNG ASSOCIATION. MADD. CHILDREN’S AID. CHRISTMAS HAMPERS. RECYCLE. RESOURCE DEPLETION. COMMUNITY OUTREACH. ALZHEIMER’S SOCIETY. PEACE. MS FOUNDATION. ADDICTION AND MENTAL HEALTH. RESOURCE DEPLETION. LITERACY DEVELOPMENT. DAIRY FARMERS. SCHOLARSHIPS. CRIME LINE TIPS. STOP SMOKING. PRENATAL RESEARCH. FOREST MANAGEMENT. VOLUNTEER. GAMBLING ADDICTION. SEXUAL ABUSE. LUNG ASSOCIATION. ORGAN DONOR. STEM-CELL RESEARCH. GOODWILL. ORPHANS. WALKATHON. ANIMAL ABUSE. MALARIA BED-NETS. FOREST FIRES. TSUNAMI RELIEF. NATIONAL SERVICE DOGS.
  21. 21. NIKE. APPLE. STARBUCKS. COCA-COLA. IBM. FEDEX. CANON. UPS. TIM HORTONS. SPRINT. ROGERS. CNN. PONTIAC. MCDONALD’S. BELL. DASANI. BECEL. ITUNES. ADIDAS. KRAFT. BAUER. STAPLES. DURACELL. THE KEG. FUTURE SHOP. HERTZ. SAMSUNG. NISSAN. COORS. BLACK & DECKER. MMMUFFINS. RBC ROYAL BANK. XBOX. YAHOO! MASTERCARD. 3M. SPRITE. BAND-AID. VIRGIN. COLGATE. LCBO. GOODYEAR. MR. SUB. NHL. BREYERS. SECOND CUP. EMI. LACOSTE. AIR CANADA. TOSHIBA. CASTROL. CHATELAINE. MOLSON EX. 102.1 THE EDGE . LONDON LIFE. ESSO. KODAK. SUNSILK. TOYS R US. HYUNDAI. GLOBAL WARMING. MINI COOPER. ETR 407. CIBC. TORONTO MAPLE LEAFS. WESTIN. BOSE. QUIZNOS. DOMINION. CHAPTERS. JIFFY LUBE. DORITOS. YOUR PRODUCT. L’OREAL. WAL-MART. TELUS. You’re being out-advertised by countless marketers. PRESIDENTS CHOICE. DISNEY. CUBA. CINEPLEX. MARS. MICROSOFT. NINTENDO. MASTERCRAFT. TACO BELL. THE BAY. ROYAL & SUN ALLIANCE. SAAB. LEGO. EBAY. GIRL GUIDES. JOHNSON & JOHNSON. DKNY. AMERICAN EAGLE. SCOTIABANK. HEART & STROKE. 1800GOTJUNK. GODADDY. WESTJET. FORD. TARGET. PFIZER. HOME DEPOT. HP. VOLKSWAGEN. MOTOROLA. INTEL. GILLETTE. PEPSI. BEST BUY. DEWALT. AMERICAN EXPRESS. SEARS. SUNQUEST. FOX. PLAYTEX. AVIS. LEVIS. SARA LEE. BURGER KING. XEROX. CITY TV. LISTERINE. THE BRICK. AMAZON.COM. KELLOGGS. GOODWILL. KLEENEX. HBO. GOOGLE. MACLEANS. AVON. SPORTSNET. PIZZA PIZZA. BLOCKBUSTER VIDEO. TD WATERHOUSE. FOOT LOCKER. MATTEL. SUNOCO. CRISPY CRUNCH. ROOTS. SWISS CHALET. BLUE JAYS. GLOBE & MAIL. HUSH PUPPIES. YOGENFRÜZ. GMAIL. BELAIR DIRECT. SONY. QUICKEN. WIKIPEDIA. CADILLAC. YOUTUBE. REUTERS. JIMMY THE GREEK. CROCS. MTV. EB GAMES. BUDWEISER. GRAND & TOY. TERRY FOX RUN. BRIDGESTONE. PINESOL. WESTERN
  22. 22. You’re being outspent at every turn.
  23. 23. 32
  24. 24. Developing meaningful ideas #1 choose one dragon
  25. 25. “Richer curriculum” “Structure and discipline” “Higher education standards” “Future preparedness” “Public school inadequacies”
  26. 26. fundraisingbrandaw arenessnewsupdate alumnicontactevent notificationrelations hipmanagementalli nonedirectmail.
  27. 27. 1962 36
  28. 28. 37
  29. 29. credit card marketing program 1 million direct mail packages every month Tested everything: concept, format, offer, timing, font size….
  30. 30. What boosts Response Rate? No letter Short letter Long letter Plain brown Self-mailer Plain white envelope envelope Low interest rate No interest rate offer Higher rate offer offer 2 products Range of products No product choice to choose from to choose from
  31. 31. RECAP • Focus • One insight • One goal per tactic
  32. 32. Developing meaningful ideas #2 Don’t just decorate.
  33. 33. meaningful writing + design + insight = impact
  34. 34. Canadian Council for Advancement of Education conference
  35. 35. +580 %
  36. 36. +35%
  37. 37. +76% 51
  38. 38. 52
  39. 39. 53
  40. 40. 55
  41. 41. 56
  42. 42. 58
  43. 43. RECAP • Don’t just decorate. • Words are not enough. • Design is not enough. • Meaningful insights into your target audience will spark recognition and acceptance
  44. 44. Developing meaningful ideas #3 Be Pope Julius II (inspire greatness!)
  45. 45. Know your audience • What’s their current awareness / understanding? • Be brutally honest - why wouldn’t they be interested? • How’s their eyesight? • What day will they receive your package on? • Consider Canadian literacy levels “22% of adults have serious problems dealing with any printed materials. 24% can only deal with simple reading tasks” Statistics Canada, 2000
  46. 46. Build an inspiring creative brief • Define the end result you are trying to create, not the process
  47. 47. Build an inspiring creative brief • Define the end result you are trying to create, not the process • Define your tone and manner using as many adjectives as necessary • Be tough! Don’t let your creative partners be lazy. • Create touchstones
  48. 48. Fun Legacy (racing) Individuality Performance 65
  49. 49. 66
  50. 50. 68
  51. 51. Developing meaningful ideas #4 Anger a grammarian
  52. 52. Breaking the rules of formal communication
  53. 53. You vs. The Skimmer
  54. 54. The first 3 seconds... • Name • First line of text • Johnson box (letter headline) • Subheadlines (if any) • Sidebar or offer panel • Postscript • Rest of text (if interested)
  55. 55. 74
  56. 56. Don’t be design polite. • Indent the first line of every paragraph • Vary sentence and paragraph length • Use underlines, boldface and italics for emphasis • Interrupt skimmers with a headline (‘Johnson box’) and sub-headlines • Make notes in the margins • Always write a postscript that recaps the story and call to action
  57. 57. Don’t be design polite. • Use a serif typeface, no smaller than 11pt • Sign the letter with blue ink • Avoid stock photography if you can • Invest in good paper • Long copy is only long if it’s bad • Close the sale - ask for the donation
  58. 58. decommodify.
  59. 59. 30 second scan of school promotional literature
  60. 60. 79
  61. 61. 80
  62. 62. Commodity review • Old brick buildings • Lots of ivy! • Students in uniforms & blackboards • Oak trees & acres of green grass • “The Future” “Generations” “Vision” “holistic” • “Lifechanging” “Values” “Character” “skills” 82
  63. 63. IDEA LIST OFFER
  64. 64. mean more • make more PAUL JOYCE CREATIVE DIRECTOR PAUL@POLARUNLIMITED.COM WWW.POLARUNLIMITED.COM
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