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.

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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  • A genius presentation
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  • I saw that David Bell followed you, so that promopted me to check your work out too. I now understand why he follows you! Paul, your presentation is clear, concise, and offers helpful reminders. Great job!
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  • You made loads of sense here Paul, its just a shame so many people today want to diss the power of great mail in favor of those cheap eDMs.
    Great preso mate.
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  • I agree 100%. Direct mail has to be more than words! I'm lazy in the digital age and have a million other things I would rather be doing, please don't make me read!
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  • Nicely designed presentation. Refreshing.
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  • 1. Hi!
  • 2. 1993
  • 3. MC Direct Vickers & Benson
  • 4. Creative Direct Mail that works
  • 5. Ide as Creative Direct Mail that works sells SE LL! help your anizati on meet org ement your advanc g oals...
  • 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. 40 / 40 / 20 success rule how CREATIVE • The Idea • Writing + design LIST • Accuracy • Timing who • Relationship OFFER • The Story • The Ask what
  • 8. Words are not enough. Design is not enough. (these days)
  • 9. A meaningful insight
  • 10. The 3 second idea that links your story to your target.
  • 11. IDEA LIST OFFER
  • 12. 19
  • 13. 20
  • 14. The 3 second idea that links your story to your target.
  • 15. Why now? attention deficit world-order
  • 16. 11.8 billion
  • 17. Annual mail volumes 1990 1998 2007 Average response rates % 1990 1998 2007
  • 18. 94.2%
  • 19. Interruptions every 7 minutes.
  • 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. 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. You’re being outspent at every turn.
  • 23. 32
  • 24. Developing meaningful ideas #1 choose one dragon
  • 25. “Richer curriculum” “Structure and discipline” “Higher education standards” “Future preparedness” “Public school inadequacies”
  • 26. fundraisingbrandaw arenessnewsupdate alumnicontactevent notificationrelations hipmanagementalli nonedirectmail.
  • 27. 1962 36
  • 28. 37
  • 29. credit card marketing program 1 million direct mail packages every month Tested everything: concept, format, offer, timing, font size….
  • 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. RECAP • Focus • One insight • One goal per tactic
  • 32. Developing meaningful ideas #2 Don’t just decorate.
  • 33. meaningful writing + design + insight = impact
  • 34. Canadian Council for Advancement of Education conference
  • 35. +580 %
  • 36. +35%
  • 37. +76% 51
  • 38. 52
  • 39. 53
  • 40. 55
  • 41. 56
  • 42. 58
  • 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. Developing meaningful ideas #3 Be Pope Julius II (inspire greatness!)
  • 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. Build an inspiring creative brief • Define the end result you are trying to create, not the process
  • 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. Fun Legacy (racing) Individuality Performance 65
  • 49. 66
  • 50. 68
  • 51. Developing meaningful ideas #4 Anger a grammarian
  • 52. Breaking the rules of formal communication
  • 53. You vs. The Skimmer
  • 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. 74
  • 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. 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. decommodify.
  • 59. 30 second scan of school promotional literature
  • 60. 79
  • 61. 80
  • 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. IDEA LIST OFFER
  • 64. mean more • make more PAUL JOYCE CREATIVE DIRECTOR PAUL@POLARUNLIMITED.COM WWW.POLARUNLIMITED.COM