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)

1. 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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2. WHAT IS HOT
CREATIVE?
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3. Not Bad – But No Response Element
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4. Okay this Works
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5. This Creative is Getting Ugly
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6. Official Junk Status
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7. Hot Creative is the
Perfect Blend of
Branding and Tactics
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8. 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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9. 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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10. All You Launch Inserts
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11. Rolling Stone Insert Cards
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12. Blueprint Email
Editorial Page Acquisition Email
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13. Tie Email to Website Brand
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14. Smithsonian Acquisition Email and Test Effort
Test
Control
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15. Smithsonian Magazine
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16. BusinessWeek Acquisition Email – 1st Round
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17. BusinessWeek Acquisition Email – Final
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18. BusinessWeek Wrap – 1st Round
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19. BusinessWeek Wrap – Final
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20. 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 “Wow! This is really cool!
I am really smart and I’ve Look at what I found. What
been around a long time.” do you think of it?”
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21. TIME Renewal Series – Classic Tactic Driven
3 6
1
4 7
2
5
2 ALT WITH CHITS
PREMIUM
2 ALT WITH 5 ALT
PREMIUM STUDENT
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22. TIME “Discover Seeker” Branded Renewal Chit
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23. TIME “Discover Seeker” Branded Renewals
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24. TIME “Discover Seeker” Branded Renewals
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25. TIME “Discover Seeker” Branded Renewals
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26. Economist Renewal
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27. Economist Renewal
On back of OE
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28. Economist Renewal
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29. Economist Renewal
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30. 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%
Over 10% Lift in
Effort 5 7.66% 1.88% -5.78%
Renewals Across
Effort 6 1.75% 1.01% -0.74%
the Series
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%
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31. Maxim Magazine 30
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32. Maxim Magazine 31
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33. Thank You!
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