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Direct Mail & Cross-Media Creative

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At Canada Post, we’re rethinking direct mail, its role in the marketing mix and how it supports the broader vision of integrated marketing. The Cross-Media Campus provides training that focuses on …

At Canada Post, we’re rethinking direct mail, its role in the marketing mix and how it supports the broader vision of integrated marketing. The Cross-Media Campus provides training that focuses on creating powerful synergies between physical, digital, social and traditional media. Learn how to combine direct mail, email, web and other media to increase marketing ROI and effectiveness.

Program Ambassador, Mark Morin is a passionate marketing communications strategist with 30+ years of hands-on experience in creating powerful, effective and results-oriented material for national and international brands. He is also one of Canada’s pioneers in relationship marketing education.
Mark is president of Stratégies Marketing Direct, a relationship marketing agency focused on creating powerful, relevant B2Me marketing campaigns.

Best-in-class principles for high-impact direct mail and integrated cross-media creative.

KEY CONTENT
• How direct mail and cross-media campaigns build the brand while they produce results
• Inspiring examples from around the world
• Most effective creative DM formats
• Best practices in DM and cross-media creative (copy and design)
• Can you do that? Creativity and DM: just how far can you go?

Published in: Business

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  • 1. #DMcreative101
  • 2. ü Everyone is mutedüAudio testüFor best results use a headphone connected to your computerüCopy of presentation will be sent to all attendees#DMcreative101HOUSEKEEPING
  • 3. #DMcreative101QUESTION PERIOD AT END OF WEBINARQ&APlease type yourquestion in thequestions panel.Twitter hashtag:#DMcreative101or
  • 4. #DMcreative101THANKS TO OURTITLE SPONSORS
  • 5. #DMcreativeGUEST SPEAKERMARK MORINPRESIDENTSTRATEGIES RELATIONSHIP MARKETINGTwitter: mark_morinBlog: strategies.ca/B2Me
  • 6. creativeDM & CROSS-MEDIA
  • 7. 45 minutes...IN THE NEXT
  • 8. perspective
  • 9. event → process
  • 10. NEEDLEARNCHOOSEPREPAREUSEDEEPENSHAREDIVERSIFYjourneyTHE CUSTOMER
  • 11. awarenessaction→
  • 12. CHOOSELEARN USENEEDjourneyTHE CUSTOMER
  • 13. the message
  • 14. postcards1.12% – 2.47%
  • 15. selfmailers1.44% – 3.95%
  • 16. MThe fact that the consumer had to keep opening to get to the finalfoldouts
  • 17. 2010© Strategies Marketing Direct.All Rights Reserved2010© Strategies Marketing DirectAll Rights Reservedbooklets
  • 18. packages1.44% – 3.95%
  • 19. dimensionals
  • 20. dimensionalsEXTRAStand out. Be noticed. Get results.he Dimensional Addressed Admail service combines the power of direct mail with the impact oroduct sampling to drive new sales for your business.
  • 21. NSTNWH3Z2Y7SPRINGSALE00000000000000JOHNJONESMARKETINGDEPT10-1231/2MAINSTNWMONTREALQCH3Z2Y700000000000000JOHN JONESMARKETING DEPT10-123 1/2 MAIN ST NWMONTREAL QC H3Z 2Y7ACCÈS MOBILITÉ942 RUE DU TERROIRMONTRÉAL QC J7V 8P900000000000000JOHN JONESMARKETING DEPT10-123 1/2 MAIN ST NWMONTREAL QC H3Z 2Y7MOD.R.N HOME FURNISHINGS583 BANK STOTTAWA ON K1G 4T70000000MOD.R.N HOME FURNISHINGS0000000JOHN JONESMARKETING DEPT10-123 1/2 MAIN ST NWMONTREAL QC H3Z 2Y7DAISIES FOR EMMA717 ROBIN STOTTAWA ON K1S 4L60000000Customize inthree easy steps!We know your time is valuable,which is why we’ve madeCustomized Postal Indicia as easyas 1-2-3.Download the CustomizedPostal Indicia template atcanadapost.ca/indicia.2 Design your indicia and sendit to customizedindicia@canadapost.ca for approval.3 Print indicia on your mail anddeposit it for delivery.Customize inthree easy steps!unique way to get your mail noticeddy use postal indicia for your Addressed Admail™and Lettermail™why not take it to an exciting new level? Take advantage of theomized Postal Indicia feature from Canada Post to get your mailopened and read.e your brandur own eye-catching indicia that will drawto your company brand, products or services,or logos.r mail noticed right from the envelopeomized Postal Indicia to trigger interest, makeada Postomized Postal IndiciaStrengthen customer relationshipsAdd a personal touch with Customized Postal Indiciato ensure that your mail is easily recognizable by yourcustomers, which can help build loyalty and keep yourbrand top of mind.Announce special events0000000ble in May 2013indiciaCUSTOM
  • 22. YOU HAVE 3 SECONDSSIZE MATTERSUSE THE RIGHT FORMATFOR THE JOBDM IS A PERSONAL CONNECTIONformats
  • 23. creativity
  • 24. 1. TELL A STORY2. CREATE RELEVANCE3. BUILD URGENCY4. STIMULATE INTERACTION5. TOUCH THE SENSES6. CALL TO ACTIONsix keys
  • 25. tell astory
  • 26. long ↔ shortcopy length
  • 27. createrelevance
  • 28. WIIFM?
  • 29. benefits
  • 30. help choose
  • 31. help choose
  • 32. createurgency
  • 33. source: slopefillers.comtime ↔ quantityimages courtesy of Liftopia
  • 34. stimulateinteraction
  • 35. QuartierchanceuxGrattezVOUS POURRIEZÉCONOMISER 250 $Vous vivez dans un
  • 36. images courtesy of Information Packaging
  • 37. Photo courtesy of Creative Marketing SolutionsPhoto courtesy of Kyp PlcQRcodesPersonal URLsUSB keys
  • 38. touchthe senses
  • 39. “Greateremotional processingis facilitated by thePHYSICAL MATERIALthan the virtual.”physicalTHE IMPACT OFSource: Millward Brown: Case Study Understanding Direct Mail with Neuroscience, 2009
  • 40. 49
  • 41. callto action
  • 42. 1. TELL A STORY2. CREATE RELEVANCE3. BUILD URGENCY4. STIMULATE INTERACTION5. TOUCH THE SENSES6. CALL TO ACTIONsix keys
  • 43. #DMcreative101TIME FOR YOUR QUESTIONS!Q&APlease type yourquestion in thequestions panel.Twitter hashtag:#DMcreative101or
  • 44. #DMcreativeTHANKS TO OURTITLE SPONSORS
  • 45. #DMcreative101Direct Mail & Cross Media StrategyHow to create a high-impact strategy thatdrives results for your clients:Wed, Jun 5, 201312:00 PM - 1:00 PM EDThttps://www2.gotomeeting.com/register/778876826OUR NEXT WEBINAR

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