Beyond the blast | EMSA 2011

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Beyond the blast | EMSA 2011

  1. 1. Beyond the Email BlastThe Diamond Standard of Email Campaigns Jason Kelly Executive Director Brand – X EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  2. 2. About Us• Brand-X is a modest ad agency on the North Shore of Sydney, formed in 2007.• We work across all platforms and in the last 12 months, that has skewed increasingly towards the digital side of advertising and marketing.• This month we opened an office in Jakarta, Indonesia. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  3. 3. It’s a Growth Industry• In recent figures (4 Oct) released by Zenith Optimedia• Total global ad spend, forecast at $460.3 billion for 2011, is expected to grow about 11% to about $510.6 billion in 2013• With Online share of Global Ad Spend to increase to 20% of all ad expenditure• Source: Zenith Optimedia Press Release, 3 October 2011 www.zenithoptimedia.com EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  4. 4. Who am I talking to?• Begin with the end in mind• Who am I targeting with this communication?• How do they consume media – What is the best time? – What is the best day? – What is the best format? EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  5. 5. EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
  6. 6. EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
  7. 7. What are their media habits?• This report was from Ad Age (adage.com) http://adage.com/article/adagestat/infographic -generational-media-usage-time-day/229831/ and is also available on my LinkedIn page – Jason Kelly, Brand-X• Understand your target• Don’t make assumptions• Look at previous campaigns (if available).• What can you learn from those reports? EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  8. 8. Diamond Standards?• We have all heard of the 5 C’s of diamonds – cut, clarity, carats, colour and cash.• Many people think that a good Email Direct Marketing (EDM) is a pretty picture or a clever headline. In fact these are just minor components of a well constructed campaign.• Bring it all back to four key elements. What I will creatively call, the Four C’s of EDM. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  9. 9. Diamond StandardsConcise• Talk simply• Remember your time is limited• Be direct• EDM is not the vehicle for story telling EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  10. 10. Concise EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  11. 11. Diamond StandardsCollaborative• Remember the rest of your media mix• EDM is the hook, web is a great net to convert them or finish the “story”• Use of multiple media adds to the credibility of your message EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  12. 12. Collaborative EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  13. 13. Diamond StandardsConsistent• Say it once, say it twice, say it always• In advertising we refer to what we call a “single minded proposition”.• This means - what is the one thing I want them to take away from my message?• Think about old messages that are etched into your memory – Coke is it, Nike just do it, Fresh Food People, which bank? EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  14. 14. Diamond StandardsConsistent• Remember your brand• Consistency must extend to your core brand elements• Build the message around you brand and your goals• Do not compromise EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  15. 15. Consistent EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  16. 16. Diamond StandardsCall to Action• What do I want them to do?• Ask them to do it!• Avoid clichés and hard sell (my opinion)• Honest, open dialogue – remember sales techniques, it applies to EDM EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  17. 17. Call to Action EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  18. 18. Diamond StandardsCall to Action• Refer to the message goal• My E6 Communications Model is an extension of the AIDA concept but incorporates more than the simple sales process. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  19. 19. E6 Marketing Communications Model EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  20. 20. The Diamond Standard EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  21. 21. The Diamond Standard• These elements are the framework for truly memorable and effective EDM work.• Like any blueprint, they give you a solid foundation but you need to choose how you put it into action.• Work with your creative agency to build campaigns that engage, excite and educate EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland

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