DMCNY Hot Creative

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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)

Business Design

Hot Creative!
The basics for winning creative in today’s
multi-channel world

Peter Milburn, President, RE:DIRECT
April 14, 2009

© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

WHAT IS HOT
CREATIVE?

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Not Bad – But No Response Element

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Okay this Works

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

This Creative is Getting Ugly

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Official Junk Status

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Hot Creative is the
Perfect Blend of
Branding and Tactics

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

All You Launch Inserts

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Rolling Stone Insert Cards

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Blueprint Email

Editorial Page Acquisition Email

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Smithsonian Acquisition Email and Test Effort

Test
Control

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Smithsonian Magazine

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

BusinessWeek Acquisition Email – 1st Round

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BusinessWeek Acquisition Email – Final

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

BusinessWeek Wrap – 1st Round

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

BusinessWeek Wrap – Final

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

TIME “Discover Seeker” Branded Renewal Chit

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

TIME “Discover Seeker” Branded Renewals

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

TIME “Discover Seeker” Branded Renewals

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

TIME “Discover Seeker” Branded Renewals

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Economist Renewal

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Economist Renewal

On back of OE

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Economist Renewal

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

Economist Renewal

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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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%

29
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Maxim Magazine 30
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Maxim Magazine 31
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Thank You!

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A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

5 Public speaking tips from TED - Visualized summary

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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

ChatGPT and the Future of Work - Clark Boyd

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Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

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The document provides career advice for getting into the tech field, including: - Doing projects and internships in college to build a portfolio. - Learning about different roles and technologies through industry research. - Contributing to open source projects to build experience and network. - Developing a personal brand through a website and social media presence. - Networking through events, communities, and finding a mentor. - Practicing interviews through mock interviews and whiteboarding coding questions.

Google's Just Not That Into You: Understanding Core Updates & Search Intent

Lily Ray

1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework. 2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections. 3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.

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Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...

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During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59 Key takeaways: • Learn how to use ChatGPT to add AI power to your testing and test automation • Understand the limitations of the technology and where human expertise is crucial • Gain insight into different AI-based tools • Adopt AI-based tools to stay relevant and optimize work for developers and testers * ChatGPT and OpenAI belong to OpenAI, L.L.C.

12 Ways to Increase Your Influence at Work

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The document discusses various AI tools from OpenAI like GPT-3 and DALL-E 2, as well as ChatGPT. It explores how search engines are using AI and things to consider around AI-generated content. Potential SEO uses of ChatGPT are also presented, such as generating content at scale, conducting topic research, and automating basic coding tasks. The document encourages further reading on using ChatGPT for SEO purposes.

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Social Media Marketing Trends 2024 // The Global Indie Insights

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DMCNY Hot Creative

1. Hot Creative! The basics for winning creative in today’s multi-channel world Peter Milburn, President, RE:DIRECT April 14, 2009 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

3. Not Bad – But No Response Element 2 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

5. This Creative is Getting Ugly 4 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

7. Hot Creative is the Perfect Blend of Branding and Tactics 6 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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 7 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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 8 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

11. Rolling Stone Insert Cards 10 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

12. Blueprint Email Editorial Page Acquisition Email 11 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

13. Tie Email to Website Brand 12 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

14. Smithsonian Acquisition Email and Test Effort Test Control 13 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

16. BusinessWeek Acquisition Email – 1st Round 15 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

17. BusinessWeek Acquisition Email – Final 16 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

18. BusinessWeek Wrap – 1st Round 17 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

19. BusinessWeek Wrap – Final 18 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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?” 19 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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 20 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

22. TIME “Discover Seeker” Branded Renewal Chit 21 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

23. TIME “Discover Seeker” Branded Renewals 22 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

24. TIME “Discover Seeker” Branded Renewals 23 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

25. TIME “Discover Seeker” Branded Renewals 24 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

27. Economist Renewal On back of OE 26 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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% 29 © RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM

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