The document outlines a multi-channel direct marketing certification program that focuses on fostering creativity in direct marketing efforts. It covers essential elements such as the creative brief, case studies, the creative process, and methods for evaluating creative work, while also discussing key marketing considerations like understanding customer profiles and preferences. Additionally, it promotes continuous learning by recommending various resources for enhancing marketing creativity.

1. Multi-Channel
Direct
Marketing
Certificate

3. DATA

4. Creativity in Direct Marketing
How to get it, evaluate it and feedback on it.
1. The Creative Brief - Single-minded propositions
2. Case study
3. The creative process
4. How to evaluate and feedback on creative work
5. Feed your mind.

5. Creativity in Direct Marketing
How to get it, evaluate it and feedback on it.
1. The Creative Brief - Single-minded propositions
2. Case study
3. The creative process
4. How to evaluate and feedback on creative work
5. Feed your mind.

6. 1. The
Creative
Brief

7. THE CLIENT
the what
the who
the why
the how
where and when

8. THE CREATIVES
A B
• •

10. the what
the how
the where
the when

11. the why

13. props

14. The single
most motivating
thing we have
to say

15. Say it
in the most
memorable
way

16. TEN PROP STARTERS
1. An outstanding characteristic of the product or services ~ something
unique like a secret ingredient
2. Pricing ~ we’ll beat any published price Vs most expensive
3. Heritage ~ newest Vs oldest
4. Disadvantages of not using the product or service
5. Direct comparison ~ “The Coke-Pepsi taste test”
6. Newsworthiness ~ Australian first, anniversaries
7. Generic benefit ~ ‘when there is nothing to say, then say it with flair’
8. Famous people ~ do any celbs use the product
9. How or where the product was made ~ Cuba Vs Bega
10. Does the product or service fulfill one of the
nine basic human needs?

17. Does the product or service fulfill one
of the nine basic human needs?
1. SECURITY - is the need to feel safe, to feel assured.
2. ADVENTURE - is the need for an adrenaline rush, to have new experiences.
3. FREEDOM - is the need for independence and spontaneity.
4. EXCHANGE - is there a need to trade information and knowledge with others, not just to
mingle or socialize, but to deliver and receive something of value.
5. POWER - People with a need for power need to be in a position of authority and
responsibility.
6. EXPANSION - is the need to build something, to create an empire, to expand horizons.
7. ACCEPTANCE - is the need to accept yourself and be accepted by others.
8. COMMUNITY - people with a need for community like having people around.
9. EXPRESSION - is the need to be artistic, to be seen, to be heard, to be felt.
Abraham Maslow (1954) & The Institute for Management Excellence (2001)

18. is the prop true?

19. the who

20. EXERCISE: Imagine these fifty year olds.
Men and women aged 50 and over.
Mature out look on life, well established financially, some with
older children and some even with grandchildren.
Now try to picture this group of people.
What do they look like?
What do they think and feel?
What is important to them?
What do they enjoy doing?
What do they want?

21. Always in the kitchen in her apron.

22. Sits around watching old movies.

23. A PEN PORTRAIT: ‘Freedom Fighters’
MATTHEW’S PROFILE
AGE 55
STATUS Divorced, De-facto
INTERESTED IN Friends, exploring, making practical jokes.
PERSONAL VALUES & QUALITIES Relaxed, comfortable, social, spontaneous
TECHNOLOGY IN LIFE Reasonably quick to adopt new technologies (Moderately confident)
MARKET STATS
13% Market Volume share WHO AM I?
64% Post-pay (n.s)
36% Pre-pay (n.s) Hi, my name is Matthew. I’m 55 years old and live in Brisbane with my partner Betty. She is currently not working and I am planning
26% MBB* to retire in the next few years but am currently still managing a mobile Butcher Business. We also own an investment property up
at Nelsons Bay. The business is still doing quite well and has allowed Betts and I the luxury of travelling. Betts describes me as a bit
Less than $30 average monthly spend
(57%) of a joker and a rebel. We haven’t planned much for the future retirement but would love to do a world trip at some stage.
I have many hobbies that I try to fit in my spare time including sailing, golfing and most recently boulder rock-climbing that my friend
Phone ‘wary’
Lower than average message rate advised that I consider taking part in. I love the freedom and adventure that these sports add to my every-day life and am looking
Average of 2.9 SMS/day forward to travelling all over the world to different bouldering locations. My friends describe me as not the most conventional
person, but rules are made to be broken I say. Besides this, I believe I have earnt to right to have some fun given I have worked so
Upgrades handset less than every 24 hard for 30 years. I am quite interested in the new technologies coming out.
months or has never upgraded
This year I have just bought my first mobile. Up until now all my mobiles were provided through work or given to me by my kids for
When choosing a phone:
Price and battery life most important
• DIARY
FEED:
a present and therefore I haven’t really found a need to buy one. Mobiles don’t dictate my life, in fact I find them sometimes a
nuisance when doing things and they always seem to interrupt me somehow. Really I just want to do what I want when I want. It’s
mainly there as a mode of contact for people when I need it. I have never switched my phone handset before and probably wouldn’t
Music, internet, aesthetics least bother unless there was a great deal. Price is the biggest influence on the phone I buy. I don’t care about any optional extras such
important as music or internet. Cheaper rates on my mobile would really convince me to get a certain mobile deal. I don’t really use my
mobile for texting- I find this inconvenient so I would rather call but I ensure that I keep these phone calls brief to keep the cost
When choosing a service provider:
down.
Cheap rates are the most important

24. get to
know your
customers

27. 2.a
Case studies

28. Mowie

29. Campaign Optimisation Brief:
CLIENT: Diesel TITLE: Mowie Motorbike Helmet NAME: Mowie JOB No.: DIE001 DATE: 29/03/2011
WHAT What is the problem or Who are we talking to. WHO
opportunity? Motorbikers who are young at
Launch Diesel’s new Mowie heart and have a strong sense of
motorbike helmet in a fashion.
completely different way from
previous launches.
PROP
Cool protection
Why will this resonate with the How and where might we best
WHY audience? engage with the audience? HOW
The collaboration between Diesel There is only small budget for this
and AGV has combined the launch.We want to engage with, and
materials and look of a credible have as many people as possible talk
street fashion label with the quality about the helmet. So think beyond the
and safety of one of the world’s normal Diesel PR product launch
biggest helmet makers to create the campaigns.
coolest helmet
on the road.

31. 2.b
Ten channels

37. 3.Creativity
Understanding the creative process

42. The secret
to creating
memorable
ads

44. straight
headlines,
need twisted
pictures

49. straight
pictures,
need twisted
headlines

56. 4. How to
evaluate and give
feedback on
creative work

57. How to evaluate and feedback on creative work
1. Before
SMILE The Creatives are nearly always very nervous.
You’ll get a better result by being positive and setting a relaxed mood.
REVISIT Always revisit the main points of the brief.
EXPECTATIONS Have a clear
understanding of what level of finish is going to be presented.
IN PERSON Always try to have
the creative team present to you.

58. How to evaluate and feedback on creative work
2. During
CUSTOMERS You should have just revisited
the target audience, so now think like your customer.
IDEA Does the idea bring to life the proposition in a
memorable or compelling way.

59. ‘BIG IDEAS are your last legal means
of an unfair competitive advantage’

60. How to evaluate and feedback on creative work
2. During
CUSTOMERS You should have just revisited
the target audience, so now think like your customer.
IDEA Does the idea bring to life the proposition in a
memorable or compelling way.
LEGS Does the idea work well in all channels?
Paper & Pixels.
MINUTIA Don’t sweat about a missed comma.
Worry about a missing idea.

61. How to evaluate and feedback on creative work
3. After
IMPRESSIONS Give an initial impression.
It’s okay to be general, if you are going to feedback formally later.
OPINIONS Avoid giving it the good old
‘once round the office’. Everyone has an opinion but
have they read the brief?
DOUBT Not sure?
Then pin it on your office wall and give it the overnight test.
Sleep on it and see how it looks in the morning.

62. 5. Feed your
mind.
Places you should visit

63. Walk ‘n’ Read
Book Shops
Books Kinokuniya
500 George Street
www.kinokuniya.com

64. Flick ‘n’ Read
Magazines
» Directory – The best and ONLY Direct Marketing magazine
in the world. wwwdirectnewideas.com
» Communication Arts – Award Annuals, quarterly magazine.
www.commarts.com
» Archive - Creative advertising magazine.
www.luerzersarchive.net/luerzers-products.asp
» B&T, AdNews and Campaign Brief

65. Click ‘n’ Read
Direct Daily directdaily.com
Banner Blog bannerblog.com
The Ads of the World adsoftheworld.com

66. Keep ‘n’ Read
Creative Books
» The Craft of Copywriting – Alistair Compton
» Cutting Edge Advertising II – Jim Atchison
» Hey whipple, sqeeze this – Luke Sullivan
» It’s not… & Whatever…
– Paul Arden

67. Keep ‘n’ Read
Old skool
» Commonsense Direct & Digital Marketing
– Drayton Bird
www.draytonbird.com

68. thank
youquestions