Digital Creative 2


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Digital Creative 2

  1. 1. Welcome to the DMA‘s Creative Certification Course Part Two Great Print: Evaluate Creative for Mail, Space Ads and More Thursday, Oct. 17, 2013 ; 8:30am - 12:00pm Presented by Alan Rosenspan • Nancy Harhut • Carol Worthington-Levy
  2. 2. Want to reach any of us? Alan Rosenspan: Nancy Harhut: Carol Worthington-Levy You‘ll also find us in LinkedIn! 2
  3. 3. In this session, we’ll… • Reveal key elements of great copywriting that can jumpstart your success for all print, mail and even digital advertising. • Share the drivers of both effective direct mail and print advertising • Show you how to create more effective advertising and concepts that will get attention and sell your products and services 3
  4. 4. But before we do that – did anyone do the homework? • Share your Big Idea: tell us what product or service you need to promote, and then how you could promote it using a Big Idea. 4
  5. 5. On to session 2… How to evaluate print creative … and how to make YOURS more successful. We’ll lead off with ‘our best efforts’ – some challenges we faced, and bested! 5
  6. 6. Carol Worthington-Levy shares a challenging print effort/campaign 6
  7. 7. Case History Silverleaf: When branding simply isn’t enough. 7
  8. 8. Silverleaf is a luxury development by DMB Realty 8
  9. 9. Silverleaf‘s branding agency built a story of refinement and peace for the affluent Their target market was well-defined: • The penta-millionaire who wants a home for living and entertaining • A C-level business person or celebrity • They demand the highest-end shopping and dining • They crave privacy and security • They love both a luxurious and a casual lifestyle 9
  10. 10. It‘s a world unto itself! Silverleaf even has… • Its own school, inside the property gates • an air strip for Silverleaf homeowners and their guests • A world-class golf course designed by one of the great course designers of this generation 10
  11. 11. Collateral they developed — and intended to use in direct marketing • 12 x 16 • Heavy coated papers for interior pages — doubled up! • Embossed • Extra ink layers • Special papers • Cost per brochure about $10 apiece 11
  12. 12. Collateral looks sumptuous and rich, but detached • TIP: Crop with care! When connecting to any audience, never crop photos to cut the eyes off • Reader gravity: people look at a spread ‗right page first‘ – and hardly look at left side 12
  13. 13. Beautiful black and white images of cacti, almost abstract • Often brand agencies get so deep into the concept of the brand that they forget that people ‗from the outside‘ are seeing it 13
  14. 14. Their plan… • To take this piece and mail it to prospects 14
  15. 15. The branding agency didn‘t understand the need for effective direct marketing • Client then asked them to do a postcard but it failed. • They were so tied to their brand elements and story that they couldn’t develop an effort that was warm and inviting, rather than all about exclusivity. • They didn’t know how to build affordable mail that still said ‘luxury’ — limited production experience 15
  16. 16. Is it weak or bad to compromise ―brand standards‖ to build responsive efforts? • In the long run — as much as we all love beauty and luxury — they have to sell the properties! • Mail can be very effective to the affluent audience — even if it‘s not ultra-expensive • ROI is an essential component to any successful marketing program — and mail continues to pull the best ROI of any media in a prospecting environment 16
  17. 17. What did we change to make their efforts more effective? • Used serif fonts, and no white type on black or gray – only black type on light backgrounds • Used more interesting, but less expensive paper • Used more color photography, less BW • Changed the copy, to be friendlier and less aloof • Tried a number of different offers, including tickets to weekend cultural events at Silverleaf, golf with a Silverleaf representative at the Silverleaf golf course, and more 17
  18. 18. Silverleaf direct mail: OE has texture to intrigue the fingertips • Flat white envelopes often don‘t get the attention that a textured or color envelope does • Ready-made envelopes are almost impossible to find in anything interesting. We manufactured it in Classic Columns paper. 18
  19. 19. Letter is written with respectful but is warm and friendly • Also printed on Classic Columns to match envelope 19
  20. 20. Brochure: used color to show the beauty of the property • The black and white photos are only kept as secondary accents • Brand group kept thinking we were selling lifestyle – but in the long run we‘re selling property 20
  21. 21. Brochure: horizontal format plays up the countryside and golf course • Brand had indicated a vertical format — not conducive to selling wide open spaces 21
  22. 22. Reply card and reply envelope • Highly personalized • Envelope provides privacy when they return it • This is a good place to highlight an offer 22
  23. 23. Website and landing page • We don‘t love the balance of BW/Color, or the reversed type… but they had already assigned it to the brand group 23
  24. 24. Results: • DMB Realty has nearly sold out of their $1million+ homesites during one of the worst economic slumps of the century (note, homes mandated to be 5 to 7 million to build!) • They have gone on to develop semi custom and other housing units on the property — such as $1 million townhomes — which also have been selling extremely well. Regarded as a huge success! Questions? 24
  25. 25. Nancy Harhut shares a challenging print effort/campaign (the 2012 Creative Slamdown World’s Greatest Creative Award Winner!) 25
  26. 26. Creative Challenge: Sell life insurance to dentists 26
  27. 27. Product: Life insurance from ADA Insurance Plans of GreatWest Life Target: ADA dentists with coverage Goal: Sell more life insurance to them 27
  28. 28. Audience Barriers • Don’t want to think about it • Assume they’re “all set” • Limited, frequently- mailed audience 28
  29. 29. Product Barriers • Parity product category • Less expensive options available • Must remain an ADA member - $$$ 29
  30. 30. Process Barriers • No agents – only sold direct • No one-stop shopping • Daunting application 30
  31. 31. The Solution? • “Slide in under the radar” package • Smart use of personalization • Strong DR techniques • Strategic use of the Magnetic Middle 31
  32. 32. 32
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  36. 36. Did it work? • “Slide in under the radar” package • Smart use of personalization • Strong DR techniques • Strategic use of the Magnetic Middle 459% LIFT OVER THE CONTROL 36
  37. 37. Alan Rosenspan shares a challenging print effort/campaign (the 2012 Creative Slamdown World’s Greatest Creative Award Winner!) 37
  38. 38. Affinity Marketing    Credit cards created for members of organizations, unions, universities, sports teams and other shared interest groups This program was for VPI Pet Insurance owners Largest pet insurance company in U.S.; recommended by 9 out of 10 veterinarians
  39. 39. Credit card trends    Credit card ownership is declining 29% report they do not own Credit card usage is still strong 500+ million VISA cards in force in the U.S. Average American has 13 credit obligations Including store cards, loans, etc.
  40. 40. What usually works     Leveraging the existing relationship – the emotional value of the affinity Affinity marketing adds credibility Affinity members are much more likely to open targeted direct mail, and are more receptive There’s a reason you are receiving this…
  41. 41. Tactics  Direct marketing has to walk a balance between leveraging the affinity and showing all the benefits of the card  …but we’re talking about people’s pets!  Wonderful visual opportunities
  42. 42. The Existing Control Is that the best they could do?
  43. 43. 44
  44. 44. 4-7 Different Approaches
  45. 45. ―Credit-Card Centric‖
  46. 46. ―You‘ve Proven Yourself‖
  47. 47. ―Another VPI Benefit‖
  48. 48. ―Focus on Rewards‖
  49. 49. 66
  50. 50. 69
  51. 51. ―Emotional Approach‖
  52. 52. What did they pick?
  53. 53. It should be about 10:00 … Want to take a 10 minute break?
  54. 54. Nancy Harhut: The Psychology Behind Copywriting that Sells
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  58. 58. Decision-making Shortcuts 84
  59. 59. Human Behavior Triggers 85
  60. 60. Principle of Reciprocity 86
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  64. 64. Availability Bias 90
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  68. 68. Social Proof 94
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  73. 73. Magnetic Middle 99
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  77. 77. Principle of Scarcity 103
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  86. 86. Storytelling 112
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  90. 90. Visual Tricks 116
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  95. 95. Concepts in action: Space advertising • An important driver to the web — because you NEED more than SEO • Can provide more qualified leads when you’re prospecting • Gives you a way to test markets for possible mailing in the future 121
  96. 96. Space advertising is more challenging than most realize • Designers, in particular, like to create bold visual statements in space ads • But - If the customer has to think for more than a moment, the message won’t get through… no matter how flashy you are • In a matter of seconds, you can lose them… or you can reel them in! 122
  97. 97. 7 handy points for keeping your space advertising creative on track 123
  98. 98. Point 1: The best visuals are the things your customer is most interested in. 124
  99. 99. Don’t bother showing prospects something that impresses you and your peers. You’re not the customer. Find out what your customer loves. (Don’t assume you know – research!) 125
  100. 100. Does this make you want to buy a big screen TV? Question: What would inspire YOU to buy one? 126
  101. 101. Maybe this? 127
  102. 102. $500 savings Saturday From 10 am to 1 pm or this? Super DUPER Bowl Stop in Saturday morning and see the clearest most exciting screen definition EVER—on the Sony 80-inch. Plus we’re taking $500 off the price, for 3 hours ONLY. Buy it Saturday by noon, we deliver it Saturday night. Then, on Sunday, watch the game with your lucky, envious friends. It’s better than being on the field. And it’s sure as hell better than freezing on the top row of the stands. FREE DELIVERY Saturday night When you order by noon on Saturday Jack’s TV and Electronics 12345 James Lane 800-543-8765 128
  103. 103. Lands’ End promises more than just warmth… They use photography that really says ‘soft’ and use a phrase that tells us that it’s exquisite without saying that. And we want this sweater. 129
  104. 104. For a traveler looking for beauty and solitude… 1. Negative statements quash interest. 2. The great outdoors shouldn’t look gray and barren 3. Monochromatic ads/subdued color is more likely to be ignored PS – who would struggle to read this ad? Hint: Comprehension of a written message is reduced to only 10% when the type is reversed-out sans serif type 130
  105. 105. What if that same traveler sees this ad? Why does this ad have more appeal? • Eye-catching presentation • The fire and tent look inviting BUT… Some of their effort is wasted How many of you see the big idea they wanted to get across? Subtlety is often wasted in space advertising 131
  106. 106. Point 2: Your customers are looking for answers to their problems. The more clever, convoluted or arty you make it, the less they’ll ‘get it’ 132
  107. 107. Which Vacuum ad draws in more customers? This one… or…. 133
  108. 108. … or this one? • Mr. Oreck is a personification of their BRAND • What makes this guy so appealing? • Why would someone read all this copy? • What’s in it for the reader? 134
  109. 109. A big idea can be very straightforward • What does someone with pain crave? • What kind of life do they wish they had? • Did this ad deliver on what their customer is hoping for? • The little diagram helps draw in the customer with some ‘proof’ 135
  110. 110. Does this pun draw you to the hotel? • Do we care who she is? • Does this guarantee you’ll love the hotel? • Do you love being disappointed in a hotel once you get there? Not. • Ad does not alleviate any sense of risk. 136
  111. 111. On the other hand… • Hotels profit from family vacations (multiple rooms, meals, amenities etc. • This appeals to the craving of a working couple for a fun vacation in a kid-friendly environment • It also appeals to the fantasy that they can enjoy their kids - capture a fun moment – before it’s too late! 137
  112. 112. Dell tells us some good news • … PLUS you feel like they’re just like you – • “THANK GOODNESS • It only looks expensive.” • You like Dell a little more because of this ad. 138
  113. 113. B2B/B2C: Lands’ End promises good news The promise to a road warrior that they’ll always look their best, with little to no effort 139
  114. 114. B2B: A promise of more sales… in less space This company makes “Beer Salt” – which is popular with the Latino beer enthusiasts. With this product next to the cash register, a 7-ll can triple their beer sales. (The display is so small, it fits there easily!) No need to educate them about beer salt – just show them the profits! This B2B ad goes in food industry pubs Offer! 140
  115. 115. Point 3: Take them by surprise… intrigue them! But again, make sure it’s interesting to the reader 141
  116. 116. Suspension of disbelief and generating fantasy • Their target market: • Someone who wants to be admired. • Does this eliminate too many people? • Would someone who doesn’t want to be admired be happy with this ring? 142
  117. 117. Cheeky copy pushes all the right buttons! Key words: genuine, passionate, discovered, supplies will not last forever, nowhere else on earth (rare), don’t miss your chance, we don’t play by the rules of [expensive] jewelry stores, endangered, 100% guaranteed, simple, full refund 143
  118. 118. Does this make you curious? Insurance advertising is rarely surprising or engaging But with a headline like this, you can’t help but be drawn in to find out what Liberty Mutual has to say 144
  119. 119. How to get someone to consider a vacation in freezing cold Churchill, Canada The more specific you are to your audience, the less you have to tell them, and the more interested they’ll be in your ad Note – no explanation of what a Tundra Buggy is. None needed. Let’s go see the Polar Bears! 145
  120. 120. Humor can be risky but … The target audience is someone who would use Adobe Photoshop to make changes in photos This un-subtle approach immediately shows the benefit and fun of Photoshop 146
  121. 121. B2B: If you’re a media buyer, this kooky scenario would stop you in your tracks This ad’s point: Anyone — even a bride heading down the aisle — won’t be able to resist looking at your advertising on the ROVI TV schedule! 147
  122. 122. Point 4: “The Prospect as Hero” Use an ad to show the reader how they, too, can be the hero in their workplace or home … if they follow your advice! 148
  123. 123. Want to be a hero, like Sam? • Who wouldn’t like to save their company or client $23,000 in postage? • What would their boss say? • Would their client be happy? • When we get our prospect thinking in those terms, we have their attention 149
  124. 124. Dad will love it – and love you more! This tiny space ad sells ice cream for father’s day Another ‘prospect as hero’ approach 150
  125. 125. B2B: Copy and image show our prospect as a hero Visual tells the story: ‘The new Anritsu Site Master lasts all day without recharging... Just like you.’ 151
  126. 126. Point 5: Take a service or other ‘hard to explain’ product from obscure to something your prospect can relate to – and hear the phone ring with new business! 152
  127. 127. Product that’s hard to define? Tell the story simply When telling about a software system that enables someone to see dozens of other systems simultaneously, it’s easy to find examples… Jugglers Lion tamers But why go there? Show them the benefit. 153
  128. 128. Another story – and an ad that worked • • • This guy used B&B Electronics wireless components and consulting to reconnect communications between two buildings without digging out the parking lot Hats off to Otis Maxwell who wrote that this wireless system ‘saved his asphalt.’ We all love a good story, with a hero at the end 154
  129. 129. A story of how we almost lost our way… • Xtime is the developer of a highly comprehensive customer service system for auto dealerships • Unlike other services that have some customer service pieces, Xtime has it all in one convenient package • Xtime enables customer histories at their fingertips. No more ‘robocalls’ to frustrate customers. No more wasted money on mailers for service they don’t need. No more question of whether the parts are in. No more customers wondering when their service will be done. • Xtime handles it all and more. 155
  130. 130. How could we tell operations managers that this unique service is exactly the solution they’ve been looking for? 156
  131. 131. Brainstorm. “Xtime is like…” When you have Xtime, it’s like you have hired the world’s best customer relationship manager, on call 24/7 Xtime is like a finely tuned pit crew in Nascar… where each worker is expert in what they do, fast and true. They help you to win the competition for more customers Xtime’s multi-pronged system of service is like your own service bay, where you have experts for each need, all working together 157
  132. 132. A concept was chosen and we forged ahead • The pit crew concept was chosen… • Because it was colorful and seemed like a winning idea • But this was not really the most intelligent solution. • How do you stop a moving train? • Sometimes you just have to step out of the way… 158
  133. 133. But then, just in time, someone spoke up… We put on the brakes and decided that the ad really could wait another month or two so it would be the right communication We went to work again… 159
  134. 134. We got ourselves a winner: inspired by walking around a car dealership! • This final ad is inspired by the life of the fixed operations manager • Everyone wants him to solve all of their problems • He is seeking a way to reduce the post-it notes on his computer monitor and make everyone happy • This ad has been running for months now – it is doing its job well 160
  135. 135. Point 6: Size may not matter as much as you think 161
  136. 136. Small space ads can pack a punch • A $70 piece of jewelry with natural chakra stones strung on black jeweler’s cord. • A shoestring budget • Choose the market who is likely to buy it — affluent, open-minded individuals. Aim directly and fire. • Small ads: 2.25 x 4.125 in. A 6-ad set in New Yorker, run every other month Sold out in 6 months. Profit was in six figures. Website? It was there but most customers just bought directly from this ad Note – even in tiny ad, there’s an offer See the website with the cool magnifying glass function at 162
  137. 137. Small space ads can pack a punch • Mini ad for the Mini Cooper • They ‘toot their horn’ for winning a Consumers Digest Best Buy Sporty Car award • While horn-tooting is generally not good, in this case Mini buyers are interested in this particular award 163
  138. 138. High contrast is essential • Which ad designs do best in this small space environment? • Keep it simple, even black and white • The worst performers: photos of art, lots of color, reversed out type 164
  139. 139. How a few small space ads can dominate a spread 165
  140. 140. Two 1/3 page ads and two 1/8 page ads 166
  141. 141. Exploring new print media? • Put your toe in the water with ads in a ‘marketplace’ or ‘directory’ in that publication • Watch to see who runs again and again – they are the ones for whom the ad space is working • Which ads attract our attention first? 167
  142. 142. Point 7: An offer is part of every successful effort – even space advertising 168
  143. 143. This ad is almost ALL offer Rumored to be the most successful space ad Intuit ever ran for Quickbooks How do they know? It has an offer. 169
  144. 144. Lead with the offer, blow the doors off • Sweeps offers generate excitement • Attention-grabbers • If media is well targeted, you get many more names of interested prospects • You get more ‘dead wood’ too — but it can pay off 170
  145. 145. Offers create a reason to start a conversation • The offer is a FREE solutions kit that is useful for anyone in this business • The free consultation will get less response, but it still opens a door 171
  146. 146. The offer in this ad Avoid discounting your product – instead add value as they have with this triple bonus 172
  147. 147. Don’t hide your offer • People miss offers that are hidden. • Use a banner. Use a burst. Do anything to make sure the offer is clear 173
  148. 148. Tacky? Or effective? • Beauty contest winner, or great ROI? FREE Benchmark Study $200 value 174
  149. 149. To this market, here’s the ultimate offer This ad sells Praise and Worship tapes in a continuity series, to active Christians The offer is a tape that is not sold anywhere – it is only available through this offer 175
  150. 150. Anyone here doing space ads? At lunch, we can do some quick critiques… ‘7 points for space advertising ’ quick reminder list 1. 2. 3. 4. 5. Relevant visuals Solve a problem for your prospect Surprise or intrigue them The Prospect as hero Take on a new way to explain a complex or abstract product or service 6. Size tests and trial runs 7. Offer in the ad 176
  151. 151. Questions? 177
  152. 152. Time for Alan Rosenspan 5 Key drivers for your creative efforts 178
  153. 153. Key Driver #1 IT MUST BE OFFER-CENTRIC 179
  154. 154. Offer-Centric? • In most cases, it is more effective to sell the offer – not the product • The direct mail package and the print ad should be all about the offer • “Wait, there’s more…” No one will ever wait 180
  155. 155. 181
  156. 156. Prior mail “controls” • None of these had an offer 182
  157. 157. New ‘control’ by CWL TEAM A DM package Team was not able to talk them into an offer 183
  158. 158. Next ‘control’ by CWL TEAM A DM self-mailer tested with and without an offer. But the offer sucked. It beat the DM because of the reduction in cost 184
  159. 159. “Offers don’t work for us” Correction: Bad offers don’t work. Or Offers don’t work if the audience is wrong/ Mailing list is bad How many here think a cheap electric BBQ fork (that had been out on the market for a few years) is a good offer? NEXT slide: the offer that won (Thanks to Alan!) 185
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  163. 163. Key Driver #2 IT MUST BE ALL ABOUT BENEFITS 189
  164. 164. “The customer or prospect doesn’t give a damn about you, your company or your product. “All that matters is ‘What’s in it for me?’” — Bob Hacker 190
  165. 165. Determine your main benefit • Definition of feature and benefit • A feature is what your product is or does • A benefit is what it does for the user • Advertisers sell features; people buy benefits • All benefits are not created equal 191
  166. 166. Why does anyone buy these products? Product: Gasoline Features: Poisonous, smelly, expensive. Benefit: Travel! Product: Washing Powder Features: Powdery, granular, comes in a box, poisonous. Benefit: Clean clothing (You‘ll feel clean and fresh) 192
  167. 167. You can turn almost anything into a benefit (How about the high price of a Porsche?)
  168. 168. 195
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  170. 170. The Incredible Pencil Test How many features and benefits can you think of for an ordinary #2 pencil?
  171. 171. Ranking your benefits  Is it unique?  Is it important to your market?  Is it believable?  Is it a personal benefit? 198
  172. 172. Key Driver #3 IT MUST ADD VALUE 199
  173. 173. If the only time I ever hear from your company is when you want to sell me something… …then I’m not sure I want to hear from your company
  174. 174. • Add valuable information • Add tips or advice • Add something that helps them • Add something they didn’t expect • Add entertainment
  175. 175. 206
  176. 176. Turn your direct mail package into a fortune cookie… Something that people just can‘t wait to open
  177. 177. Key Driver #4 IT MUST HAVE URGENCY 213
  178. 178. And in this uncertain economy…  People are deferring purchase decisions Why do I need it has become: Why do I need it now? 214
  179. 179. Create urgency now!  Tell people what will happen if they don’t respond  Give them a deadline…  Use urgent language  Consider a fast 50… but never honor it 215
  180. 180. 216
  181. 181. Psychology studies show… People are more motivated by fear of loss than by the prospect of gain 217
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  183. 183. Key Driver #5 IT MUST BE TARGETED 219
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  188. 188. Copywriting and Concept Worksheet Client or product __________________________________________ Product name/detail: _____________________________________________________ Write a vivid word-picture with the prospect in the leading role of enjoying the benefits of the product or service. This will help you discover key words for concepts and copy! ________________________________________________________________________ ________________________________________________________________________ Feature:_________________________________________________________________ ________________________________________________________________________ Immediate Benefit Word Picture ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Long Term Benefit Word Picture ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 225
  189. 189. What’s next? Part 3: Digital Creative that Engages Customers October 17 (today), 1:00 - 2:45 pm Or: if you have something you’d like critiqued, or questions answered, we are available during lunch! 226
  190. 190. Lunch Time See you at 1:00! OR… we’ll be doing critiques during lunch