Digital creative-that-engage


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Digital creative-that-engage

  1. 1. Welcome to the DMA’sCreative Certification Course Part Three Digital Creative that Engages Customers Thurs., Oct 18, 2012 ; 1:00- 2:45 pm Presented by Alan Rosenspan & Carol Worthington-Levy
  2. 2. What media are we talking about?• Websites• Email• E-newsletters• Anything you want to talk about2
  3. 3. Design for the web• It’s not always pretty• Contrast is extremely important• Get viewers to the thing they’re interested in within two clicks• Don’t waste the viewer’s time with lengthy special effects – they hate it• Use science to guide the design: eyeflow, legibility and comprehension, etc.• Sell, sell, sell3
  4. 4. Direct selling site comparisonCompare these…• Note the format – two column or three column?• Color scheme: pale blues and mid blues (lower contrast)• Special offers and clearance below the main image• One main image that does not change4
  5. 5. Same products/site comparison• 3 column format• Color scheme: Deep red and black with some gray: contrast!!• Special offers and clearance to the right of the main image• Main image changes to 4 different products/offers• Special offer to get signups• Strong right hand column with products and specials• Use upper right corner for closeouts. 5
  6. 6. Special offer• Upper left for ‘signup’ offer and ‘search our site’…. PLUS…• OFFER TEST (free tips vs. free knife)• Remember: a website is just another direct marketing medium 6
  7. 7. Performance? Let’s compare that, too… 4 screen views/visit 7 screen views/visit More visits More signups for email More returning customers/back end Catering Supplies | Catering Equipm ent 100% Secure Shopping Cart 0 Items $0.00 View Cart FREE STANDARD SHIPPING on orders of $195 or more Hot New Items Monthly Specials Index FAQ Contact Us For FREE tips and special offers! your email address MONTHLY DRAWINGS: You could win a beautiful knife! Enter keywords/model number search... Chafer | Cabo Flair Riser | Glo-Ice Light Boxes | Coldmaster Server Disposable & Paper Products Over 15,000 products for caterers Dining Supplies and food service professionals! Beverage Products Buffet Service Decorations Cookware Plates and Bowls Bar Supplies Food Transport Food Prep Supplies Food Service Equipment Cleaning Supplies • Sheet Pans • Melamine Dinnerware • Pitchers Alfa Internatio nal • Stock Pots • Plastic Plates and Bowls • Glasses Amana • Saute Pans • China • Bar Accessories Anchor Hocking APW Wyott Equipment Induction Pan Carriers Berkel Best Manufacturers Blendtec Blodgett Bon Chef Buffet Enhancements7 See All Brands... • Convection Ovens • Heated Cabinets • Induction Ranges • Induction Chaf ers • Insulated Bags • Insulated Carriers • Blenders • Induction Cookw are • Pan Racks Food Storage Displayware Disposables
  8. 8. Consumer site: Niman Ranch Premium meats • Every product photo leads to a purchase page • More appetite appeal through affinity with great chefs and recipes • Promotion with deadline: monthly and weekly specials • Tells unique selling proposition: all NR meat from small closed herds with cruelty-free treatment8
  9. 9. Testing told us to emphasize the taste more than the anti-cruelty storiesThe winner! Right hand column is dedicatedRight hand column is dedicated toselling products to stories and value-add 9
  10. 10. Navigation Quick easy links help customer find exactly what they want — instantly Top section is for shopping Middle section is for gifting, specials and new items Bottom section is for chefs/restaurants, the Trade, Farmers, corporate gifting Registration into site will give customer access to email-only offers10
  11. 11. Selling pages • Quick easy links help customer find exactly what they want — instantly • Appetite appeal galore: in the COPY as well as the photos • Testimonials continue to position Niman Ranch as the tastiest of all • Content tells the curious customer more about the meat and the mission11
  12. 12. Selling pagesOne click, and they’re in their favorite Homes in on specificcategory of meat and ready to buy products 12
  13. 13. Content pages Makes a website a ‘search magnet • ‘Chef’ page always has a recipe • Chefs will change out on ‘refresh’ • Recipes - a growing library • Research told us that taste was paramount • ‘Farmer’ Page Tells the closed-herd story: safer, low- volume, cruelty free • Positions small farms/farmers as heroes who work every day for safer, tastier meats13
  14. 14. Nonprofit sites? Depends on goal…• Direct donation – keep it as simple as possible (two options – note simple messaging is for these sites)14
  15. 15. Main nonprofit site has different goals• Informational and lead generation• The top section changes out every few seconds• This site has room for many stories, including a video• Customer involvement: get people to consider long term giving15
  16. 16. Making extra money on a nonprofit site• LIVESTRONG started for fundraising/nonprofi t but has now become a lifestyle and health website• Note they actually sell advertising space on their site — it pays to do this and visitors don’t mind 16
  17. 17. Google’s heat map study17
  18. 18. Making Your Emails Sizzle Carol’s 10 quick tips for more effective email creative• Great copy is essential… Alan will cover this in-depth• …but there are other things that will affect whether anyone sees it – or reads it• Creatives, take note — the following items are also important to response…18
  19. 19. 1. Know who you’re mailing toA) Rental lists vs. your house list • Most rental lists are not worth a dime • (regardless of what your list broker tells you) • Your double opt-ins are good – special messages to get them shopping • Your customers are the best audience! Your task: getting their next order 19
  20. 20. B) Know your house list – and split it up into segments • Customers vs.. just opt-ins • How often they’ve bought (once vs.. many times) • What kind of product they’re buying from you (if you have a diverse product line this is essential) • Got a customer profile? Look it over and share it with your creative team to develop a great offer and appropriate creative • Not all emails should go to every person on your mail list • The better targeted, the more personalized you can make it, the better response20
  21. 21. 2. Use interesting, varied subject lines  Market-appropriate works better than generalized  If you only talk “sale”, keep it as interesting as possible  Check your own email — notice what you’ve been responding to Boring, bad… Too much of the same promo21
  22. 22. Hint: Your offer makes a great subject line – But if you never change the offer, you lose the offer’s “juice” – The power of the ‘free shipping’ offer is so diminished, it’s no longer seen as an offer or an ‘opener’Even freeshipping canbecomeboring if it’sthe only offeryou use!22
  23. 23. Here’s how to get your email opened Lots of subject line variation keeps them on their toes23
  24. 24. 3. Test. Suggest tests. Demand tests. Otherwise, if it fails, everyone will blame the creative! • TEST…Different offers • Date/time limit versus offer emphasis • Length of time they have to respond – today only; 5 hour sale; ends in two days, etc. • Their name in the subject line vs. not • YOUR name in the subject line vs. not • NEW products vs.. ‘Sneak Preview’ approach • Design: what kinds of photos or graphics work best • MAKE SURE you test with an A-B split, and keep track of results and long-term behavior24
  25. 25. Offer tests: Create offers your audience can’t resist • Knowing your audience gives you better offer ideas • Some audiences don’t respond to discounts • Measure the responder behavior - to determine lifetime value • Test Different offers – free shipping vs. a gift — discount vs. free shipping – a gift card for both you and your friend, vs.. a higher discount for you alone – two different gifts (‘home made jam’ vs.. ‘ten-year spatula’) – Deadline by which they must respond to get the gift – A sweeps or drawing vs. a gift now – A gift vs. an activity: customer involvement (such as writing a story or designing something: Preston Wynne, Chico’s) 25
  26. 26. Offer testing can yield surprises! We offer-tested a white paper about their topic (Permission email) Permission Email Expert Shares Secrets FREE vs. a chance to win Free from MediaLinq: a Tablet PC. The Definitive Guides to The list was all opt- Permission Email ins from the past REGISTER NOW. OFFER ENDS 12/31/02 year. Pretty Dear Named Recipient, “Thanks for making such a wide range of information available in a concise set of guides... makes it far easier to pursue more qualified. If you’d like the inside scoop on how to boost response from your permission mail campaigns, here’s some great news: The Definitive Guides to Permission Email gives full details on how to successful permission email marketing.” — Richard Johns, generate higher response rates, and its yours FREE just for President, Superior Color Which do you watching our 5-minute demo about MediaLinq Permission Email! JUST CLICK HERE! About the Author think got the most Just click here to receive The Definitive Guides to Permission Email free, and to watch our on-line demo. of The Definitive Guides to Permission Email responses? Written by nationally recognized authority Laurie Beasley, The Definitive Guides to Permission Email provide you strategies and techniques that are benefiting email marketers around the world. Even better, our demo shows how you can easily manage email Which do you campaigns online with total ease and control via MediaLinq! MediaLinq Permission Email is so intuitive that many new users launch their first campaign in an hour or less think got the best Laurie Beasley is a nationally — and you can too. recognized speaker and corpo- rate trainer on direct marketing. As President of a DMA “Top 100” Step-by-step menus walk you through everything. Just click to agency, she pioneered the use of quality responses? upload your lists, assign HTML and text emails, and schedule your broadcast. And you can track click-throughs and view reports in real time just as easily! permission marketing campaigns that have integrated direct mail, email, telemarketing and the World Wide Web. Laurie has taught dozens of seminars for the Plus, you save the expense of email servers, cut the costs Business Marketing Association involved in handling bounce-backs and reduce the need for hand (BMA), the Direct Marketing data entry. Association (DMA) and the American Marketing Association (AMA). Create and manage permission email campaigns 26 with speed and ease, raise response rates and reduce your IT burden!
  27. 27. 4. Keep brand consistent with voice and image • A customer recognizes you immediately – credibility! Monday, September 6 , 20 1 0 Here’s the brand via catalog… Here’s the brand in an email Subject: Shhh...Sneak Peek (50% Off) Date: Thursday, July 29, 2010 7:02 AM From: Chicos <> Reply-To: "Chicos" <> To: Carol worthington-Levy Conversation: Shhh...Sneak Peek (50% Off) Private preview! Get a first look at the new fall collection (50% Off)* Please add to your safe sender list or address book. View on a mobile device or web browser. 27 *Buy 1 full-price item, get the 2nd full-price item (of equal or lesser value) 50% off. Full-price styles only. Offer valid in stores, online at or at 888.855.4986. Limited time only. Discounted item will be reflected at checkout. **30% off already reduced styles only. Offer valid in stores (excluding outlets), online at and at 888.855.4986. Marked price reflects savings off original ticketed price. No adjustment on prior purchases. No cash value. Limited time only.
  28. 28. Emails can be brand-consistent, yet different • It’s ok to use different fonts as long as the message is consistent and you have common elements 28
  29. 29. 5. Make the majority of the message LIVE• JPGs and PNGs turn into big red x’s when they’re picked up as text• This happens more often than you realize• This email in an iphone:29
  30. 30. 6. Always use alanding page• “Smart” click on email sends to specific landing page• Goal – get the customer to what they want, quickly• Control their action – and keep track of it• http://www.wineofthemonthclu sirah?r=EM912A&utm_source =emaillist_bronto&utm_mediu m=email&utm_campaign=EM9 12A&utm_content=labelpic 30
  31. 31. 7. Spice up email with a variety of formats• Different formats at different times enables you to send more often without the customer getting bored• Try a promotional one vs. a newsletter one (not too long) to start• If this works try another format that is in line with your market, such as an “Ask the Experts” 31
  32. 32. Promotional or news? Use both to sell!32
  33. 33. 8. Invite involvement by customer The more opportunity for dialogue, the more they’ll like you! 33
  34. 34. 9. Try Email in videos Even if it seems like a lot of work… Does it need to be made with super high production values? Is it expensive? What happens after they play the video?34
  35. 35. A top selling email with a video twist • If a video is creative, and gets to the point, it can work even if it’s not slick! • 1700 views within 24 hours • Many hundreds of cases of wine sold. • SEE NEXT SLIDE TO VIEW VIDEO36
  36. 36. Wine of the Month Club ‘Wines I don’tlike’ video37
  37. 37. Video works on websites too • See how 5.11 Tactical uses video online to sell professional wear for cops and other uses – • http://videos.511tactical. com/videos/30/taclite- tdu%27s38
  38. 38. 5.11 Tactical demonstrates a fine new product39
  39. 39. 10. Write a message that is compelling• Do not believe that people don’t read emails• …but keep the message short and succinct• Keep the voice consistent with the voice of your brand• Don’t train your customer to ignore your emails by using an intern or non-copy pro who will probably write a stinker! 40
  40. 40. Show them you know what they like!• Get into the swing of the way your customer communicates• Share with her about what she is interested in, in a friendly voice she’ll like 41
  41. 41. Be yourself, but even more so — Develop a voice and attitude!• If your customers like your attitude, this is a chance to let it really shine each time you reach them 42
  42. 42. P.S. Hire a proofreader  Programmers and designers can’t spell.  Errors like this may possibly be ignored — or they may make you look thoughtless!  Be classier than this. Yes, even with email.  Need a proofreader? Ask us for recommendations or call Bulletproof!43
  43. 43. Back to Alan: Writing for the Web44
  44. 44. Writing for the Web• Anyone can write for the web, right?• 182,000,000 websites – as of 2007 • Netcraft• Over 1 trillion web pages• Over 50 million blogs – as of 2006 • Technorati State of the Blog45
  45. 45. What’s even worse...• There’s actually very little writing on the web• Let’s look at the most popular websites in the world46
  46. 46. Writing WinningWebsites
  47. 47. What do we mean by winning?• Websites with low bounce rates• Websites that keep people reading and engaged• Websites with high conversion rates – that motivate people to buy48
  48. 48. How do People Read Websites?49
  49. 49. …not in the traditional way• They scan – not just at first, but continually• They take in “nuggets” of information• This may be changing with iPad, Kindel and other electronic reading devices50
  50. 50. • Recent research gets an “F”• They read the top bar, go down and read across for a shorter amount• They scan the left-hand side• …all at lightening speed!51
  51. 51. 52
  52. 52. So you need to write how they read53
  53. 53. …not in the traditional way• You don’t have a beginning, middle and an end• Everything you write is a beginning…with a link for more information• You are not developing an argument; or telling a story; you are creating powerful telegraphic messages54
  54. 54. 7 Proven Techniques55
  55. 55. 1. Be a Pied Piper1. Highlight key words and benefits2. Make them bold or BIGGER3. Put them in another color to attract attention4. Use numbered lists or bullets56
  56. 56. 5. Use Headlines and crossheads 6. Put benefits and call to action in the margin57
  57. 57. 2. Keep it short• Give them the benefit or main idea quickly• Give them a lot of ideas, let them decide whether or not to learn more• For examples, visit• Don’t try to cram everything in58
  58. 58. 59
  59. 59. 3. Use the hot spotsThis is the area that your eye goes to first. It should have news, an offer, or the most important benefit60
  60. 60. 4. Divide and Conquer• Use boxes, sidebars, anything that helps simplify and organize information• Use charts and graphs whenever possible• Always include a caption underneath them61
  61. 61. Put key information To make it In boxes Or charts stand out62
  62. 62. 5. Write in different ways• Write benefits in several different ways; if one doesn’t resonate with some people, another might• Save 33%. Get it at 1/3 off. Buy 3, get one FREE. Save $19.00• Write from different perspectives – customer, CEO, engineer. It shouldn’t sound like it all comes from just one person63
  63. 63. 6. Be Direct• Tell people exactly what you want them to do, how and when• Include multiple calls to action in multiple places• Give people different ways to respond • Toll-free phone number in e-mail increases response by as much as 50%64
  64. 64. 7. Add credibility• Magazine advertising has an editorial umbrella; people trust them more• Direct mail is a tactile media – the person holds it in their hands• Digital is less certain. People are unclear who is behind the information and whether a page can be trusted65
  65. 65. Writing exceptionale-newsletters
  66. 66. Still the one…• Best way to maintain customer relationships• Best way to add value, if done correctly• Because of this, more and more companies are using e-newsletters• And fewer people are reading them67
  67. 67. • Average time spent on newsletter• Percentage of people who fully read it• When you add words, how much extra time do they spend?68
  68. 68. • Average time spent on newsletter• 51 seconds – less than a minute• Percentage of people who fully read it• 19% - less than one in 5• When you add words, how much extra time do they spend?• Trick question – they spend less time69
  69. 69. My newsletter…• Written like a letter• No graphics, 10-12 pages of just text• Few links70
  70. 70. 71
  71. 71. …but it proves a point • 2600 people in 37 countries • Less than 70 “opt outs” in 11 years • Content is king72
  72. 72. Writing effective e-mails
  73. 73. What function does each part serve?• Top 10-20% has headline and the offer. Objective: get people interested• Next 30-50% has visuals, benefits, call to action• Remaining 20-50% is probably wasted….74
  74. 74. Three Parts of an E-mail• Top 10-20% which will show through in a “Preview”• Next 30-50% “above the fold”• Remaining 20-50% below that75
  75. 75. 1. Subject Line rules• Even more important than a headline, or an OE• “Clarity trumps clever”• Needs to be instantly relevant• Should have offer• Could flag your market76
  76. 76. 77
  77. 77. • Return Path research - 49 characters ideal  They claim a 75% lift over more and less• NO ALL CAPS!!! Or special typefaces, asterisks, $#%!@• Try “Free” - especially in B2C• Be Seasonal78
  78. 78. 79
  79. 79. 3. Text matters• Here’s why you are receiving this e-mail  You opted in  BORA (Based on Recent Activity)  BOSI (Based on Searched Interest)• Begin and end with a link• Use a Johnson Box, with an offer and a link80
  80. 80. Dear who?• Dear 1st name is ideal or…• Have the salutation put them in the mood you want them to be…• Dear Lover of Beautiful Things  Antique magazine• Dear Breadwinner  Insurance product81
  81. 81. …and even more text• This isn’t a letter• Get the offer quickly• Specific facts and numbers• Shorter is better; 200 + 300 words82
  82. 82. 4. Call to action• Multiple calls to action; Start with a link, end with a link• Make sure you also include an 800 number• Make the call to action BIGGER — so people see it when they scan83
  83. 83. Add action icons• Boxes• Arrows• + signs• Shopping baskets84
  84. 84. 5. Opt out/opt in• Always end with a privacy statement and “Opt-out” option• But never, ever let someone just opt-out• Just like Casablanca, “This can be the start of a beautiful relationship” - on their terms.85
  85. 85. Best practices in design and strategy… • Give them a choice • Only talk to me at these times • Only talk to me about these topics • Only talk to me in these ways • 40% of all “opt-outs” will opt right back in again • And you can talk to them in a much more targeted and relevant way86
  86. 86. A few parting wordsabout writing
  87. 87. Write. Rewrite. Repeat• “The first draft on anything is #@&%!” — Ernest Hemingway• “Only ambitious non-entities and hearty mediocrities exhibit their rough drafts. It is like passing around a sample of your phlegm” — Vladimir Nabokov88
  88. 88. “Many have the talent to become great, but few have the energy ” — Tom McElliot89
  89. 89. Thank You Visit www.AlanRosenspan.comfor 100 articles about direct marketing, A new blog, and to ‘link in’