Multi-Channel Direct Marketing Certificate

DATA

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.

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.

1. The Creative Brief

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

THE CREATIVES
A B

the what

the how

the where the when

the why

props

The single most motivating thing we have to say

Say it in the most memorable way

TEN PROP STARTERS

1.! An outstanding characteristic of the product or services ~ something 2.! 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?
unique like a secret ingredient Pricing ~ well beat any published price Vs most expensive

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)

is the prop true?

the who

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?

Always in the kitchen in her apron.

Sits around watching old movies.

A PEN PORTRAIT: Freedom Fighters

MATTHEWS PROFILE
AGE STATUS INTERESTED IN PERSONAL VALUES & QUALITIES 55 Divorced, De-facto Friends, exploring, making practical jokes. Relaxed, comfortable, social, spontaneous Reasonably quick to adopt new technologies (Moderately confident)

MARKET STATS
13% Market Volume share 64% Post-pay (n.s) 36% Pre-pay (n.s) 26% MBB* Less than $30 average monthly spend (57%) Phone wary Lower than average message rate Average of 2.9 SMS/day Upgrades handset less than every 24 months or has never upgraded

TECHNOLOGY IN LIFE

WHO AM I?
Hi, my name is Matthew. Im 55 years old and live in Brisbane with my partner Betty. She is currently not working and I am planning 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 of a joker and a rebel. We havent 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 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 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 hard for 30 years. I am quite interested in the new technologies coming out. 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 a present and therefore I havent really found a need to buy one. Mobiles dont 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. Its mainly there as a mode of contact for people when I need it. I have never switched my phone handset before and probably wouldnt bother unless there was a great deal. Price is the biggest influence on the phone I buy. I dont care about any optional extras such as music or internet. Cheaper rates on my mobile would really convince me to get a certain mobile deal. I dont 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 down.

When choosing a phone: Price and battery life most important Music, internet, aesthetics least important When choosing a service provider: Cheap rates are the most important

! !"#$%&'((!)&

get to know your customers

2.a Case studies

Mowie

Campaign Optimisation Brief:

CLIENT: Diesel TITLE: Mowie Motorbike Helmet NAME: Mowie JOB No.: DIE001 DATE: 29/03/2011

WHA T

What is the problem or opportunity? Launch Diesels new Mowie motorbike helmet in a completely different way from previous launches.

Who are we talking to. Motorbikers who are young at heart and have a strong sense of fashion.

WHO

PROP
Cool protection
WHY
Why will this resonate with the audience? The collaboration between Diesel and AGV has combined the materials and look of a credible street fashion label with the quality and safety of one of the worlds biggest helmet makers to create the coolest helmet on the road. How and where might we best engage with the audience? There is only small budget for this launch.We want to engage with, and have as many people as possible talk about the helmet. So think beyond the normal Diesel PR product launch campaigns.

HOW

2.b Ten channels

3.Creativity
Understanding the creative process

The secret to creating memorable ads

straight headlines, need twisted pictures

straight pictures, need twisted headlines

4. How to evaluate and give feedback on creative work

How to evaluate and feedback on creative work

1. Before
SMILE The Creatives are nearly always very nervous.
Youll 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.

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.

BIG IDEAS are your last legal means of an unfair competitive advantage

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

LEGS Does the idea work well in all channels?

Worry about a missing idea.

memorable or compelling way.

Paper & Pixels.

MINUTIA Dont sweat about a missed comma.

How to evaluate and feedback on creative work

3. After IMPRESSIONS Give an initial impression.

OPINIONS Avoid giving it the good old
Then pin it on your office wall and give it the overnight test. Sleep on it and see how it looks in the morning.

Its okay to be general, if you are going to feedback formally later.

once round the office. Everyone has an opinion but have they read the brief?

DOUBT Not sure?

5. Feed your mind.

Places you should visit

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

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

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

Keep n Read Creative Books

!The Craft of Copywriting Alistair Compton ! Cutting Edge Advertising II Jim Atchison ! Hey whipple, sqeeze this Luke Sullivan ! Its not & Whatever Paul Arden

Keep n Read
Old skool
! Commonsense Direct & Digital Marketing
Drayton Bird www.draytonbird.com

thank you

questions