DMCNY Hot Creative
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Transcript of DMCNY Hot Creative
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM
Hot Creative!
The basics for winning creative in today’s
multi-channel world
Peter Milburn, President, RE:DIRECT
April 14, 2009
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 1
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 2
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 3
Okay this Works
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 4
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 5
Official Junk Status
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 6
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 7
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
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 8
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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All You Launch Inserts
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Rolling Stone Insert Cards
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Blueprint Email
Editorial PageAcquisition Email
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 12
Tie Email to Website Brand
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 13
Smithsonian Acquisition Email and Test Effort
Control
Test
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Smithsonian Magazine
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BusinessWeek Acquisition Email – 1st Round
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BusinessWeek Acquisition Email – Final
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BusinessWeek Wrap – 1st Round
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BusinessWeek Wrap – Final
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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
I am really smart and I’ve
been around a long time.”
“Wow! This is really cool!
Look at what I found. What
do you think of it?”
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TIME Renewal Series – Classic Tactic Driven
2 ALT WITH
PREMIUM
1
2
3
CHITS
2 ALT WITH
PREMIUM
4
5
5 ALT
STUDENT
6
7
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TIME “Discover Seeker” Branded Renewal Chit
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TIME “Discover Seeker” Branded Renewals
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TIME “Discover Seeker” Branded Renewals
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TIME “Discover Seeker” Branded Renewals
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Economist Renewal
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Economist Renewal
On back of OE
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Economist Renewal
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Economist Renewal
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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%
Effort 5 7.66% 1.88% -5.78%
Effort 6 1.75% 1.01% -0.74%
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%
Over 10% Lift in
Renewals Across
the Series
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 30Maxim Magazine
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© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 31Maxim Magazine
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Thank You!