Fall 2015 3700 Brochure Direct Mail
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Transcript of Fall 2015 3700 Brochure Direct Mail
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OUJ3700
Direct Mail and Brochures
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Direct mail 101: why do it?• Direct mail=Letters and
accompanying material mailed to large groups of people
• Long history• Effective public relations tool. Let’s
think integration.
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Brochures:why do them?• This helps with B2B marketing.• You already have this content for the
web.• People like the leave behind.• They also like something they can fold
into a pocket or laptop bag.• This helps you tell a story.
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Brochures:Formatting• Give basic information about an
organization, a product, or a service.• Determine what you want people to do
after reading your document. This helps guide how you write the document.
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Brochures:Formatting• Format First: There are usually six or
eight folded panels.• In the old days, each panel led to a
conclusion at the end.• In 2015, I think each panel is its own ad
and should have some type of action step.
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Brochures:Formatting• Writing: Play show and tell.• Integrate graphics and components of an infograph.• Consider teasing specific online elements where people
can learn more.• Brochures begin a conversation, but they need to take me
somewhere else to convert on a transaction. • If you do this, make sure the content lives online or
access content from the web. These take time to do; get the most out of your work.
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Let’s talk direct mail
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Why does direct mail work?• It’s controlled media. Offense is fun.• You can do crazy audience targeting and make it feel
custom. • It’s inexpensive and pretty cost-efficient from a
production standpoint.• Everyone looks at their mail, even if it’s for five seconds.
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Why do people not like direct mail?• People don’t want to be perceived
as delivering “junk mail”• Information overload
•Average person receives more than 800 pieces of direct mail annually
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So let’s create direct mail:what the book saysMailing envelope
• Must attract readers’ interestsCover letter
• Addressed to one person, personalized greeting• Headlines and first paragraphs, typeface and length,
postscriptBrochures
• Supports mailing’s offer and adds credibility• Refer to Chapter 13 for layout and formatting info.
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So let’s create direct mail:what the book says• Reply card
• Solicit response from reader• Provide adequate space
• Return envelope• Ensures privacy
• Gifts• “Reward” for opening envelope
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So let’s create direct mail:what farkas says • Simple is your friend.• Don’t make people open anything.• Show transparency and make it a postcard.• Make sure you use both sides of the card.
• Write this the way you would a banner or billboard ad.
• Create attention.• Manifest into interest and desire.
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So let’s create direct mail:what farkas says • Simple is your friend.• Don’t make people open anything.• Show transparency and make it a postcard.• Make sure the action step is multifaceted.
• I should be able to call.• I should be able to visit the web.• I should be able to access social.• I should be able to text.
• I hate coupons, but they do help with direct mail.
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So what about the next assignment?• You will have a creative brief.• One person on your team will create a direct and indirect
newspaper ad.• One person on your team will create a direct mailer.• One person on your team will write a billboard and cube
ad. • You will be graded on a 50 point scale for your work.• You will get an average of the group grade.
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How will I grade you?• Creative alignment.• A consideration of color and shape.• Did you get my attention?• Did you create interest and desire?• Is there any easy to follow action step?
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Submitting work• I’m not going to hammer you on design.• I just want basics…easy to read and large enough font
size.• Think light color/dark backdrop or vice-versa.• People have done this work in word.• People have made a PDF.• For this assignment, I’ll take a PDF.• You’re also welcome to work with your team and use this
as a chance to possibly hone design skills.