View
723
Download
0
Category
Preview:
DESCRIPTION
On any given day, consumers see 3000 ads. So how do you get your message to stand out? It's simple - use direct response tactics. From old school print ads to mobile email, the basic tenants still hold true. Tell your users quickly and clearly, what they get and how to get it.
Citation preview
Direct Response Still Matters07.21.11
Let’s talk about:
2
1. Why being direct matters2. Messaging and creative3. Integrating online and off4. User experience exercise time
1. Why Being Direct Matters
3
When you ensure the user experience has a direct response aspect, you can almost guarantee that you will:
• Gain new customers• Keep current customers happy• Improve sales• Promote brand awareness
4
1. Why Being Direct Works
5
1. Why Being Direct Works
6
1. Why Being Direct Works
7
1. Why Being Direct Works
8
1. Why Being Direct Works
9
1. Why Being Direct Works
3,000The amount of ads the person you are trying to reach will see every day.
2. Messaging and Creative
10
How did the user get here?
Not just for websites – consider how and when your recipient gets your message. Is it in their mailbox? Did they click a banner? Type a URL?
Knowing the experience is the most important first step.
11
2. Messaging and Creative
:03 seconds to trash or not:30 seconds to scan3:00 to read
The Rule of Jethro
To get a response, you must create your promotion so that every person – no matter how intelligent – will know why and how to respond.
12
2. Messaging and Creative
WIIFM?
“There’s one more very important thing about this product … the company that stands behind it. You’re a member of the FineCo family, so you already know our philosophy: to provide you with products, services and assistance that truly serve your best interest — to help you get the most out of your money, your opportunities … your life.”
13
2. Messaging and Creative
14
2. Messaging and Creative
WIIFM?
“Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: ‘Buy this product, and you will get this specific benefit.”
- Rosser Reeves
15
2. Messaging and Creative
Simply put, being direct means that your message tells a user (as quickly as possible), what s/he gets and how to get it.
16
1. Why Being Direct Works
17
2. Messaging and Creative
18
2. Messaging and Creative
19
2. Messaging and Creative
21
2. Messaging and Creative
22
2. Messaging and Creative
23
2. Messaging and Creative
Set a tone with subtle design
Simple elements help create a feel for the user. Combined with direct content to promote action.
24
2. Messaging and Creative
25
2. Messaging and Creative
3. Integrating Online and Off
26
27
3. Integrating Online and Off
28
3. Integrating Online and Off
29
3. Integrating Online and Off
Consider the US Mail
Is your product geo-specific? If so, mail might be good for you. Is your service based online? Then you’re likely to stick with digital efforts, but don’t leave out social media and sponsorship.
30
3. Integrating Online and Off
4. User Experience Exercise Time
31
32
4. User Experience Exercise Time
Let’s put pencil to paper and see what you’ve learned. With your Capital Factory team, follow these steps:
• Step 1 – choose one: email, postcard, banner ad • Step 2 – build a landing page• Step 3 – present to groups
Thank you.
33
Recommended