DMCNY Hot Creative

© 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

© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 1

WHAT IS HOT

CREATIVE?


Not Bad – But No Response Element


Okay this Works


This Creative is Getting Ugly


Official Junk Status


Hot Creative is the

Perfect Blend of

Branding and Tactics


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


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


All You Launch Inserts


Rolling Stone Insert Cards


Blueprint Email

Editorial PageAcquisition Email


Tie Email to Website Brand


Smithsonian Acquisition Email and Test Effort

Control

Test


Smithsonian Magazine


BusinessWeek Acquisition Email – 1st Round


BusinessWeek Acquisition Email – Final


BusinessWeek Wrap – 1st Round


BusinessWeek Wrap – Final


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?”


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


TIME “Discover Seeker” Branded Renewal Chit


TIME “Discover Seeker” Branded Renewals






Economist Renewal


Economist Renewal

On back of OE


Economist Renewal


Economist Renewal


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

© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 30Maxim Magazine

© RE:DIRECT 535 W 34TH STREET 10001 : NEW YORK CITY : TEL 212 233 4558 : WWW.REDIRECTNY.COM 31Maxim Magazine


Thank You!