DIRECT MARKETING EDUCATIONAL FOUNDATION

Peter Johnson October 17 2009

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Beyond the Banner: Teaching Powerful Creative Techniques in Digital Direct Marketing

Peter Johnson

Pace University, New YorkSaturday October 17, 2009

DIRECT MARKETING EDUCATIONAL FOUNDATION

Peter Johnson October 17 2009

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Teaching Digital Creative Special Session Agenda

1. Understanding and defining the digital creative process1. Similarities with traditional direct

2. Differences from traditional direct

2. Ecommerece: where creativity and technology meet

3. Bring real-world B2B direct creative into the classroom

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Students think:You’re Either Creative – or You’re Not

• “Creativity” comes from Latin creatus which literally means "to have grown”

• Creativity is a process

• Creative is a powerful way to accomplish business objectives

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DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Creativity is a PROCESS

1. Saturation

2. Incubation

3. Illumination

4. Validation

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Poincaré (1908 )Wallas (1926)Edwards (1986)

DIRECT MARKETING EDUCATIONAL FOUNDATION

Peter Johnson

Students need to understand the math

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Representative Response Rates For 2009:•Direct Mail 1.65% to 3.65%•Catalog 1.85% to 3.95%•Newspaper & Magazine 0.50% to 1.00%•Telephone (outbound) 2.92% to 4.4%•E-mail .100% to 1%

DIRECT MARKETING EDUCATIONAL FOUNDATION

Peter Johnson October 17 2009

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Direct Marketing success is a combination of factors

• 40% of DM success is determined by lists & media

• 25% is affected by the offer

• Design affects 20%

Most marketers spend a disproportionate amount of time on creative and formats.

•15% is based on timing, ease of response, etc.

Source: DIRECT Magazine, Grant Johnson, January 2006

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Creativity in Digital Direct

• Targeting • Integration• Innovation

HP “Pong” Banner 1996

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Targeting by time & space

Synchronized Banners.1. In the top banner the cap comes off and the bottle begins to pour.

2. As the bottle pours, the side banner fills with Bud.

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Campaigns designed to work only online

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Understand different cultures AND intersections between creative and technology people

TechnologyCreative

Ecommerce Marketing

Create opportunities for intersection

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Teaching creativity requires technology

ECommerce is about creating “Branding Applications”

– Branding Apps are functional software tools that serve user requirements/behaviors

– Focus is on “Users”, not buyers

Userneeds

Data

Application Useful Results

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Advertising applications drive search…

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http://blog.compete.com/topics/advertising-effectiveness/

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

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Advertising Designed to be run

ONLY online

Create Branding Applications

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Technology may not just be on the computer

• Gesture-recognizing touchscreen billboard games installed on New York, Boston and Chicago storefronts

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DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Understand different cultures AND intersections between creative and technology people

TechnologyCreative

Ecommerce Marketing

Create opportunities for intersection

DIRECT MARKETING EDUCATIONAL FOUNDATION 2009

Contact Information

Peter JohnsonPace UniversityNew York City212-427-7600 ex. 2pjohnson2@pace.edu

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