Successful direct marketing is the elusive fusion of planning and strategy, tactics and testing, data and segmentation. But the target audience never sees any of it. The only tangible connection they make is with the creative, and it provides the ultimate litmus test for any direct marketing campaign.
With this in mind, we sat down Kim Redlin, Vice President, Creative Director and Randy Mitchell, Associate Creative Director, to share their views on the creative side of direct marketing.
What is the most significant challenge facing direct marketing creatives today?
Kim, Vice-President Creative Director: I think the biggest challenge lies in the sea of information itself. Today there are so many different formats to communicate with customers and prospects. As a result, every target is inundated with multiple communications in every media imaginable. But it’s never enough to simply get your message in front of them. You need to filter through. Your creative has to engage the target and capture their attention; only then will they focus on your message.
Randy, Associate Creative Director: Another major challenge is to translate a brand into direct marketing. Think about it. You have to capture the essence of the brand identity, but you also need to drive response every time. At J&C, we practice something we call “Brand Direct,” and that means we harness the power of the brand and extend it using proven direct marketing practices. Bottom line, you get a cohesive message in every channel, and results that make you look very good at the board meeting.
Can truly breakthrough ideas exist in a results-driven world?
Randy: Truly breakthrough ideas have to exist. Particularly in a results-driven world. Because what drives results? Getting noticed, breaking through, and making an impression. And you can’t achieve that by blending in or flying under the radar. Kim said it a few moments ago. Your message has to “filter through.”
Kim: And you can’t do that unless you know your audience and their preferences inside and out. To a marketer, that’s called “behavior-based targeting.” But to a creative, it’s really about sharing the experience. In essence, you have to immerse yourself in your target’s world. Only then can you communicate in a way that truly resonates on every level. Remember, people today are conditioned to “tune out” much of what they see. So thinking inside their world and outside the box is the only way to reach them.
Are traditional direct marketing methods still effective today?
Kim: Absolutely. We can’t ever turn our backs on what works. Today, we’re actually building on those tools and techniques and applying them to our creative approach. Ron Jacobs, who’s our agency President, has coauthored the book, Successful Direct Marketing Methods. And it truly is the book we all go by. When you break down any of our campaigns, you’ll find the processes and practices Ron talks about in action. Those methods not only still work. They work best.
Randy: When we talk about what worked in the past and what works today, we’re not talking about a difference in foundation. The cornerstone we build on is the same. We still believe strongly in message management across every channel, even though the channels may change. And we still build toward lifecycle management, even though new markets may emerge. I guess Ron said it best. We have to “deliver the right message to the right target at the right time through the right media.” And that overriding principle is never going to change.
What are some of the trends that are reshaping direct marketing?
Kim: Multichannel communications continue to be incredibly effective. We see it in all of our work. Direct mail, broadcast, e-mails, Webcasts and Websites; they all shape the landscape. And digital communications are growing every day. But that’s not surprising considering the fact that postal costs and paper costs continue to rise. With that in mind, all elements in our campaigns have to work smarter together and harder than ever.
Randy: No kidding. And one way we’re accomplishing that is by developing communications that are more educational, and as a result, more effective. We don’t just sell our audience, we inform them and demonstrate tangible differences. And we create interaction through integration. Maybe it’s a postcard that drives them to a Webcast. Or a direct mail package and microsite that transform a complex subject into something clear and meaningful. See the pattern? Online and offline both benefit because they share that complete integration.
What about the trends that will shape the future of communications?
Kim: The future will be all about mobility. You’ll need to keep up with people, and reach them on their schedule. And that’s the natural evolution of transparent, high-speed communications. Radio Frequency Identification or RFID is the perfect example. Today, RFID helps suppliers make sure their products are where they need to be. But this kind of technology also holds unlimited potential for smart direct marketers. Imagine a highly relevant message sent directly to a customer when they’re considering a purchase decision. So in essence, you’ll be tracking your market, tracing their preferences, and targeting their needs every step of the way. But no matter where the technology and trends take us, our primary focus won’t change. Everything we do helps build a lasting relationship that benefits both sides. That’s the ultimate goal.