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Big Bang …The evolution of a direct creative strategy
Pam Linwood, PDM
Linwood Direct Communications
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It’s An evolutionary process
Today… A proven creative strategy
Guide to determining where to start
Makes sense to management and clients Some important creative stuff Samples What makes B-to-B creative unique
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What is direct marketing?
Accountable and measurable Asks for a response Re-defines failure Forces a customer focus (vs. a product focus) It’s all direct
Formats, mediums, bs. expectations
Why? Businesses demand it…and so do customers
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Big Bang Strategy
The Audience The Offer The Creative/Format
How do you weight each one’s importance 40 – 40 – 20 (Ed Mayer) 60 – 30 – 10 (Ray Jutkins) 40 – 20 – 15/15 – 10 (Ron Jacobs)
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What Matters
A chain of events – evolutionary What has the most impact first
40% Aud/List
20% Offer
15% Copy
15% Design
10% Timing
0%
20%
40%
60%
80%
100%
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What’s the campaign Objective
Build awareness Company Category Brand
Create interest Generate leads
How many?
Measurement criteria
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The Audience What has the most impact?
Existing customers – retention vs. acquisition Lapsed customers New customers
House file or cold list Profile to find more, like your best Requires knowing who your best customers are
Decision-makers / influencers / info-gatherers Roles not as clear as they used to be Companies are tougher to target – multiple hits
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The Hierarchy of a customer
Where is your audience? Build relationship
0
10
20
30
40
50
60
70
80
Over Time
Identify Problem
Learn Solution
Develop Opinion
Stimulate Trial
ProductUse/ConvictionUsage
Repeat Usage
Loyal
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Touch points
A single mailing? Most campaigns require 2 to 3 touches before
they will respond to your message 10 • 4 • 1 (mailings, telemarketing calls, sales call)
Touch in multiple ways E-mail … phone calls … trade shows … postcards
Single step or multi-step Lead generator and fulfillment
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Audience motivations - The big five
1. Fear Avoid with insurance, financial, self-improvement
and fund-raising
2. Greed Discounts = greed
3. Guilt
4. Exclusivity
5. Popularity
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Mayer’s motivators1. To make money2. To save money3. To save time4. To avoid effort5. To get more comfort6. To achieve greater
cleanliness7. To attain fuller health8. To escape physical pain9. To gain praise10. To be popular11. To attract the opposite sex12. To conserve possessions13. To increase enjoyment14. To gratify curiosity
15. To protect family16. To be in style17. To have or hold beautiful
possessions18. To satisfy appetite19. To emulate others20. To avoid trouble21. To avoid criticism22. To be individual23. To protect reputation24. To take advantage of
opportunities25. To have safety in buying
something else26. To make work easier
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FINDING THE BIG BENEFIT FAB Analysis
Feature Advantage Benefit
List features Leverage with advantages Position with benefits
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FAB Example
Feature• Facts
Advantage• “I’m…” (personify)
Benefit• “So you can…”
Laptop computer weighs 3.2 lbs.
Easy to travel with.
Your back won’t ache at the end of a day of travel.
Turn negatives into positives You’ll feel great when you get to your meeting.
Organize by relevance to audience types
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Exercise: fab analysis
Feature
Storage case
Advantage
Keeps out damaging dust
Benefit
Preserves your investment
1. _____________________
_____________________
_____________________
_____________________
_____________________
_____________________
2. _____________________
_____________________
_____________________
_____________________
_____________________
_____________________
3. _____________________
_____________________
_____________________
_____________________
_____________________
_____________________
FAB Analysis isn’t just a creative exercise….
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Emotion & Logic
Uncover problems Lead with the logic, close with the emotion.
Bus. benefits are logical (workplace benefits) Personal benefits are emotional (recognition)
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7 key offer components What you are willing to give in return for a response
1 – Product/Service
2 – Price
3 – Unit of sale/credit/payment options
4 – Incentives
5 – Time limits
6 – Response options
7 – Guarantees
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How to build an offer
Two ways
1. Relevant to product/service
2. Relevant to audience and their interests
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ultimate offer fILTERs
Will this make sense to my customers/prospects?
Does the offer enhance the selling proposition?
3 key offer attributes: Make it believable Get the reader involved Think creatively
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Consider formats
Classic packages are the top performer
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Formats Newsletters build
credibility
• position as
the resource
• no more than
40% sales
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Formats
Self-mailers & postcards
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Formats
Email only minor
differences,
specific to format
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Timing
Specific to product or company Seasonality When and how you contact customers,
prospects is key
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What’s unique in B-to-b
This buyer wants to buy Always on lookout for info to advance themselves More targeted needs, not wants Will read lots of copy – wants information Stronger base of knowledge and are careful about
what they buy; must be able to justify purchases
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B-to-b audience
Sophisticated audience High interest and understanding of your product More research required Superficial copy & over-simplification won’t work Buyers are more serious; act less on impulse Hard facts, comparisons, demonstrations, trials,
test results
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Multiples of B-to-B
Multi-steps Mailing Permission emails Demonstration / trade show Sales meeting
Multi-touches Whatever it takes / what the budget can buy Spend more on highest-propensity prospects
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other multiples
Multi-audience versions Multiple targets to touch, with unique positioning Versioning builds relationships; resonates Historically, look for synergies/cost-savings But the fewer the versions the more product-
focused
Multiple buying influences Team effort vs. individual decision Not an impulse buy
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Suits are still people
Copy does not need to be dry, hack, boring Cloak emotion in logic – most business
people take pride in logic, but respond on emotion
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Testing…with a big bang
Look for ways to test In what order?
What has the most impact first 40 • 20 • 15 • 15 • 10
An evolutionary process In direct marketing, there are no failures.
Just learning experiences.
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Text Matrix
Age
18-25
Age
26-35Control
Mail(only)
Mail and
Mail (only)
Mail and
Email (only)
Offer ADiscount
2,500 2,500 2,500 2,500 40,000
Offer BInfo / Tips
2,500 2,500 2,500 2,500 40,000
Simple Test MatrixClient: An online tax company
8 cells of 2500 ea. (10,000 total qty)3 variables: age, offer, format/sequence
Tests:1 – Age Group (which offer worked best within an age group)2 – Offer (which offer pulled best overall) 3 – Format/Seq. (which format seq. performed best over or by any sub-category)
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Selling your campaign
Use the Big Bang Strategy ROI Logical flow
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Big Bang Strategy
What has the most impact first
40% Aud/List
20% Offer
15% Copy
15% Design
10% Timing
0%
20%
40%
60%
80%
100%
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Thank you…
Questions?
Contact:
Pam Linwood
Linwood Direct Communications
816-753-2363