The Direct Marketing Voice

Tag Archives: creative

The “Auto-personalize Your Mailing” Mailing

Posté par Luis Paez le August 19, 2009 – 1:06 pm

dans Database Marketing, Direct Mail Marketing

I have to say, this is a clever idea. As a campaign to promote the ad agency Rapp, and their new name/image, Rapp sent out this interesting piece which consisted of a “box” which contained a button. That button, once you pushed it down, rubber stamped the recipient’s name onto the top of the letter. Oh, wait, I didn’t tell you… The “box” unfolds into a letter, which expresses their desire for their clients to be “personally involved” with the image. The reason that I am writing a blog post about this, is that it’s clever, but I think it could have been more clever in the right context. This campaign made no mention of the topic of personalization and variable data… but it should have.

Imagine how effective this campaign would have been if the goal was to explain the idea of personalization (and variable data) and how “it doesn’t have to be this hard”. It probably cost a bundle per piece especially with creating rubber stamps with all the recipients’ names on them, but could get across the notion that if a company is not tailoring their letters, direct mail, or any one -to-one printed collateral – as well as emails – that they really haven’t opened their eyes as to how easy it is to implement this type of communication. Looking at QuantumDigital’s platform, we make basic “address field” personalization available to all customers as part of our normal cost of doing business, but more advanced technology (right now you have to call in to request this) would create a personalized mailing which recognizes a recipients’ lifestyle, ethnic group – or maybe just their name in different places on the piece – has been setup for clients in the past.

So in essence, this is a great piece and concept, but has it’s limits because of the high cost per piece and the limited novelty factor. But if you’re in love with rubber stamps with every mailing, I’m not going to stop you

The “Auto-personalize Your Mailing” Mailing

Posté par Luis Paez le August 19, 2009 – 1:06 pm

dans Direct Mail Marketing

What if ad people created the STOP sign?

Posté par Eric Welch le August 11, 2009 – 10:40 am

dans Marketing Strategy

Just a quick post for today. I ran across this while reading the feeds… and I’m still laughing like crazy! Check it out:

EMBED-Creating A Stop Sign – Watch more free videos

Bigger is Not Necessarily Better

Posté par Eric Welch le February 10, 2009 – 3:36 pm

dans Direct Mail Marketing

Everyone knows that everything’s bigger in Texas. Then there’s big oil, big hair, Big Country and Big Ben. But just because these things are bigger doesn’t automatically mean they’re better. Case in point: oversized postcards. Will Payovich, director of creative services, Euro RSCG Chicago wrote an excellent post about Comcast’s 6″x11″ postcards (at QuantumDigital, we call them “panoramic” postcards):

The cards, at their best, can deliver maximum impact for minimum dollars. Don’t let high concept and high design get in the way of a big, timely, and competitive offer complemented by an even bigger call to action. The latest carpet-bombing from Comcast, however, wanders from the proven formula.

It would be one thing if the postcards were well executed—each design element carefully sized and positioned to complement the “widescreen” aspect ratio of the medium (proper use of white space… think billboard advertising, like the once-hilarious-but-now-passé Chick-fil-A cows; you know, the ones whut can’t speel gud)—but, sadly the Comcast postcard falls short in that area:

Unfortunately, one side of the postcard is littered with small, random stock images of people watching TV. While blurry cooking shows (so much for HD) and gigantic kittens seem to be captivating entertainment for some customers, another Comcast couple is content to sit and watch nothing at all. A rhyming headline and some weak, convoluted copy try to make sense of all the imagery.

If you’re inclined to try out the panoramic postcard format for your next mailing, we can get you set up right away. But remember this: once you grab people’s attention, you’d better have something relevant, timely and compelling to say and/or show. And finally, for pixel’s sake, always use high-resolution images!

(I’m back on ROCKSTAR Juiced today. It’s just so darn tasty!)

Three Little Letters – The Art of Acronyms

Posté par Eric Welch le December 16, 2008 – 12:59 pm

dans Direct Mail Marketing

Hey, want to spark an instant and lively debate? Walk into your next meeting or family gathering and say these three little letters: M-L-M. Chances are you’ll trigger a wave of rolling eyes, a collective groan, shouts of “pyramid scheme” or, if you’re really lucky, you’ll clear the entire room!

Taken at face value, the individual letters have no power or influence. It’s the meaning behind the letters and the context in which they’re used that can make or break business deals, affect relationships or change the course of history.

As marketers, we make frequent use of three-letter acronyms (TLAs). Or, if we’re feeling particularly dangerous, we may slip in a four-letter acronym on occasion. However, while we may know exactly what we mean to say, our target audience may not. We need to be very careful not to overuse these handy devices lest we create confusion for our customers.

Granted, it’s far too easy in these days of email and TXT to fall into the habit of abbreviating nearly everything, expecting your recipients to just “know” what you’re referring to. For example, see if you can decipher this (inspired by an actual message on the back of a QuantumDigital customer’s postcard):

LTO! 4BR 3BA in A+COND! NEW CRP PNT AC! $10K BMV! ALL APP CONV! CALL 555-5555 NOW! SALLY AGENT – ABR GRI CRS CPM

What’s ironic is that, unlike classified ads which charge by the word or line, QuantumDigital allows customers to add as much text as will fit for no extra cost. This message would have been much more clear had the customer simply typed out the words. Abbreviating to the point of ridiculousness only leaves people scratching their heads… and most likely tossing the postcard away.

For some excellent examples of less-than-excellent marketing, check out this list of The Worst Ad Campaigns of 2007. Now that you’ve had a laugh or three, here are some direct mail writing tips from a guy who works down the hall from me named Steve. (Hi Steve!)

So, to conclude, sum up and otherwise end this post… MUJ, CYC and WYL (minimize use of jargon, clarify your context and watch your language) or your marketing efforts may be DOA.

(And for those of you keeping track, my beverage du jour is Rockstar PUNCHED Energy + Citrus)