Actually…through a combination of media. No medium can exist on its own any longer…but certainly, if brands are to win back trust, then mail as part of an integrated comms strategy makes much sense, as I will show, I hope.
I’m here to preach to the converted. And to do a bit of direct marketing … I am the new publisher of Directory and am keen to offer subscriptions
In return for this shameless bit of advertising, I will endeavour to spend the next hour Being almost interesting while showing some great work…
And they are a building society, a mutual, not even a bank….
And they are a building society, a mutual, not even a bank….
Not just corporations, but their leaders have been letting us down. The CEO of Lehman Brothers- has just been revealed as hiding a $50 billion hole. Repo 105 transactions He has been described as the worst US CEO of all time.
I did not have sex with that woman
I did not have sex with that woman
Brands are also in trouble because own label looks better value
The rise and rise of own label
Relationship - spot that word. It’s the word around which the future of direct marketing revolves
Relationship - spot that word. It’s the word around which the future of direct marketing revolves
When you know what the brand is all about, then you can do great work across all media Guinness
When you know what the brand is all about, then you can do great work across all media Guinness
Persil repositioned the brand around ‘Dirt Is Good’ – a brilliant insight. – and Mums responded well. BUT the moment their kids came home messy they went berserk.
The only way Mums will let kids get messy is if they get messy with them. A campaign idea that really should be direct driven…
How do you start sharing your values with your customers????? The psychology of apology is interesting.
They wrote a letter Issued advertising to spell out the 7 Day plan and the 30 day plan….
Again, please note that this is one-to-one communication
one-to-one communication to the 20% of regular passengers who are responsible for 80% of their income
This is the FT looking at companies and asking how they choose their suppliers. Well, consumers are pretty much the same as finance directors
Niot because they WANT to, but because they HAVE to
Gore-Tex
Manchester United currently has £703m of debt. The Glazers can take out £63m next year. They can sell the training facilities and lease them back…they are regarded as evil
As I said, people want their brands to have recognisable values. And it is no surprise The Red Knights want to create a structure similar to that of Barcelona
Brands are acquiring a conscience.
Brands are acquiring a conscience.
Musica is a retailer selling DVDs. They asked people to rate the Greatest Song Ever. Every visit to the website, they would donate money towards hearing aids for deaf children.
I want to go back to relationships a moment. And trust. It’s like my marriage.Back in the 1980s I met a gorgeous Danish blonde and I spent a bloody fortune getting her into bed. If I thought she was going to get any cheaper once I married her, I was hideously horribly wrong. Retention is expensive But worth it…even though I don’t get any sex any more. The point is, I am able to nurture the relationship because we are Able to share certain values. We value our children highly…so
But then, losing customers is expensive too. MTN sent you a solar powered phone recharger if you had a phone contract with them for 10 years….
Ideas about how to look busy but actually have a relaxed Christmas…
Surprise and delight
If you donated money to the Ant-Nazi League they sent you an egg-cup. And that turned you into a recruiter
If you had put your dog into the Tribis kennels in the year, at Christmas you were sent a box of chocs…
Except they were biscuits for your dog
2. Real people ---- that’s what makes direct work best In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
He blogged for a year about losing weight…and finished on 24th December 2008
In 2006 the BBC reported “the man who made Microsoft more human is leaving for a technology Start-up….
As a consumer, I will engage with brands that have a distinct personality
It means REAL PEOPLE
This is wry…because that’s the way parenthood is.
This is witty. It knows that life is boring…that spectacles are boring…that going to the optician is boring…so It tries to be just a little bit HUMAN about it
You’re charmed, entertained
And you know what’s happening to me.
Everyone understands creativity. They also understand when you don’t give a shit…
Mil is the original interactive medium, the original experiential medium… Here I experience a sense of violation which the advertiser wants me to experience…
The interesting thing about this pioece is it was mailed out to 3,000 marketers and 8,000 said they had received it.
Lt’s recap. For you to make your DM work, you need it to be branded. And that means I want to know and share your values. It needs to be grounded in reality. And it needs to have personality. So why is so little DM any of the above????
Unambitious. Lazy. And amazingly 20th Century. Wise up guys, it’s 2009. And there are new rules of communication.
As I have said - that idea may emerge from a sense of the brand’s values - Dove. Or from its
Burger King had a huge positioning idea - that they are an entertainment brand
20th consecutive quarter of growth, $634m for the quarter, up 3% on 2008
Cadbury had a huge strategic idea – let’s get people to look elsewhere
But you can bet that when the gorilla idea was bought by the board, no-one was asking for the projected ROI. They NEEDED an idea to survive. When you don’t need an idea because everything seems to be going okay, That[‘s when you treat your consumers like morons…
This DVD was mailed out to 15 clients. It led to 13 pitches
To answer my own questions – it’s about being nice; thoughtful; spending a bit of money; and taking nothing for granted. But get it right and the rewards of being a trusted brand will last you and protect you for many many years
Today has been a slightly different perspective. I hope you have enjoyed it
