What's the point of creativity in Direct Marketing
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The application of behavioural economics and herd theory to direct marketing with examples. Given to the Marketing in Direct Conference in Bucharest Sept 8th 2010
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What's the point of creativity in Direct Marketing
- 1. Direct Marketing - what’s the point of the creative work? John Griffiths Planning Above and Beyond Bucharest Sept 8th The application of behavioural economics to DM
- 4. What is creativity for?
- 5. Creativity is not the primary driver of response
- 6. Direct Marketing is NOT an Ad in an envelope!
- 8. Contribution to response Source: Direct Marketing Association
- 14. This invitation is going to cost me money!
- 16. Les Binet – how advertising works Review of IPA effectiveness winners since 1980
- 17. Which are more effective: emotional or rational campaigns? Effective ads work via emotions, not messages. Source: Les Binet 2009
- 18. Rational messages are LESS powerful Effective ads create ripples of influence throughout society. Source: Les Binet 2009
- 19. The most profitable advertising makes me less price sensitive Effective ads “tilt the demand curve”. Source: Les Binet 2009
- 21. How marketing thinking is changing Neuroscience Emotion Memory Decision making Herd theory Behavioural economics
- 33. 3 way offer Source Don Ariely
- 34. 2 way offer
- 35. 3 way offer Source Don Ariely 16 84 0
- 36. 2 way offer 68 32 Source Don Ariely
- 38. Irish post office RMG Target Dublin
- 47. Brandhouse whiskey – anti hero Jupiter Drawing Room South Africa
- 48. RNLI: role models for youth Proximity London DMA Grand Prix
- 49. Chevrolet makes it all about YOU! Arc Worldwide Kuala Lumpur
- 53. The books of the film..
- 54. The best DM creative resource I know.. And its editor Patrick Collister The Directory
Notes de l'éditeur
- Black envelope Heavier paper, Official crest Actually an invite to spend money – dinner and conference marketing society
- Neuroscience – focus on brain activity not unproven models of how we make decisions Emotions and decision making Herd theory – we copy other people Behavioural economics – we’re not rational