Direct Marketing Imagination and Innovation
Our creative and account executives are trained to be D-I-R-E-C-T – to follow our own, proven creative process – one that encourages imagination and innovation without losing track of what is most important: results.
D – Differentiate the product, service or cause. Make sure that customers or prospects truly understand what is unique or novel about what our clients are selling and why the product, service or cause is better or more important than the competition.
I – Identify the potential audience. What are their motivations to buy, give or participate? What market segments are most profitable and why?
R – Refine the message so that the target audience will understand and see the benefit. A great creative idea is worthless unless it can cut through the advertising clutter, grab attention and speak to the audience's interests.
E – Evaluate the offer or appeal from the perspective of the recipient. Often ideas start off with promise but can lose focus and effectiveness as they go through the creative process. Even if the recipient understands it, does a campaign actually accomplish what it was originally designed to do?
C – Calculate realistic response estimates based on research and experience. Do expectations justify the true, final cost of the campaign? What are the criteria for measuring success?
T – Test. Only through actual experience can you know for sure how successful a campaign can be. |
