DMCNY Hot Creative

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Hot Creative!

The basics for winning creative in today’s

multi-channel world

Peter Milburn, President, RE:DIRECT

April 14, 2009

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WHAT IS HOT

CREATIVE?

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Not Bad – But No Response Element

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Okay this Works

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This Creative is Getting Ugly

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Official Junk Status

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Hot Creative is the

Perfect Blend of

Branding and Tactics

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Typical Branding Considerations

Use Brand Colors

Use Brand Fonts (or very similar ones)

If creative is online, match up to website

Use Brand Visual Idioms (accent characters, flourishes)

Mimic Brand Imagery (photos, illustration styles)

Do your homework – ask clients for brand samples

Ask for brand guidelines

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Typical Direct Response Promotion Tactics

Urgency

Free Item, Free Trial, Free Shipping

Coupons

Save Big, Save Now, Save Over Others

Blind, Bill-like OE

Premium, Freemium, Lift Note, Chit

Teach and Tease

Action-Benefit Model

Sweepstakes

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All You Launch Inserts

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Rolling Stone Insert Cards

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Blueprint Email

Editorial PageAcquisition Email

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Tie Email to Website Brand

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Smithsonian Acquisition Email and Test Effort

Control

Test

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Smithsonian Magazine

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BusinessWeek Acquisition Email – 1st Round

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BusinessWeek Acquisition Email – Final

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BusinessWeek Wrap – 1st Round

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BusinessWeek Wrap – Final

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The TIME Brand Was Getting Stale

Research showed TIME needed to move from the “Dusty

Old Librarian” to the “Explorer”

“This is the way it is because

I am really smart and I’ve

been around a long time.”

“Wow! This is really cool!

Look at what I found. What

do you think of it?”

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TIME Renewal Series – Classic Tactic Driven

2 ALT WITH

PREMIUM

1

2

3

CHITS

2 ALT WITH

PREMIUM

4

5

5 ALT

STUDENT

6

7

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TIME “Discover Seeker” Branded Renewal Chit

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TIME “Discover Seeker” Branded Renewals

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TIME “Discover Seeker” Branded Renewals

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TIME “Discover Seeker” Branded Renewals

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Economist Renewal

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Economist Renewal

On back of OE

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Economist Renewal

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Economist Renewal

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So Does Well Branded Creative Work In Direct – Yes It Does!

OLD v NEW

Resp. % New Old Old v

Series Series** New

Effort 1 22.77% 13.33% -9.44%

Effort 2 15.16% 6.95% -8.21%

Effort 3 19.70% 6.13% -13.57%

Effort 4 18.71% 4.54% -14.17%

Effort 5 7.66% 1.88% -5.78%

Effort 6 1.75% 1.01% -0.74%

Effort 7 0.00% 1.53% 1.53%

TOTAL 16.17% 6.37% -9.80%

Ren. Rate To Date 40.75% 30.44% -10.30%

Over 10% Lift in

Renewals Across

the Series

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Thank You!