Date post: | 13-Jan-2015 |
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Take the Direct Route
A Love Story
Who is this bloke?
Who is this bloke?
What Freud said
What is creativity?
Competitiveness
It’s why you’re here
Markets are life and death affairs
• Apricot • Atari • Amiga • Amstrad • Lotus • Sinclair • Compaq • Commodore
Dead or dying
Pampers v Huggies
You
Buy their showertime
You are insane
You are wired differently
You are a minority
You are difficult
You solve problems
My problem
Why I love DM
All those rules to be broken
Do it different
Innovate with the envelope
Change where the message goes
Inside the envelope
Re‐think the stamp
Tasty
Letters don’t have to be on paper
Eat the mailing
Smoke the mailing
Grow the mailing
View the mailing
A letter you says a lot about the brand
Get people to do things
Get them to respond
Get them talking
Direct has changed
Toad
What about the 98%?
Direct marketing
Veronika
• All your dreams come true • Veronika • Stunning German brunette • V.I.P. and Fantasy Services
available. • 5’8”, 22yrs • 24hrs.
Verushka
• Fabulous Russian model. • All services • Very discreet • No rush • All major credit cards • Home/Hotel visits • Private Escort Available
Helen, 23
• Genuine picture
Proposition
Promise
A laugh
Charming
• 'Mature gentleman, 62, aged well, noble grey looks, fit and active, sound mind and unfazed by the fickle demands of modern society seeks...damn it, I have to pee again.’
Wham bam thank you ma’am
Veronika
Amanda
Amanda
Cannes Grand Prix 2002
Cannes Grand Prix 2012
Multi‐channel
BMWfilms.com
Direct Agency of the Year 2012
You’re good at it
It’s about relationships
Natalia and Pintuco
Natalia and Pintuco
Natalia and Pintuco
Jose Beltran
It’s not about media
How they keep in touch
Even Direct Mail
Conversations
Listen and Respond
An apology
And a thank you
Wheat Thins
Wheat Thins
Wheat Thins
Marketing is 365
Rule of 9
Reversals
Awareness
Interest
Desire
Action
Inverting AIDA
Awareness
Desire
PASSIVE VIEWERS
Interest
Action
ENTHUSIASTIC SUPPORTERS
FAN PROMOTERS
ADVOCATES
DIGITAL
Authentic content
Share and mash
Ethics
Relationships are good business
Awareness
Desire
PASSIVE VIEWERS – SOME BOUGHT THE ALBUM
Interest
Action
ENTHUSIASTIC SUPPORTERS – DID VOTE
ENCOURAGED FRIENDS TO GO & VOTE
REMIXED NUDE
DIGITAL
So the rise and rise of Facebook
46m Facebook friends
Nice people
Starting a conversation
A whisky called Veronika
A whisky called Amanda
Conversations about success
Values
Create a movement
Richard’s story
Ideas people want to be part of
The original Direct Marketer
Constructing an argument
Why not change the world?
You have the skills
You have new power
You can reach everyone
In new ways
With new channels
Ideas that bring justice
Ideas that cost nothing
Ideas that improve lives
Bring light
Build schools
Bring water
You don’t need an agency
You don’t need to be ‘creative’
We are all Khaled Said
January 25th 2011
Syrine Cherif
Creativity is solving problems
This has been a love story
At last!