I attended the Financial Services Forum annual conference this Monday and found it really inspiring. A lot of what was said, although aimed at financial services clients, can be applied to most businesses.
Dave Trott creative legend who brought us the brilliant Hello Tosh campaign in the 80s talked about making things simple. To him this means talking in the language of the “punter” not the marketer. He is right when he says it’s a mark of a really clever person to take complex ideas and make them simple.
Even those who work in the world of data and analytics can learn a lot from this. This is not dumbing down but helping to formulate effective/workable communication plans based on walking in the audience’s shoes.
The next point to remember is that the marketing communication process is simple. Get noticed (impact) ask for something (communicate) and give reasons why (persuade). In these days where people receive 1,000 to 10,000 messages a day, being noticed is a massive challenge. In media planning circles coverage, frequency and continuity tend to take priority, especially for direct response products, over impact.
So, even the biggest advertiser’s share of voice in the great scheme of things is tiny. Try remembering two advertising messages from yesterday without thinking too long. It isn’t that easy is it? So let’s hear it for Dave the voice of reason in a frantic world.
Ian Prager, Planning Director
Thursday 17 November 2011
Tuesday 8 November 2011
Overhauling the DM Industry
It was announced last week that the Direct Marketing Association (DMA) has agreed, with government body DEFRA, to implement a range of measures aimed at cutting down on the amount of waste produced by direct mail.
The main change will be to the way in which people are able to opt-out of receiving advertising through their letterboxes. The current system offers consumers three options – the Mail Preference Service, the DMA’s door to door initiative and the Royal Mail equivalent – all of which will be consolidated into one website (although consumers will still need to register twice to stop both addressed and unaddressed advertising mail).
Other commitments include:
• DMA members being asked to produce all direct mail from recyclable paper that has originated from a certified sustainable source, or made from recycled paper
• The development of a carbon calculator for paper direct marketing material by the end of 2013 so that businesses can see the carbon footprint of the DM they produce
• 40% of all DM produced will have to conform to the requirements of a new industry environmental standard that will replace the BSI-endorsed waste standard PAS 2020
The commitments are in the wake of a “responsibility” deal agreed with DEFRA, following increased criticism of so-called “junk-mail” by environmental groups and will be intended by the DMA to stave off the threat of statutory regulation, which could have a highly damaging affect on mail volumes.
In our opinion, measures that will improve the perception of advertising mail in the public’s eye are to be welcomed. They should also lead to improvements in the accuracy of targeting - after all, it is in advertisers’ interest to target just those who are potential customers, rather than opting for blanket coverage. By not dropping to uninterested or actively-opposed households, we should be cutting down on wastage, saving on costs and improving ROI. We already work closely with our clients to make sure we are doing this, using up-to-date and relevant data to target just those most likely to respond. Any further improvements in targeting accuracy created by the opt-out website can only be a good thing for our clients and the industry as a whole.
Kyle Seeley
Senior Planner Buyer
The main change will be to the way in which people are able to opt-out of receiving advertising through their letterboxes. The current system offers consumers three options – the Mail Preference Service, the DMA’s door to door initiative and the Royal Mail equivalent – all of which will be consolidated into one website (although consumers will still need to register twice to stop both addressed and unaddressed advertising mail).
Other commitments include:
• DMA members being asked to produce all direct mail from recyclable paper that has originated from a certified sustainable source, or made from recycled paper
• The development of a carbon calculator for paper direct marketing material by the end of 2013 so that businesses can see the carbon footprint of the DM they produce
• 40% of all DM produced will have to conform to the requirements of a new industry environmental standard that will replace the BSI-endorsed waste standard PAS 2020
The commitments are in the wake of a “responsibility” deal agreed with DEFRA, following increased criticism of so-called “junk-mail” by environmental groups and will be intended by the DMA to stave off the threat of statutory regulation, which could have a highly damaging affect on mail volumes.
In our opinion, measures that will improve the perception of advertising mail in the public’s eye are to be welcomed. They should also lead to improvements in the accuracy of targeting - after all, it is in advertisers’ interest to target just those who are potential customers, rather than opting for blanket coverage. By not dropping to uninterested or actively-opposed households, we should be cutting down on wastage, saving on costs and improving ROI. We already work closely with our clients to make sure we are doing this, using up-to-date and relevant data to target just those most likely to respond. Any further improvements in targeting accuracy created by the opt-out website can only be a good thing for our clients and the industry as a whole.
Kyle Seeley
Senior Planner Buyer
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