AWARD WINNING DIRECT MAIL. How to create successful campaigns

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1 AWARD WINNING DIRECT MAIL How to create successful campaigns

2 2 PROTECTED B or CONFIDENTIAL How campaigns drive success Response Orientated Strategy Creative Results

3 3 PROTECTED B or CONFIDENTIAL How campaigns drive success Strategy Creative Results

4 4 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Information required on how the strategy was developed Response Mechanism

5 5 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Current or New customers Demographics Psychographics Life stage Response Mechanism

6 Award winning campaign: Targeting 6 PROTECTED B or CONFIDENTIAL

7 Award winning targeting 7 PROTECTED B or CONFIDENTIAL

8 8 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging The format of the campaign and how it is delivered Flat or dimensional Addressed or Unaddressed Own list or purchased/rented list The materials used Response Mechanism

9 Award winning format & delivery 9 PROTECTED B or CONFIDENTIAL

10 10 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Sending the campaign when the offer is most likely to be responded to Seasonal Event Response Mechanism

11 Award winning timing 11 PROTECTED B or CONFIDENTIAL

12 Award winning timing 12 PROTECTED B or CONFIDENTIAL

13 Award winning timing 13 PROTECTED B or CONFIDENTIAL

14 14 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Creating an offer and using messaging that is most likely to generate a response from the target audience Response Mechanism

15 Award winning messaging 15 PROTECTED B or CONFIDENTIAL

16 Award winning messaging 16 PROTECTED B or CONFIDENTIAL

17 Award winning messaging 17 PROTECTED B or CONFIDENTIAL

18 18 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Explain how recipients of the campaign can respond to the offer Offer & Messaging Response Mechanism

19 Award winning response mechanism 19 PROTECTED B or CONFIDENTIAL

20 Award winning response 20 PROTECTED B or CONFIDENTIAL

21 Award winning response PROTECTED B or CONFIDENTIAL

22 22 PROTECTED B or CONFIDENTIAL How campaigns drive success Strategy Creative Results

23 23 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion The strength of the creative and originality Brand

24 24 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion Having a bearing on or connection with the matter at hand Brand

25 Award winning relevance 25 PROTECTED B or CONFIDENTIAL

26 Award winning creative 26 PROTECTED B or CONFIDENTIAL

27 Award winning creative 27 PROTECTED B or CONFIDENTIAL

28 28 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity A quality of enriched significance Emotion Brand

29 Award winning resonance 29 PROTECTED B or CONFIDENTIAL

30 Award winning resonance 30 PROTECTED B or CONFIDENTIAL

31 Award winning resonance 31 PROTECTED B or CONFIDENTIAL

32 32 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Clearness of thought Emotion Brand

33 Award winning clarity 33 PROTECTED B or CONFIDENTIAL

34 Award winning clarity 34 PROTECTED B or CONFIDENTIAL

35 35 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion In response to an emotion, humans are compelled to do something Dr Peter Murray Brand

36 Award winning emotion 36 PROTECTED B or CONFIDENTIAL

37 Award winning emotion 37 PROTECTED B or CONFIDENTIAL

38 Award winning emotion 38 PROTECTED B or CONFIDENTIAL

39 Award winning emotion 39 PROTECTED B or CONFIDENTIAL

40 40 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion the story that communicates who it is, what it means to the consumer, and why the consumer should care. Dr Peter Murray Brand

41 Award winning brand 41 PROTECTED B or CONFIDENTIAL

42 Award winning brand 42 PROTECTED B or CONFIDENTIAL

43 Award winning brand 43 PROTECTED B or CONFIDENTIAL

44 44 PROTECTED B or CONFIDENTIAL How campaigns drive success Strategy Creative Results

45 45 PROTECTED B or CONFIDENTIAL Results Target response Relationships built Return on Investment has some directly attributable effect on behaviour Cannes Lions entry requirement

46 Award winning target response 46 PROTECTED B or CONFIDENTIAL

47 Award winning target response 47 PROTECTED B or CONFIDENTIAL

48 Award winning target response 48 PROTECTED B or CONFIDENTIAL

49 49 PROTECTED B or CONFIDENTIAL Results Target response Relationships built Return on Investment What relationships were built as a result of the campaign?

50 Award winning relationships built 50 PROTECTED B or CONFIDENTIAL

51 Award winning relationships built 51 PROTECTED B or CONFIDENTIAL

52 52 PROTECTED B or CONFIDENTIAL Results Target response Relationships built Return on Investment Was it worth it?

53 Award winning return on investment 53 PROTECTED B or CONFIDENTIAL

54 Award winning return on investment 54 PROTECTED B or CONFIDENTIAL

55 Award winning return on investment 55 PROTECTED B or CONFIDENTIAL

56 Award winning return on investment 56 PROTECTED B or CONFIDENTIAL

57 57 PROTECTED B or CONFIDENTIAL Support across Canada Western Canada; Yukon, British Columbia, Alberta, Saskatchewan, Manitoba) Raewyn Sleeman Ottawa, Quebec & Eastern Canada; Newfoundland, Nova Scotia, New Bruswick, Prince Edward Island Daniele Gregoire Central Canada: Toronto Emmanouel Mouratidis Central Canada: Toronto Brett Abernethy Andreas Schwartz Sr Manager, Direct Marketing

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