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Creative Marketing

Category: Marketing

So, how is it that some direct mail campaigns achieve positive results, while other’s fail? Well, successful direct mail production is an art. Such a project is finessed and executed with multiple mediums. Each campaign is a new art project and requires a skill set and a strong communications ability. Art is creativity, so that’s what we’re going to discuss first.

Let’s look at facts. There are certain applications that have worked for most print mailers on most occasions. For example, customers tend to prefer looking at shiny text, labels or papers. In fact, most customers prefer the look of foil over paper by 16%. You can consider printing hologram or silver labels and test the response rates. Next, choices are made within seconds. Make an impression and get the reader to actually interact with your direct mail piece-quickly. How do I do this, you’re thinking? An appealing offer will give the customer a choice! If a customer believes there is an opportunity, a premium, an offer or deal then you are one step closer to making an impression. To apply the second half of the riddle, you must have an easy and clear response route for them to make this choice. Whether you want them to claim their offer via mail, the internet or phone-make it convenient and easy for them to say yes and to respond to your offer.

Color is important. There is no doubt about that. But staying within the one to two pantone color palette of the corporate identity is a mistake. By extending the primary color palette to about 4 or 6 primary colors, you can begin to match colors in balance and intensity so that they compliment the design. Some of the most attractive creative designs will undoubtedly rely on a fabulous photograph or illustration. Good designers will select imagery based on the copy to visually communicate the concept. Don’t compromise communications by adding muddy imagery in hopes of stirring visual interest. If your goal is to add depth or texture using backgrounds…that’s a whole other story.

Oh, and DO NOT be afraid of white space. Everyone likes to cruise out to the Bahamas and look at crystal clear waters, same goes with a nice clear sky. Less visual noise is your way to generate more visual power. Always plan your designs around guidelines. Guidelines will help you to be frequent, consistent and successful. Clearly defining the colors, font, sizes and imagery types is the cornerstone of branding through your direct mail campaign.

On an end note, inspire yourself! If you come across something visually stimulating, remember it, take a photo, clip it out, bookmark it and file it-whatever. Think about why you stopped and connected with it and consider how it made you feel. Emotional tactics are always effective in one way or another!

Please email me if you would like to schedule a direct mail consultation for your next marketing campaign.

Posted on Nov 18, 2010.

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