Kelas. H205Prepared by

Miranti Daniar

TARGETED

Advertising

Promotion

Public RelationSponsorship

Event

Direct

Digital/Online

Retail/shop

MASS

Apa itu Direct Marketing?Offering products and/ or services from producers or service provider directly to potential customers, using databases, direct mail, demonstrations, phone sales etc – small business directory

Direct marketing is a database-driven process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels – direct marketing association

Key differences : • Interaction• Involve Database • Personalization

Apa itu Direct Mail?

A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience – entrepreneur.com

Basic rules before writing copy

Ask yourself these questions :1. What am I selling? (know your product/service)2. Who am I selling to? (know your prospect)3. What do I want my prospect to do? (know your objective)

Basic rules before writing copy

1. Apa yang dijual? 2. Kepada siapa?3. Apa respon yang diharapkan?

What Makes Good Direct Mail1. Targeting :- Data- Customer insight

2. Offer- Compelling- Relevant

3. Creative- Reflect customer insight- Unique

4. Call to Action- Announce, repeat, tell ‘em again- Clear, identifiable, easy to remember

5. Personalization- Reflect customer insight- Make them feel special

Direct Mail Anatomy

Outer envelope, or carrier

Response/order

Brochure

Letter

But it can also be a simple postcard only

Direct Mail - EnvelopeOuter envelope is the 1st impression to get your reader ATTENTION

The main goal is to make them OPEN the mail

An outer envelope copy can: a. Make a challenge Reveal the mysteries inside if you dare...

b. Sense of urgencySpecial offer for limited time only!

c. Sound an alarmConfidential Vulnerable material inside

d. Flatter your reader.Special VIP Privileges Special invitation for a special person

e. Highlight a special offer or premiumYours to Examine for 14 Days Free Get the extraordinary offer 70% discount

Direct Mail – Response

- It must be as clear and simple as possible. - It must include instructions to show the respondent what

to do (call to action yang jelas)

Response is the end goal of every word you write.

Direct Mail – Type of Response

Response bisa dalam bentuk:a) Lembar form – postage paid response envelopeb) Website – i.e sign up at www.campaignname.comc) Phone – i.e call 0800-1111

Tipe-tipe response:a) melakukan pemesananb) mencari info lebih lanjutc) mengisi surveid) mengisi data dirie) product trial & memberikan feedbackf) Gabung dalam membership g) Melakukan donasih) Melakukan pembeliani) etc

Direct Mail – Response Form

Direct Mail – Letter

Other tips …- Promise your most important benefit in your headline or first paragraph.- Tell the reader specifically what he or she is going to get. - Tell the reader what he or she might lose by not taking action. - Rephrase your prominent benefits in your dosing offer. -Incite action Now (CTA)

Source : Successful Direct Marketing Methods

a) Always write your letter as though you are writing to one person. b) Talk more about "you" than "me. c) Be personal – personalized nickname, signature at the end, handwriting font. Making them feel special

Direct Mail – LetterDear Doe,

How would you like to save 20 percent on your computer purchases?

The Springfield Bank/Starlight Computer credit card saves you money on your computer purchases.

“My small business purchases were made with the Springfield Bank/Starlight Computer credit card and I built up enough credits to save 20 percent on my computer equipment.” – Ken Turman, President, Truman Consulting, Springfield, Texas

This credit card works just like every other credit card with one big exception: it saves you money. Every time you use the Springfield Bank/Starlight Computer credit card, you earn credits toward your next purchase of Starlight Computer equipment.

Call (800) 555-5555 now to receive your Springfield Bank/Starlight Computer credit card. An operator will take your information and process your application within 48 hours. Then you can start earning credits that will save you money!

Sincerely,[ signature ]

Harold Walker Vice President of Marketing

Direct Mail – Letter

The offer lead : for particularly strong offer i.e magazine publiser offering a free 3 month trial

The flattery lead : A Private Message To a Very Special Person.

The narrative lead : copywriter must develop a story that draws prospects in and serves as a platform for the selling statements that occur later.

Direct Mail – Brochure

a place to describe your product ,service or social cause in even more detail : product spec, picture, diagram, story of a social cause etc

Tipsuses headings, subheads, captions, sidebars, and

other devices to allow skimmers (mereka yang membaca

sekilas) to get the gist of the sales story..

Direct Mail

Good thing you arecovered

Direct Mail

Canadian Sea Turtle Networkawareness about the endangered turtleResponse : click on the website

Direct Mail

Direct Mail

Direct Mail

Direct Mail

raise awareness about the threat of shark extinction, centered on “finning” – a practice in which the shark is caught, their fins cut off and the rest of the animal thrown back to the sea.

To show Tesa notes are so strong

Direct Mail

to get people help children in need for education

Make your hair back to black

Direct Mail

Treasure map creative.The treasure is a T-shirt which you can donate

Promote VW navigation systems. The route is a personalized letter that has taken to get to its destination from Volkswagen HQ in Germany.

Direct Mail

[Vimeo-2426328] Komatsu _ Extreme precision.flv

LR3.Wading depth 27.8

Car rental company costaricaholes.comCopy : if you drive through Costa Rica do it with car that's not yours

Direct Mail

Direct Mail

awareness and fund of LifeLine (org that support victims of permanent injuries in

bomb attack at Colombo)

New restaurant : place where you can hang our & meet new people

Standard Bank Home LoanIdea : Home improvement envelope

Direct Mail

Honda CSR green credentialsIdea : a letter that grows

Direct Mail

toy soldier :crete awareness & support UNICEF soldier program - children in Africa

Direct Mail

AIG insurance – protect antiques

The escape DM.ENTEGA help companies to comply with today's government regulations.

TO position DHL as the shipping experts who can deliver overnight.

Direct Mail

200903320_1.flv

Direct Mail

Glow in the dark DMEarth Hour

Rock n roll calendarGrave shape

Collect ashtray and change itfor flower vases

Direct Mail

VW - Gardeners Friends.flv

Promoting the Wüsthof fish fillet knife.Recipe journal book that has a removable jacket designed to look like the scales of a fish. By sliding this outer jacket, the user can see a raw meat emerging from underneath the cover,

Promoting the Wüsthof knife.

DM wrapped in T-shirt

Copy : confidence to remove stains in 1 wash

In Queensland all new home must be termite proof.T2 timber for anti-termiteTargeted to builders.Idea : coffin filled with plastic termites

Happy holiday fromSmart Canada

Idea : small space

Copy : even our holiday cardfits into tight spaces

DM for software sales people from MicrosoftIdea : break down the wall

Personal security service company, DM targeted to wealthy people. Idea : empty bullet casing. Copy : Make sure the other part of this bullet never reaches you

Idea : the creative DNACopy : Here is our blood

Lo jack security system : easy recovery of stolen vehicleCopy : when it looks for it. It finds it.

Promote the Harvest Trade event

Direct Mail

Adolescents in Israel homeless

Anti consumerism :Explain the connection between buying unnecessary product with degradation of environment

Direct Mail

Royal Mail - Chocolate Mail.flv

Direct Mail

Levi_s Pop-Up Closet.flv

Tugas Kelas H. 205

Ciptakan komunikasi menggunakan media direct mail dengan brief berkut :

BRIEF PILIHAN KE- 1 :

CAMPAIGN : Bike to Work!BACKGROUND : Untuk mengurangi polusi di Jakarta, terbentuklah komunitas Bike toWork. Latar belakang mengenai bike to work bisa dicek di http://www.b2w-indonesia.or.id/ and do your own researchTARGET : Pekerja 25-30 tahun.Live in Jakarta.DESIRED RESPONSE : mengajak target untuk bergabung dalam komunitas Bike to Work.

Tugas

BRIEF PILIHAN KE-2 :

CAMPAIGN: Visit Indonesia!BACKGROUND : Indonesia memiliki berbagai hal & sudut menarik untuk dijelajahi. Tapi banyak keluarga Indonesia yang memilih berwisata keluar negeri. Tentang Indonesia : http://www.my-indonesia.info/ and do your own research.TARGET : Parents DESIRED RESPONSE : melakukan booking untuk melakukan wisata dalam negri untuk masa liburan di pertengahan tahun

TugasBentuk tugas :- Ide kreatif direct mail dalam bentuk copy & visual (ide

boleh dituangkan dalam sketch, desain dll). Mulai dari envelope, letter, response type, gimmick etc yang menurut kamu sesuai dengan target & objective

- Rasional dari kreatif

Remember :Be relevantResponse is the end goal of every word you write

Yang pasti sekreatif mungkin

Ada Pertanyaan?

Tugas diupload di blog paling lambat Rabu 17 Maret 2010