Branding

Direct response marketing testing methodologies can be applied to 
online marketing, web conversion pages, A/B split e-mail testing...

Direct response marketing was first used in the real estate and securities market
Direct response marketing was not even defined yet as a marketing discipline, but we were using postcards, an executive size envelope package and great mailing lists to invite wealthy investors to our special real estate investment seminars for the opportunity to earn big returns. We offered financial information and specialized services that would use pooled money to purchase exclusive properties. The company focused on shopping centers, apartment complexes and office buildings.

Annual membership mailing to existing and new members for the city zoo and aquarium.

Time-share resorts, plus Tour and Travel companies followed the direct marketing trend
Working for a direct response agency I was assigned a few accounts to work on that would benefit from my experience in the real estate market. They used the same direct mail method to invite people to a special seminar where they would be introduced to the opportunity of a life-time. One that would also provide family fun for those interested in camping.

DIRECT: The target audience was different, the messaging was aimed at middle America and the premiums offered included a choice of sleeping bag, a black and white TV and a lantern made by a well known outdoor brand.

Once you have established a control piece you will need to test other formats.

FAILURE DUE TO ELEMENTS BEYOND OUR CONTROL!

Not using company brands standards resulted in the success and sales the client expected!

Sometimes you need to look beyond the obvious to solve the problem

This energy services company hired the direct marketing agency I worked with to generate leads for selling insulated windows, gas furnaces and new energy saving water heaters using direct mail. We did two mailings with solid offers, great copy and product images that were provided for use in the mailing.

DIRECT: The first two mailings, approximately three weeks apart, bombed BIG! Nobody understood why, but since the list was deemed to be their “premium” active energy customers the reason for failure was pointing at messaging, tonality and the direct mail package design. We received a final shot at making a positive difference and after at looking at all the data I asked the client for permission to deviate from the standard corporate color palette, plus the conservative standard size 6”x9” envelope package with multiple inserts.

The client agreed and the end result was unbelievable. We surpassed all prior mailings in terms of incoming calls from customers, leads contacted and products (+services) sold. Some customers ended up adding gas related products and services.

WHAT HAPPENED?
When considering data you also need to be keenly aware of the other variables that can definitely influence the results of a campaign. In this case it was the local weather. Weeks and weeks of gloomy dark gray skies and rain did not do much for corporate color schemes that did not stand out in the mailbox. It definitely did not pass the seven second test for success. The third direct mailer on the other hand was very different and worked well. The feedback received from the client is that their reps frequently saw the mailer displayed on the refrigerator door. When customers were asked why that was, they responded by telling the reps that it made them feel happy on a gray days.

"One of the best Direct Response Marketing designers and creative program development experts around!"
Professional recommendation

John is simply one of the best Direct Response Marketing designers/creative program development experts around. His strategic view and 6th sense for matching creative to target audience characteristics within the context of marketing objectives is killer. One experienced and extremely capable DM maven." L.A. - President, Seattle, WA

BANK MAIL SAMPLE

This package won an Echo award for results

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Won an ECHO for the Bank of Hawaii Home Equity Credit Line package.

ECHO is the longest established international award that honors excellence in direct marketing
The DMA International ECHO Awards Competition honors the world's best marketing campaigns - campaigns that have raised the bar in terms of strategy, creativity and results. ECHO is unique among international competitions because no other awards competition looks at the marketing discipline in such totality.