Marketing in a Minute: Creative Counts

The word creative encompasses a lot, but simply put, it is the visual representation of your brand. Take a minute and tune into this month's Marketing in a Minute video and learn how, when done right, creative can be critical to driving strong marketing performance.

Video Transcript:

The performance of a direct mail campaign will be impacted by so many factors.

You’ve selected your target audience using first party intent data. Now what?

The word creative encompasses a lot, but simply put, it is the visual representation of your brand. People will joke, if you use animals or babies in your creative you can’t go wrong. Well, you can, if that’s not on brand.

Ask yourself these questions:

First: What is the purpose of the ad? This could dictate creative and format.

Informative ads are likely heavy in text, in a format that allows room for that education.

Persuasive ads will typically have less text and appeal to reason, character or emotion.

Reminder ads are at the core of retargeting, providing a gentle nudge to drive the conversion and foster loyalty.

What do you want consumers to think when they think of your brand? What feelings do you want to evoke? Is your brand likeable, relatable, even Human?

And, last, are you using personalization to create meaningful connections with consumers? The best way to drive engagement is to use your creative to speak to consumers on a personal level.

Direct mail allows you to support the purpose, evoke feelings and make that connection, and ultimately drive engagement and conversions.