Beyond the blast | EMSA 2011
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Beyond the Email BlastThe Diamond Standard of Email Campaigns
Jason KellyExecutive Director
Brand – X
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
About Us
• Brand-X is a modest ad agency on the North Shore of Sydney, formed in 2007.
• We work across all platforms and in the last 12 months, that has skewed increasingly towards the digital side of advertising and marketing.
• This month we opened an office in Jakarta, Indonesia.
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
It’s a Growth Industry
• In recent figures (4 Oct) released by Zenith Optimedia
• Total global ad spend, forecast at $460.3 billion for 2011, is expected to grow about 11% to about $510.6 billion in 2013
• With Online share of Global Ad Spend to increase to 20% of all ad expenditure
• Source: Zenith Optimedia Press Release, 3 October 2011 www.zenithoptimedia.com
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Who am I talking to?
• Begin with the end in mind• Who am I targeting with this
communication?• How do they consume media
– What is the best time?– What is the best day?– What is the best format?
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
What are their media habits?
• This report was from Ad Age (adage.com) http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/ and is also available on my LinkedIn page – Jason Kelly, Brand-X
• Understand your target• Don’t make assumptions• Look at previous campaigns (if available).• What can you learn from those reports?
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Diamond Standards?
• We have all heard of the 5 C’s of diamonds – cut, clarity, carats, colour and cash.
• Many people think that a good Email Direct Marketing (EDM) is a pretty picture or a clever headline. In fact these are just minor components of a well constructed campaign.
• Bring it all back to four key elements. What I will creatively call, the Four C’s of EDM.
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Diamond Standards
Concise• Talk simply• Remember your time is limited• Be direct• EDM is not the vehicle for story telling
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Concise
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Diamond Standards
Collaborative• Remember the rest of your media mix• EDM is the hook, web is a great net to
convert them or finish the “story”• Use of multiple media adds to the
credibility of your message
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Collaborative
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Diamond Standards
Consistent• Say it once, say it twice, say it always• In advertising we refer to what we call a
“single minded proposition”.• This means - what is the one thing I want
them to take away from my message?• Think about old messages that are etched
into your memory – Coke is it, Nike just do it, Fresh Food People, which bank?
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Diamond Standards
Consistent• Remember your brand• Consistency must extend to your core
brand elements• Build the message around you brand and
your goals• Do not compromise
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Consistent
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Diamond Standards
Call to Action• What do I want them to do?• Ask them to do it!• Avoid clichés and hard sell (my opinion)• Honest, open dialogue – remember sales
techniques, it applies to EDM
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Call to Action
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Diamond Standards
Call to Action• Refer to the message goal• My E6 Communications Model is an
extension of the AIDA concept but incorporates more than the simple sales process.
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
E6 Marketing Communications Model
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
The Diamond Standard
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EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
The Diamond Standard
• These elements are the framework for truly memorable and effective EDM work.
• Like any blueprint, they give you a solid foundation but you need to choose how you put it into action.
• Work with your creative agency to build campaigns that engage, excite and educate