Creative Masterclass Presented by Andy Owen Managing Director Andy Owen & Associates Ltd.
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Transcript of Creative Masterclass Presented by Andy Owen Managing Director Andy Owen & Associates Ltd.
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Creative Masterclass
Presented by
Andy OwenManaging Director
Andy Owen & Associates Ltd
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We are now at WAR…
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This year, every single one of you in this room will lose AT
LEAST 20% of your customers…
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Not only that, you will spend, on average, SEVEN TIMES
MORE on getting a new customer than on the one you
already have…
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Be afraid…be VERY afraid…
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Most so called ‘experts’ in
marketing and communication haven’t got a
clue…
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In the marketing and communications arena right now, the lunatics
are running the asylum…
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85% of all advertising and marketing is invisible, because it is so badly
done.
14% of all advertising and marketing is extremely poor — either
unattractive, stupid, patronising, demeaning. ( Ironically, that’s better
than being invisible, because at least it might get your attention. )
The remaining 1% is terrific work
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Why is it so bad..?
Because no one studies
anymore…
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180 seminars on all aspects of
contemporary DM
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How many on creative and copy?
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0
Yes, ZERO…
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25 on CRM…21 on postal related issues…
21 on digital printing…20 on research…
13 by the brainless CIM…
…even 5 on how to win awards!
But a big fat ZERO on creative and copy
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We deserve everything that’s
coming to us…
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Communications that tend to work best these days,are the
ones that reward the recipient…
…by providing benefits, news or information, solving a problem or appealing to the emotions
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What exactly is Direct Marketing?
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“Any act which creates and profitably exploits a consistent
and beneficial dialogue between you and your customer or prospect”
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Direct marketing is a TOTAL
commitment to getting and
retaining valuable customers
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Why is DM so misunderstood?
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,
In my view, 2 main
reasons…
1. DM is still not recognised by the majority, as a specialist medium. One to one marketing is a completely different mindset, to the traditional advertising and marketing approach…
2. No one studies the medium. Caples, Hopkins, and Ogilvy were 3 geniuses in our industry. Yet, most creative directors and marketing chiefs have never read a word they’ve written.
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How do we become better
direct marketers and make our
companies more profitable?
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1. Have more customers
2. Have those customers place
business with you more often
3. Have them spend more when they do
business
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The Direct Marketing Credo
1. The customer you’ve got is 4 – 5 times more likely to buy from you than someone identical who is not a customer.
2. A previous enquirer is about twice as likely to buy.
3. A past customer is usually the next best bet.
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Focus on customers before prospects
Here’s why companies lose customers
1. Moved away or died 4%
2. Other company friendships 5%
3. Competition 9%
4. Product dissatisfaction 14%5. No contact/indifference or the attitude of the sales force 68%
Retail research by McGraw-Hill
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“There is only one
profit centre in business.
It is your customer”
Peter Drucker
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“It is infinitely more profitable to service an existing customer, than it is
to find a new one...”
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“Something you know about your customer is much more important than anything you know about your product”.
Harvey MacKay, Author of
‘How to Swim With The Sharks Without Being Eaten Alive’
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But, you may be surprised to find out
that even in these tough times, most
companies know very little about their
customers...
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“Customers have different names, ages, addresses, dialects, education,
incomes, ethnic backgrounds, experiences, aspirations,
circumstances, family structure, motivations, behaviour patterns, personalities, character traits,
physical features, emotional makeups and personal priorities.
Consumers are individuals as unique as snowflakes”
Jerry Reitman
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In the last 5 years, there has been a massive
power shift, so it is vital that yourecognise this
and ACT…
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We have to make it so easy for our customers to buy from
us…
…because it’s tough out there…and competition is
fierce…
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Easier said than done though….
…so how do we do it..?
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Understand how it works…
Understand what you must do and what you must
not…
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Respect the communication process as much as the person with whom you are trying to
communicate…
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…Because, God knows, as an
industry, we need some help…
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“You can divide advertising and marketing people into two groups. The amateurs and the professionals. The amateurs
are in the majority.
They aren’t students of communication. They guess. The professionals don’t guess, so they don’t waste so much of
their client’s money…”
Drayton Bird
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No one STUDIES anymore…
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We HAVE to wake up and smell the coffee…
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In other words, get much better at delivering your promotional messages to
your customers and prospects…
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It’s tough out there…and competition is
fierce…
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, Our communications do not fall on virgin soil.
They are received by seasoned, sceptical advertising-literate
minds
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“The purpose of a direct response message is to
convince the reader, viewer or listener, to perform a positive
act as the direct result of having absorbed the message”
Herschell Gordon Lewis
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80% Of Your Business Comes From Only 20% Of Your Customers
Where your marketing efforts must start
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Successful business these days is NOT about making a sale.
It’s about making and KEEPING a customer…
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“I realise that the next sale begins the
minute I deliver the new car”.
Joe Girard
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Customers are like hearts…
…they go where they are
appreciated…
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“The rewarded customer buys, multiplies and comes
back…”
Dr Michael Lebeouf
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So, give ‘em what they want…and then say “thank
you…”
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‘Thank you’ for
spending your
time with me
today…
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www.andyowen.co.uk
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