Beyond the blast | EMSA 2011

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

Beyond the Email BlastThe Diamond Standard of Email Campaigns

Jason KellyExecutive Director

Brand – X

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.

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

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?

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

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?

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.

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

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

Concise

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

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

Collaborative

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?

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

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

Consistent

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

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

Call to Action

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.

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

E6 Marketing Communications Model

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

The Diamond Standard

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