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Sharon Pink, Head of Door to Door, writes: Within the D2D medium - as in any reponse medium - the creative execution and the product offering are paramount to achieving peak performance. But without appropriate door to door targeting/modelling the question of retention becomes redundant.
The possibilty of the retention of a good door to door creative is only maximised when the 'piece' hits the right doormat. The union of creative and media targeting is fundamental to campaign success. Targeting will drive differing levels of response but the key to success is finding the correct combination of judicious targeting, creative and post-campaign anyalyis.
Direct response is often associated with long or complex creative - engaging and leading the consumer to action. Newer brands seeking to communicate their core vlaues as well as product information, can use the door to door medium with long copy, brand recognition creative that aids the consumer with a prompt to respond. Whereas established brands can keep it simple and still deliver retention and response.
Where there is no brand/product recognition the emphasis is still to deliver the right targeting but here the creative needs to work extra hard to engage and sell the proposition. The combination of format, look, feel and impact of the message is the all important first impression that leads either to the bin or to a positive reaction.
Ultimately, any creative execution must reflect either consumer relevance or perceived value - failure to achieve this will result in an apathetic response, however lovely or original the creative.
If you would like more detail on our D2D service, pease email info@tri-direct.co.uk and we'll send you a brochure.
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