response
Lose the battle, win the war.
13/07/10 13:39 Filed in: Gareth Lloyd
I’ll confess something. I’ve done some work in my time that has really bombed. Packs that have flopped fantastically, emails that have had virtually no response. It happens. And, more importantly, it should happen. Because if you’re not trying new things, testing new customer propositions and alternative communications channels, you’re not learning.
You really do have to fail sometimes to succeed.
This is why when we present work we always try to show some ‘out there’ ideas along with our more sensible, practical ones. We want to make our clients think even harder about what they are doing, what they could be doing and what they could test doing.
Of course not all these ideas will work, but some will, and often spectacularly so. And it is worth the investment in such successes, because they can fundamentally shift the way a client takes it marketing forward. By means of example, we once helped a client with a terribly apathetic audience succeed in getting 60% of this audience to respond to an email. And not because we were offering any kind of incentive, but because the way we told their story was so much more appropriate.
So if you want a creative agency fighting on your side, please give Daisy a call.
Emarketing and the rebirth of client creative
20/05/10 14:04 Filed in: Gareth Lloyd
As Bill Bernach (founder of DDB and one of the true greats of advertising) once said, “It is one thing to have a selling proposition and quite another to sell it.”
I wonder then what Mr Bernbach would have made of today’s emarketing solutions providers that have given clients the tools to do their own online campaigns? For while the software these companies provide is good, they seem to be missing the point that they are facilitating ‘client creative’. And this simply won’t sell as well as ‘creative creative’.
Effective communication requires far more than adapting an email template to your corporate guidleines, pasting in some copy and uploading the result to a server for digital dissemination. If you need to convey a marketing message in a way that will engage your recipient, you need to have the skills to tell your story well. Key thoughts have to be communicated clearly, key needs identified and answered. Visuals have to be chosen well and used in the right way.
These are the skills clients choose agencies to provide. Which is why you don’t see many clients picking up a digital camera to make their own TV ads. Or a microphone to make their own radio ads. Clients know their product and their markets, but it is creative people who bring the two together. So while Emarketing software is a great new tool for companies, you don’t have to be a Bill Bernach-like genius to understand that client creative will undermine its effectiveness.
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