Beyond the Banner: Teaching Powerful Creative Techniques in Digital Direct Marketing

1. Beyond the Banner: Teaching Powerful Creative Techniques in Digital Direct Marketing Peter Johnson Pace University, New York Saturday October 17, 2009 Beyond the Banner: Teaching Creative in Digital DR

2. Teaching Digital Creative Special Session Agenda • Understanding and defining the digital creative process • Similarities with traditional direct • Differences from traditional direct • Ecommerece: where creativity and technology meet • Bring real-world B2B direct creative into the classroom Beyond the Banner: Teaching Creative in Digital DR

3. Students think:You’re Either Creative – or You’re Not • “Creativity” comes from Latin creatus which literally means "to have grown” • Creativity is a process • Creative is a powerful way to accomplish business objectives

4. Creativity is a PROCESS • Saturation • Incubation • Illumination • Validation Poincaré (1908 ) Wallas (1926) Edwards (1986)

5. Students need to understand the math • Representative Response Rates For 2009: • Direct Mail 1.65% to 3.65% • Catalog 1.85% to 3.95% • Newspaper & Magazine 0.50% to 1.00% • Telephone (outbound) 2.92% to 4.4% • E-mail .100% to 1% Beyond the Banner: Teaching Creative in Digital DR

6. Direct Marketing success is a combination of factors • 40% of DM success is determined by lists & media • 25% is affected by the offer • Design affects 20% • Most marketers spend a disproportionate amount of time on creative and formats. • 15% is based on timing, ease of response, etc. • Source: DIRECT Magazine, Grant Johnson, January 2006 Beyond the Banner: Teaching Creative in Digital DR

7. Creativity in Digital Direct • Targeting • Integration • Innovation HP “Pong” Banner 1996

8. Targeting by time & space Synchronized Banners. 1. In the top banner the cap comes off and the bottle begins to pour. 2. As the bottle pours, the side banner fills with Bud.

9. Campaigns designed to work only online

10. Understand different cultures AND intersections between creative and technology people Ecommerce Marketing Creative Technology Create opportunities for intersection

11. Teaching creativity requires technology ECommerce is about creating “Branding Applications” • Branding Apps are functional software tools that serve user requirements/behaviors • Focus is on “Users”, not buyers Application Useful Results User needs Data

12. Advertising applications drive search… http://blog.compete.com/topics/advertising-effectiveness/

13. Advertising Designed to be run ONLY online Create Branding Applications

14. Technology may not just be on the computer • Gesture-recognizing touchscreen billboard games installed on New York, Boston and Chicago storefronts

15. Understand different cultures AND intersections between creative and technology people Ecommerce Marketing Creative Technology Create opportunities for intersection

16. Contact Information Peter Johnson Pace University New York City 212-427-7600 ex. 2 pjohnson2@pace.edu