Lift the creative performance of your next DM campaign

Posted by Guy Downes on July 2, 2010 under Illustration | Be the First to Comment

One of my (Life Considered) cartoons recently featured in an ADMA Forum Seminar white paper, titled: ‘Lift the creative performance of your next DM campaign with 8 simple steps’.

Written by Rod Smith, Creative Director and Founder at creative marketing consultancy, greenflare, the paper explores how DM creative in 2010 needs to reflect changing trends in the ways consumers process information.You can read the full version here.

My ’Pictures sail through an ocean of words’ really sums up why I exist – my belief that images are extremely effective and can make connections with audiences (e.g. ‘A-ha’ moments) much quicker than words.

Rod’s executive summary of his white paper reveals some eye-opening statistics on how people behave when reading DM material. He also goes on to explain the importance of visual imagery by saying, “We’re living in a visual snapshot culture. Storytelling with engaging imagery has never been more important”.

‘Executive summary: DM creative in 2010 needs to reflect changing trends in the ways consumers process information. The success windows are getting smaller:

• in 2010, barely 18% of your list will read your DM piece. These people will scan headlines, subheads, offers, images and captions.
• Roughly half will then perform the Brain or Bin Split: a pile goes into the bin, with the remaining pile set aside for further reading. All this is happening faster than ever before.
• Our research and learnings across 2009-2010 shows you have about 12 seconds to hook into the Brain pile. If your message doesn’t scan positively, it’s game over…’

ADMA Forum 2010 is a conference and exhibition for any marketer looking to stay ahead of the competition and better their marketing performance. It’s designed for Australia’s multi-channel marketers to gather, learn and network.