21st September 2018
There’s a Time and Place for Creativity in Direct Response Marketing
Of course, there’s a place for creativity in direct response marketing; it just has to be executed properly.
The whole purpose of direct response is to drive the target market to a specific trackable action, such as opting into an email list or picking up the phone for more information. If your creative comes to the detriment of your campaign’s specific purpose, you’re going to have a problem.
A headline is a great component to be creative with. Advertising icon David Ogilvy observed that, on average, five times as many people read the headline as read the body copy. So be creative, grab the audience’s attention and make them want to read on.
Also, keep your creative consistent across your campaign, from initial communications to follow up. This will develop your brand image and people will become familiar with your brand over time.
Use of technology is another vein of creativity that can be tapped into effectively. For instance, Burger King utilised voice-activated devices in a recent campaign, creating the first ever ad that used a voice-activated assistant to extend a TV spot – completing the call to action for customers through technology.
It became the most talked about campaign in Burger King’s history, generating over 9 billion global impressions and an estimated $135 million in earned media. Not bad for a 15-second ad and a spark of creativity.
So, don’t be afraid to flex those creative muscles in your next direct response campaign. A strong creative idea is the difference between achieving impact and standing out from your competitors, and blending in with the crowd and not getting your message heard. Just be sure that it doesn’t distract from your campaign’s purpose of trackable audience action.