Direct Selling : Killer Kickoffs

How to structure creative planning meetings to strengthen your marketing efforts

Format

• What is the format, and why was it chosen? This is especially important to explore when using a solo package including multiple components. Explore each component, discussing the hierarchy of each piece.
• Can the format be improved? Your production manager may be able to explain important options and opportunities as ideas are generated.

Creative

• What visuals will help grab attention and quickly explain your offer?
• Where are the hot spots in your format, and how will you use them to your advantage?
• How will you exploit an offer and make sure it is seen?
• How many times will the offer be repeated and where?
• How will the recipient process the piece—what will he look at first? If it's a mailing, how will the envelope entice him to open it? If it's a postcard or e-mail, how will you identify or introduce yourself at a glance and answer for the consumer, "What's in it for me?"
• What copy will intrigue the reader the most?
• How much copy will be required and at what ratio to images?
• How can you show value in every product? Is it necessary to include additional insets or callouts to showcase benefits?
• Review the creative and production schedules: Who will work on the piece first; who will work on it second?
• What is the proofing and editing process?
• Together, create a list of must-haves: phone number, URL, fax and registered trademarks.
• Are multiple versions necessary to accommodate different customer segments?

Attitude
Finally—and of equal importance to everything listed above—an attitude of collegiality is absolutely essential. It's unlikely that all participants will agree on all points, so mutual respect and consideration will go a long way to making any disagreements solvable. If and when this division occurs, look to the original offer, brand and strategy, and in most cases, the answer will become apparent.

There is no guarantee that your project will run smoothly from beginning to end, but with the right beginning—a forum that allows all involved to leave with an understanding of the offer, audience, brand position, format and creative strategy —you can head off time-consuming misunderstandings and frustrations. Take the time to talk through all of these points before the design process begins, and your program will generate better results.

Lois Boyle-Brayfield is president and chief creative officer of the Mission, Kan., direct marketing agency J. Schmid & Associates. You can reach her by e-mail at loisb@jschmid.com.

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