Database-Driven Creative with a Power Punch (799 words)
This is a great time to be in direct marketing. Database information is becoming more plentiful and accurate; and clients are finally seeing the value in really knowing their customers. Together, this gives the creative department more tools than ever to hand-craft creative that is truly response-driven and reaches the customer more intimately than before.
Today, creative teams are being pressed to produce on-target work and prove it with trackable accuracy. In the "bad old days" everyone was in their own corner operating independently and without knowledge of what other groups were doing. The creative team would be given some basic demographics and we'd have to guess what would appeal to the customer. There was no real contact between the creative and database marketing departments. Account management was the go-between, keeping the project on course. At the project's completion, the mailing took place, but frequently the creative work did not align with the database.
Today, the creative and database departments share information to achieve a new workflow. At the beginning of a project, the database department shares customer information including demographics, psychographics, trends and customer idiosyncrasies with the creative team.
This communication ensures that the creatives understand the database segments. As the project continues, the two departments share progress reports on new findings and creative development. The result is a cohesive, marketing-driven, targeted mailing that's prepared to touch the customer's heart and wallet.
The value of this new workflow is that the creative team, with guided-missile accuracy, knows who is the target audience. Unlike the old days with one message for everyone, we can now create passionate and compelling messaging with relevanance to multiple groups.
PAYOFFS OF DATABASE-DRIVEN CREATIVE
The payoffs of the new workflow are handsome. Driven by accurate database information, the creative product speaks to customers in a voice they hear and trust, and truly enrolls them in the product or service. This generates: