Database-Driven Creative with a Power Punch (799 words)
• Better up-front response.
• Better relationships.
• Better (increased) lifetime value.
The more the two departments communicate, the better the results.
WHAT INFORMATION DO CREATIVES NEED?
• Demographics. This is always interesting to know, although now it's over-rated because it's too basic and too open-ended.
• Psychographics. This is defined as special idiosyncrasies: Loves and hates; Predispositions; Perceptions; Personal information; Life-events.
• Transaction data. Tie in with the demographics and psychographics connecting it all together for us. We know how to speak to customers and then evaluate how to keep them coming back.
Knowledge of transaction data gives creatives excellent ammunition for reaching the targeted audience.
Understanding the psychographics of the average teacher gave us the key to creative that revived the Jostens Learning catalog. The catalog had design style, but lacked authority, and sales were in a slump. Teachers, it turns out, purchase many of their own teaching tools out of their sometimes meager salaries. Jostens Learning software can be valuable to the students as learning tools, but teachers also benefit from the software's special ways of tracking progress. Explaining this technology in sidebars supported the teacher's purchase and reinforced how they and their students could benefit.
How should this database information be given to creatives? A creative brief is the best way to share data with the creative team. This is a structured format outlining key information including the project description, marketing objective, audience description and their perceptions of the product and the competition, the action the client wants the audience to take, and budget considerations.
Creative briefs organize the information in a logical way that takes away the need for creatives to be administrative detectives. While this helps us get off to a fast and targeted approach, marketing management must still supply the intuitive backgrounding and coaching.