Database-Driven Creative with a Power Punch (799 words)
WHAT PART OF CREATIVE DOES DATA IMPACT?
Every aspect of the creative process is affected by database information: copywriting; design; pagination (catalog); and merchandising.
The voice of the copy, the design, even the type fonts are based on database knowledge. In a catalog, the pagination and the merchandising is influenced by database facts.
If you want to know what database-driven creative looks like, take a look at the example from Isuzu shown on page 58. It features special tricks and guides to involve the customer. In addition, database creative speaks with an authority that a customer understands and respects; reaches to the depth of the customer's soul and feeds the fantasy; accurately imitates the prospect's walk, talk and attitude; sells with compassion for the prospect's fears and doubts and anticipates each and every purchase question.
Most importantly, database-inspired creative leaves no questions unanswered.
CAROL WORTHINGTON LEVY is creative director and Robert McKim is CEO at MS Database Marketing, based in California. For more information, visit the MS web site at www.msdbm.com, or call (310) 208-2024; fax: (310) 208-5681.