How to Get Marketing and Creative to Collide (1,243 words)
By Steve Trollinger
Are You on a Crash Course?
We like to talk about vacuums—that the overall catalog effort will be improved if creative and marketing come out of their respective vacuums and work together. And when executed right, a collision between marketing and creative can produce explosive results.
Putting marketing and creative on a collision course isn't the easiest thing to do, though. It requires a cultural mind-set of cooperation and teamwork. Plus, data may be hard to come by, schedules may be too tight to shift, or your catalog business may be more political than a California recall election. Whatever the challenges, overcoming them to get to the point of global data analysis and application really can make a difference.
Case in point: A sporting goods cataloger recently told me that it brought marketing and creative together for the first time on a project. Consequently, it doubled the original forecasts for response and beat average order value projections.
To get marketing and creative to collide, look at what data is involved and ways you can use it.
This integrated process requires some work, mostly in data gathering and analysis. For the creatives, it's the application of the findings that usually is most fun. But it's the intelligence gained from a critical look at the numbers that fuels the process. At a minimum, you should be looking at marketing data, merchandise data and a marked-up book.
The key marketing data—including a house list inventory, known response rates by segment and average order value information—will tell you what problems or opportunities the creative efforts need to address or exploit. A good house-list inventory or house-file summary will show you how your buyers and house prospects shake out. Do you have a large number of one-time buyers? What about lapsed buyers? And non-buyers? The creative effort can and should be modified to address each of these segment's unique issues.