Denny Hatch Takes on a Direct Brand With Direct Marketing
Harry’s is what’s now classified as a direct brand. But is traditional direct marketing more powerful? Politically correct or not, “It ain't over till the fat lady sings” reminds us that the piece we write today may be chuck full of insight and wisdom now, but demands a fresh new look only a few milestones down the road.
Denny Hatch’s name should not be an unfamiliar one here. Former Target Marketing editor, blogger and general gadfly, Hatch retains the mantle of data-driven marketing’s provocateur, par excellence, now sadly deprived of his joy at being able to limit his writings to twice the number of characters of the original Twitter. His new marketing blog is full of good stuff.
For his recent 700-character, “Getting Your Prospects to Say ‘Yes’ ” piece, he has turned his sights on Harry’s, the upstart direct-to-consumer razor company featured in this Maverick space almost a year ago. At that time I asked you, our readers:
Will the powerful copy and offer, the Harry’s against Goliath approach, go viral or sufficiently viral to extend the reach of the promotion well beyond the media that has been paid for? Will it bring the cost of trials and conversions down low enough to be “affordable,” attracting customers whose loyalty generates sufficient lifetime value to amortize the total marketing costs over that lifetime and let Harry’s end up with more than a sustainable profit?
Although headlined, “Make Your Bet on Harry’s or Goliath,” readers were only asked whether they believed that the soft, brand-focused approach would be enough to build a loyal and profitable client base. This direct brand ad and similar treatments break all of the DM101 rules and, because they keep appearing, either they are driving a satisfactory response or, sooner or later, the remains of Harry will be marketing history.
The Denny Hatch traditional direct marketing answer to the “will you bet your money on Harry?” question is a snarling “no.” And he is willing to put his “cheek” (so to speak) where his money is, by offering Harry’s a Denny original, an ad designed to test the “on your face” Free Trial offer against the company’s editorial lede with the same Free Trial offer.
Hatch’s proposed direct marketing ad, seen here, is a classic old school mail-order: “FREE,” “GUARANTEED,” “No Cost,” “No Risk,” “No Obligation.” The call to action couldn’t be improved: “CLICK HERE FOR NO-RISK FREE TRIAL.” And the copy appears to be signed-off by a real person. It’s got everything.
But is “everything” what moves today’s consumer, or is the intriguing narrative about changing a $13 billion industry better attuned to today’s sensibilities? Problem is: Will we ever know the results? At this writing, Harry’s soft-focus direct brand ads are everywhere I seem to go on the web.
If Harry’s would run a valid split test of Hatch’s direct marketing ad against one of its regular ads, we would know which one had the better clickthrough. And if we waited long enough, we would know which would have the better lifetime value. (A parenthetical aside: The trouble with measuring lifetime value is that, theoretically, you have to wait until everyone is dead. That’s likely to be longer than you care to wait.) Hopefully, we’ll be able to get some data in this case and share it with you sometime in the future.
When there is more to come, journalists advise you to “watch this space”!
Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of "Accountable Marketing" (Thomson), "Profiting From the Magic of Marketing Metrics" (Direct Marketing IQ), and "GringoView" blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.