Direct Marketing + Great Design
An effective direct marketing strategy is too often let down by poor creativity, and there’s only one way to counter this. A lot of companies…
An effective direct marketing strategy is too often let down by poor creativity, and there’s only one way to counter this. A lot of companies tend to allocate too little budget on design, deeming it as something with boundaries and something less effective than marketing. Unfortunately, direct marketing is usually driven by creativity, not just in the strategy, but also in the designs that are produced.
Don’t be scared about investing money in quality products
If you were going to buy a new pair of shoes, a pair that you need to buy to make a positive impression, would you buy them from a budget store, or would you head to somewhere like John Lewis or House of Fraser? Spending too little on design is the equivalent of buying shoes from a budget store – you’re not going to impress anyone.
By spending the extra money, not only do you make a good impression, you make an impression that lasts and one that people will remember. The kind of impression where people actually ask where the designs were created, perhaps even keeping hold of the flyer for reference – what’s better than knowing you’ve made such an impression, it’ll remain in peoples’ minds for a long time?
Standing out from the crowd – out with the old, in with the new
A big mistake a lot of companies make is to stick with an old-hat digital agency. There are times when it’s best to break away from a business relationship – especially when your own reputation is at stake. There are a few ways to tell if you’re working with an old-hat design agency:
- Their designs all look the same.
- Their approach to design isn’t very research-driven.
- They very rarely sketch out designs beforehand or give you examples of great work they’ve done.
- You have never been provided with a product that you are at least 95% happy with.
What you need to do is stand out from the crowd. To do this, you’re going to need to find a great designer. Rather than relying on people you know, you should do a bit of research, and find someone with the following:
- An impressive portfolio. Not just clients with big names, but real creativity and a flare for design.
- Experience in print design – don’t make the mistake of hiring a website designer, designing for print and the web are two completely different things.
- A passion for what they do. Not only should you see this in their design, but in the way they speak to you through email, phone and in person.
- A desire to research your target audience.
If you find someone with all of the above (and more) you’re going to be laughing. Chances are you’ll end up with a great-looking marketing campaign that should earn you a lot of money.
If you’re looking for a cheap direct marketing campaign, you’re less likely to succeed than if you spend a little extra on creativity – both in design and in strategy.
Letterpress Image Source: Beast Pieces
Written by Jason John Mills