CAMPAIGNDIRECT: ISSUE TRICKS OF THE TRADE - Direct practitioners emphasise vision over detail/Insiders say knowing the jargon is less important than getting the big idea, Eleanor Trickett reveals

Despite direct marketing’s ascent in the minds (and budgets) of the wider marketing community, there is still a shroud of mystique surrounding the skill and knowledge base which is thought to be required to succeed in the discipline.

Despite direct marketing’s ascent in the minds (and budgets) of the

wider marketing community, there is still a shroud of mystique

surrounding the skill and knowledge base which is thought to be required

to succeed in the discipline.



While advertising people have increasingly been gravitating towards the

below-the-line agencies, tempted by the promise of wider creative and

strategic opportunities, many others have been put off by the

comparatively formulaic image, having to deal with statistics, jargon,

peculiar print formats and databases.



Exacerbating this, perhaps, are the DM stalwarts who jealously guard

their area, levelling criticism against the young upstarts who have

escaped from above the line advertising to surf the DM wave.



Richard Bagnall-Smith, the managing director of Wunderman Cato Johnson,

is new to direct marketing, but found the move from above the line less

daunting than he was led to expect. He says: ’The principles of direct

marketing are quite simple, but they are hidden behind a private

language.’



So what is it that direct marketing practitioners need to know? Is it

about knowing what a Johnson box or a bangtail is?



Nigel Jones, a founding partner of Jones Mason Barton Antenen and the

former planning director of BMP DDB, says these are just tricks that you

will eventually get the hang of. ’The whole thing is based on the idea.

The two disciplines might have their differences, but it is still about

getting consumers to respond. Providing I understood that, entering

direct marketing wasn’t difficult. The other elements are important, but

they are just details that can be learnt.’



Chris Barraclough, the chairman of Barraclough Hall Woolston Gray, adds:

’People need to understand what makes people buy. They don’t need to

know the tricks and techniques.’



What does help in these days of DM’s expanding remit is knowing who to

talk to in order to present an interactive TV idea to a client, which

media agencies can come up with a quick solution for a direct response

problem and, perhaps, knowing where some of the best creative thinking

came from.



Some industry people were brave enough to have their general marketing

knowledge tested by Campaign (see above). Some of the questions have

definitive answers; some don’t. Corrections to trickett@haynet.com.



QUESTIONS



CHRIS BARRACLOUGH - Chairman, Barraclough Hall Woolston Gray



How do you construct an AB split test for a DR press ad?



Run two different executions/offers in two halves of the print run



What’s the main legal difference between a (i) prize draw and (ii) a

competition?



(i) can’t be linked to purchase (ii) can, as it contains an element of

skill and judgment



What nationwide food retailer launched the UK’s first loyalty programme?

What was it called?



Tesco, Clubcard



Who is the worldwide chief executive of DAS?



Don’t know



A direct response press ad for which book gained one million mail orders

in three years?



Don’t know - but I know that my John Watson Memorial Plate offer in

Campaign got three ...



Who is the sales director of Open?



It’s recently changed ... I don’t know



Who said: ’The consumer is not a moron; she’s your wife’?



David Ogilvy



What’s cross-ruff couponing?



Er ... is it something to do with coupons?



Who conducted the first formal nationwide opinion poll in the world?



Gallup



Define regression analysis



I refuse to struggle with this, a mere two hours after returning from

Chelsea v Milan



Name three media agencies/offshoots which specialise in direct



Prager & Partners, TMD Direct, CIA Direct



IAN TAYLOR - Managing partner, Lowe Direct



How do you construct an AB split test for a DR press ad?



Find publication which does it; establish coding system for two

different ads; establish response against ad split



What’s the main legal difference between a (i) prize draw and (ii) a

competition?



(i) has no element of skill attached and no purchase necessary (ii)has a

skill element



What nationwide food retailer launched the UK’s first loyalty programme?

What was it called?



Tesco, Clubcard



Who is the worldwide chief executive of DAS?



Michael Greenless? I’m not sure



A direct response press ad for which book gained one million mail orders

in three years?



How to Make Friends and Influence People



Who is the sales director of Open?



I don’t know, but I know Mark Booth, so I’d give him a ring



Who said: ’The consumer is not a moron; she’s your wife’?



David Ogilvy



What’s cross-ruff couponing?



No idea



Who conducted the first formal nationwide opinion poll in the world?



MORI



Define regression analysis



Taking historical data and work back from it, to get the most likely

future outcome



Name three media agencies/offshoots which specialise in direct



MediaVest Direct, Mediacom Direct, All Response Media



LESLEY MAIR - Managing director, WWAV Rapp Collins



How do you construct an AB split test for a DR press ad?



Alternate between two versions of an ad in a 50/50 split of the

publication



What’s the main legal difference between a (i) prize draw and (ii) a

competition?



(i) is a game of chance (ii) is a game of skill



What nationwide food retailer launched the UK’s first loyalty programme?

What was it called?



Tesco, Clubcard



Who is the worldwide chief executive of DAS?



Michael Birkin



A direct response press ad for which book gained one million mail orders

in three years?



World Atlas of Wine



Who is the sales director of Open?



Oh gawd, I don’t know



Who said: ’The consumer is not a moron; she’s your wife’?



Stan Rapp or David Ogilvy



What’s cross-ruff couponing?



Don’t know



Who conducted the first formal nationwide opinion poll in the world?



MORI



Define regression analysis



Urrr ... a clever thing that my stats people do



Name three media agencies/offshoots which specialise in direct



WWAV Media, CIA Direct, Universal McCann



TERRY HUNT - Chairman, Evans Hunt Scott



How do you construct an AB split test for a DR press ad?



Take the same space in the same publication on the same day, and

regionally run different creative or offer, see which wins



What’s the main legal difference between a (i) prize draw and (ii) a

competition?



(i) Not allowed to link to purchase (ii) includes skill, so you’re

allowed to make purchase a condition of entry



What nationwide food retailer launched the UK’s first loyalty programme?

What was it called?



The Co-op, the Divi, and I can still remember my mum’s divi number



Who is the worldwide chief executive of DAS?



No idea



A direct response press ad for which book gained one million mail orders

in three years?



How to Win Friends and Influence People, by, um, an incredibly rich

man



Who is the sales director of Open?



It’s a Nick ... I know his name’s Nick ...



Who said: ’The consumer is not a moron; she’s your wife’?



David Ogilvy



What’s cross-ruff couponing?



Not sure, I think it’s when you’ve got something like two offers on one

coupon



Who conducted the first formal nationwide opinion poll in the world?



Gallup



Define regression analysis



Taking a variety of data and work out key determinates to make one

assumption, but I think I’ve just bullshitted this



Name three media agencies/offshoots which specialise in direct



All Response Media, Prager & Partners, WWAV Media



ANSWERS



1 Same space, same media, same day, different copy/offer in a 50/50

split of the print run



2 (i) No skill required, and you can’t link entry to purchase (ii) skill

required, purchase may be an entry requirement



3 The Co-op, Dividends



4 Michael Birkin



5 How to Win Friends and Influence People by Vic Schwab



6 Nick Bryant



7 David Ogilvy



8 A sales promotion campaign in which Brand A carries a coupon against

Brand B



9 George Gallup



10 A statistical tool which uses data from historical results to predict

future outcomes



11 Various, including All Response Media, Prager & Partners, WWAV Media,

Mediacom Direct, Carat Direct, MediaVest Direct, Zed, CIA Direct.



Topics

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content