Can the reinvention of direct start on a cocktail napkin?

Monday Oct 26, 2009

redirect_napkin_pile1

At the re:direct launch at DMA09,
we invited client, agency + industry guests
to write suggestions  on a napkin.

We got a big stack of ideas, and we quickly  loosely organized them into buckets.
Below are the unvarnished suggestions, transcribed from napkins.

RE: IDEAS

  1. Enable more efficient networking. Leverage eHarmony.com model to match people at large events based on their interests across a wide variety of topics. Deliver a richer experience to event attendees.
  2. Death to the idea of campaigns
  3. To reinvent direct make it truly exclusive… build a separate brand solely related to DM offers. “A cooler IBM”
  4. How do we uncover passions in addition to demographics? Mine social networks and cross-reference to mailing lists?
  5. Do you even know MY name? Do you speak MY language?
  6. Focus on listening to the customer and make him/her the agenda for an exclusive VIP/Loyalty event.
  7. Write/author white papers on why DM is the future of marketing. Use them for PR.
  8. Create a series of YouTube videos — an agency contest; those with the most downloads wins.
  9. Develop case studies for universities to use
  10. Redefine traditional approach to media. Marry passion insight with creative and results to a new targeting methodology.
  11. Develop a voice on social media
  12. The young behaviors like texting — and learn it — things like text-to-win are huge (and we do it on DRTV).
  13. Active PR program to celebrate success
  14. Speakers series at universities
  15. More about how to get them to respond for any product/brand
  16. Do you think we would do better to match up brands with people with a love for that brand, or do you think the teams working no brand grow to love it? What produces better results?
  17. Can I get miles with this? For $ spent monthly on cell phone. For buying coffee. For buying gas. Incorporate air miles incentive to make offers interesting

RE: DRTV

  1. Hispanic DRTV. New idea for clients — inexpensive, forward-thinking, proven
  2. Data-driven DRTV

RE: TALENT

  1. Host a summit at the next DMA to give college grads a chance to work together to solve a world or industry problem. Show they have ideas that matter.
  2. To get the best and brightest new talent, you must reach out —college talent doesn’t even know what DM entails…
  3. Hold a direct marketing contest at business schools and invite contestants to the DMA to award the winner and prize.
  4. Do students — the bright and brilliant even know what Direct Marketing is… I know I didn’t.
  5. Attract best young people to DMA 2010 from everyone in the world. Let’s see if we can raise money for travel scholarships to top young people nominated by local DMAs to attend San Francisco
  6. Internship programs at agencies

RE: INDUSTRY

  1. Brands think direct or targeted is small. They think in terms of scale.
  2. We have to stop calling it “Direct.” Consumers do not trust us.
  3. Rename direct, advertising, marketing into the new way to engage consumers.
  4. Link direct to shopper marketing. Key buzz in industry.
  5. Our industry will need to facilitate and nurture added value, not for customers but for friends.
  6. Change the name from DM to “Collaborative Marketing.”
  7. Creative digital resources that generate responses, can be passed to the boss and peers easily.
  8. Drive to web sites to respond to multiple offers that are compelling enough to create buzz in social networks.
  9. Completely change the structure of compensation for direct: Shared risks and upsides across the direct ecosystem. Are we brave enough to do this?
  10. Have the traditional media and advertising business embrace and advocate for direct all the time. Convert our traditional adversaries into our best advocates.
  11. Less is more.
  12. Social media acquisition strategy to identify the top 10 marketing leaders. Listen to their version of Direct, interactive and we need to re-create our industry.

RE: DMA

  1. Stop the mail focus. Green is in.
  2. Digital should be first focus — mail should be secondary.
  3. Upgrade keynote speakers. More time slots for speakers.
  4. Invite brand folks from 10 businesses to a session in San Francisco DMA10 to do an “un-tradeshow” session to talk about their business. Any form, except the typical sit-down, powerpoints. Ask attendees to judge the best “un-session” and then celebrate that at the Echos gala.
  5. Charge the board to more diverse in gender, ethnicity and age.
  6. Change vendors who are participating. They are DATED (envelope suppliers, paper printer). Who cares!
  7. Re-direct works for Ogilvy but not for the DMA. Re-direct the name of the DMA and its conference. An alliance with a major digital organization if the DMA can ever hope to own 21st Century marketing. Brand managers need to hear about innovation through the lens of integrated of brand, digital and analytics. Change the name!

YOU?

Do you have ideas for how to reinvigorate creativity in direct? Our goal is nothing less than a movement with tangible results in the work and in how we work. Add more in comments here or tweet them in @re_direct

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