Action Ambro’s Andrew Ambrogioni The changing face of Direct. (and some case studies) September 2006

The Changing Face of Direct Marketing Brand Definition DM Definition New Definition

Brand marketers build brands “The intangible sum of a product’s attributes, its name, packaging and price, it’s history, it’s reputation and the way it’s advertised” – David Ogilvy A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors” – The Dictionary of Business and Management Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality” – Walter Landor

Direct Marketers build businesses “Direct marketing is broadly defined as any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation) and/or a visit to a store or other place of business for purchase of a specific product)s) or service(s) (traffic generation).” - The Direct Marketing Association

Proposing a new definition for direct marketing Direct marketing is broadly defined as a direct communication designed to deliver the brand reputation, promise and vision to a consumer and generate a response in the form of an order (direct order), a request for further information (lead generation), and/or a visit to a store or specific product(s) or service(s) (traffic generation) while building brand awareness in the target audience.

Great – so now what ? We have brand commercials with a Tel no and … We have direct mailers that look like the Ci manual. Brand communication is brand focused- Build it and they will come Direct marketing is customer focused communication that aims to solicit an action or response through a media neutral integrated approach

State of the Industry Clients Agencies Media Neutral Approach Obstacles –Technology –Cellular –Web/Promo Sites –interactive (TV) –Data Privacy Act DM Agencies poised for change

Are we in line with the rest of the World? NO International vs Local Advertising Case Studies