What Would Don Draper Do?

Written by Kim Chapman - Account Executive

Thanks to the hit TV show "Mad Men", when I tell people that I work at an advertising agency, I wonder if they picture me sitting around all day drinking whiskey on the rocks, coming up with an uber-creative idea for the next big brand, and asking myself, "What would Don Draper do?"
While some of that is partly true (definitely not the whiskey part), the reality of work at a direct marketing agency involves a whole other side.  The left side... of the brain.
Direct marketing is a different animal from general advertising.  It’s a scientific animal, in which you can use a clear call-to-action, track response and ROI, and then over time improve these measures by finding out what works, and what doesn’t.  (Aka, testing, testing, and … more testing.)
General advertising can be potentially effective at building someone’s emotional awareness or engagement with a brand. But if you want proof of impact on your bottom line, direct marketing is the way to go. This is always a good thing, especially for those with tight budgets.
A good direct marketing campaign will make sure not to use too much unbridled creativity, and a good amount of science (left brain) to ensure that your campaign is successful.

A Day In The Life...

As told by TWO's summer intern - Sean Enright

Before beginning my internship with The Weinstein Organization, I never looked at a website or an email campaign and thought about it in any other way than myself as a consumer.  Since starting in May, when I click to a website or read my emails, I look at these marketing tools in a completely different context.

When dealing with our client, Weight Watchers, I have to get out of the mindset of being a 22 year old male.  I have to think and look at what we are doing as someone completely different.  I never thought I would be spending days at the office in the mindset of a man or woman, who is trying to lose weight, and 30 years or older looking to change their life.

Each day I look at what we are doing for Weight Watchers and try to put myself into the shoes of these people.  When they open an email or go to a website, what do they want to see that will make them want to keep reading or keep clicking through?  We want to push people to join and we have to do that by putting material on our websites and emails that is informative and exciting.

To get ideas of how to do this I am beginning to look at what other websites and email campaigns do for their target audiences.  When I get an email from Sports Authority with their summer deals, I look at it to see how they convey their information and make their material look exciting.  That helps me get ideas to use for when we do our next Weight Watchers website or email.

This is something that was so surprising to me when I started.  When I get these emails or view a website, I am now looking for ideas to use for our clients or try to critique what another company is currently doing with their material.

It has only been a little over a month with The Weinstein Organization and I already look at websites and email campaigns in a new light, as marketing tools.  I guess that means I am officially a marketer.


Too Much Information?


Post written by Kim Chapman

The other day, I received a postcard from my insurance company promoting coverage for dependents up to the age of 26, and/or for returning military dependents.  The problem is that I am a 29 year old who has never been in the military.  The scenario got me thinking about how important it is to be able to utilize customer information for any given campaign.  If my correct information would have been utilized, I may have received a relevant promotion that I could take advantage of.

In order to target the right audience, information has to be available. Most businesses obtain customer information through surveys or questionnaires. But as we know, some people (maybe you) are hesitant to give out too much information and this is where the problem arises.  Sometimes providing little or no information may not be in the best interest of the customer if it gets in the way of marketers sending them relevant, targeted promotions that would help them save money.

If you trust a company, and utilize them on a regular basis for a good or service, I would argue that you should provide them with as much information as possible about yourself (should they ask for it).

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New moms ♥ Active moms ♥ Super moms ♥ every MOM

Did this catch your eye?  It definitely got our attention. We chose to write about this for two reasons:  (1) because it was just recently Mother’s Day and this sample subject line is literally speaking to MOMS… so on behalf of The Weinstein Organization, Happy Belated Mother’s Day to all of you Super Moms and Grand Grandmas out there!  (2) It is a recent clever trend in email marketing that you should be aware of.

Many retailers, such as Red Envelope, are capitalizing on the use of symbols, such as hearts, in their subject lines to call greater attention to their promotional message and to stand out from the clutter, or should I say competition, in your inbox.

There are many symbols available to choose from, but you need to ensure that they support your message and are legible in small point sizes. If it is squished and doesn’t make sense, it is not going to help increase your open rates.

It is also a good idea to test the symbols across multiple email clients (Gmail, Yahoo, Outlook, etc.) and mobile devices (iPads, iPhones, Blackberry, etc.) before deploying your email campaign to ensure that the majority of your audience can see them. There will always be consumers with outdated equipment that cannot get the full impact of your message, but many email clients have been improving their support for world languages as well as their support for these symbols commonly known as Unicode.

Potential Idea? Favorable Response :)  Test it on Your Next E-Marketing Campaign!


It Used To Be Called "Interactive"

Remember way back (circa 7 years ago) when digital media was called "interactive"?

It seems as if many marketers have forgotten that the roots of digital/online/social media are in the now time-worn idea of interactivity. Isn't that the wonderful inherent advantage of marketing and communicating on the internet? The ability to engage in a real-time back-and-forth with your customers and prospects is something that can't be replicated by TV, Radio, Print and Mail.

Instead of just simply pushing out content on your social media portals, email campaigns and web pages, use them simultaneously as broadcast networks and response channels. Instead of just requesting a like or a follow, incentivize a click to a landing page. Lead them to a pURL. Reward people for sharing your content. Encourage them to come back and bring their networks to your brand.

Think responsively. Promote interactivity. Push Marketing and Pull Marketing can coexist on the internet.