Size Doesn't Matter
Truly - it doesn't. Here's why....
I recently moderated the Direct Marketing Creative Roundtable on behalf of the CMA (and its Direct Marketing Council) at the Drake Hotel. We had a small but engaged audience - and 3 incredibly talented and diverse presenters: Mike Halminen, VP, Creative Director at MacLaren MRM, Clare Meridew, VP, Creative Director at Grey Worldwide and Tracy Coen, Senior Art Director at Rivet.
Mike spoke about how to use interactive design to increase engagement and ultimately, response. Think about the idea that will interest a consumer and incent response vs standard 'boiler plate', 'kill it and bill it' creative mentalities. Push the medium but stay true to accountability.
Clare spoke about how the online channel is a perfect medium for direct marketing in terms of insight gathering, quick results, ease of measurement and access to fast and efficient innovation.
Finally Tracy spoke of how to cut through the clutter by using emotion and impact in design. And staying true to our Council's philosophy of integration, demonstrated this using the most traditional of channels, direct mail.
All 3 creative hot shots showed great work that most importantly drove business results. And our audience asked many questions, probed through to understand original strategies and genuinely connected to the presenters and their material.
Small audience + big ideas = 1 great roundtable. Size doesn't matter.
Can't wait for next year.
