Creative Development
Your mailer may be beautiful, but will it deliver the results you need?
Creating the perfect marketing campaign is a little bit art and a little bit science. SG360°’s broad and deep direct mail expertise allows us to use both to develop customer-centric, growth-focused creative that inspires affinity and action.
Is it time for new creative?
It’s crucial that your campaign creative, in 3 to 5 seconds:
- captures your audience’s attention immediately
- communicates your brand’s message effectively
- motivates them to take action categorically
If it’s not doing that, it’s probably time for a new creative strategy.
The Creative Process
Creative Process Deliverables
The focus of our Creative Development process is ideation to generate creative and innovative ideas to engage your target audience effectively. It’s more than just pretty pictures; it’s about brainstorming, idea generation and concept development.
For direct mail, our structural design process optimizes your package for performance, production efficiencies and postal savings.
The outcome of the SG360° creative process is fresh, compelling, and memorable campaigns that capture the attention of your target audience, and prompt changes in behavior that result in the conversion you aim for.
Creative Strategy Brief
Messaging Architecture
Competitive Review
Creative Mood Board
The Creative Audit
Benefits of the Creative Development Process
- Cut through the noise. Differentiate your brand or offer from your competition, no matter how deep their pockets are.
- Create memorable messaging. Good stories are memorable. With the appropriate groundwork to inform your creative campaigns, your messaging will resonate with the right audience.
- The right idea works across all channels. Translate the “big idea” for your campaign into a powerful narrative and captivating visual concept, tailored to the strengths of each of your channels.
- Improved marketing performance. Personalized messaging, offers that resonate, and images that elicit emotion, leading to higher conversion rates.
The Creative AuditTM
If you already have a creative control package that you love, but have seen results dip, we can provide a roadmap for changes that will improve performance. Our unique and proprietary process helps uncover how recipients view and read your direct mail pieces; and achieve copy, imagery, layout, and offer that will generate a higher response rate. SG360° has the expertise to join your roadmap at any step along the way, from the initial strategy discussion to the actual creative implementation.
Through simple icons overlaid onto your control, you quickly get a clear picture of specific recommendations, with easy guidelines for implementing those changes.
Case Study
SG360° worked with the client to develop packages, visuals, messaging, and offers for each audience.
The strategy and creative update resulted in 380% improvement in CAC and 258% lift in conversion rate.
