Direct Engagement

In the extremely researchable world of direct marketing, you quickly learn that some techniques and mechanisms work far better than others.

A spokesperson, for example, will get a better response than a commercial driven by a voice over. Tapping into a positive emotion will work better than a negative approach. A product that can be demonstrated will generally fare better than one that cannot. And so on.

However, experience has helped us to discover one rule of thumb that you won't find in any of the direct marketing textbooks: If you don't get your target engaged, you're very unlikely to get them to respond.

Working with Fujifilm, we were able to engage the target with the promise of a "higher level of digital." The resulting response to Fujifilm's message broke all industry norms.

Working with ONE, we were able to engage the viewer with the stunning array of spokespeople who stepped forward, spoke from the heart, and delivered their words in a cadence expressly designed to reinforce the name - ONE. More than two million people, and counting, have signed the ONE declaration at ONE.org.

Simply put, engagement is the most critical response mechanism of all.