What makes a campaign rock?

Direct marketing can do many things: it can provide impressive returns on investment; it can reach highly targeted markets; it can help turn sales figures around; and when done well it can take your target audience by the scruff of the neck and rock their world.

But what exactly makes a campaign rock? Here’s a quick list of some of the things our experts are looking for:

Know your audience: How can you break their hearts if you don’t know who you’re talking to? You don’t break out a version of Smoke on the Water if your audience wants to hear Wind Beneath my Wings. When you listen to your target market, they will listen to you.

Plan ahead: Even the best guitar player can break a string. But if you’ve a spare set, it’s no problem. With proper planning, your campaign gets the chance to impress - whatever gets in the way.

Stand out from the crowd: One of the many ways direct marketing rocks is that you can take advantage of so much personal data: names, addresses, likes, dislikes, dates and times. These can all be used to create a genuine and personal impression.

Transcend the genre: Sometimes it’s not what you do, but how you do it. Mix up styles, let creative juices really flow, throw away the rule books and clichés and you may just come up with a modern classic.

Sprinkle some fairy dust: Transform an idea with just a germ of life into something that truly rocks with a little spattering of magic on top. Let words, images and media come together to break new ground.

Get the right mix: Treat every executional aspect of your work with the respect it deserves. From photographers and printers to media planners and buyers, always work with the right people for the job.

Know your audience: Never underestimate your audience no matter what you’ve been told. Generating a response is far easier when someone feels valued. Nigel Tufnell said it best in Spinal Tap: “there’s a fine line between stupid and clever”. Your audience knows all about that line, don’t cross it.

Always leave them wanting more: Make your call to action clear and simple. The clearer it is, the more chance you have of getting better ROIs. So make it easy for your customer and leave them wanting to know more!

Now ask yourselves: is your work worthy of our judges?