Fern Lee on the panel for “What Would Don Draper Do?”

in Fern Lee by on March 9th, 2011No Comments

Recently Fern Lee was sitting on the panel for “What Would Don Draper Do?” moderated by Brendan Condon. Fern Lee had a lot to say when speaking about her experience in the direct response industry. See below to see what she had to say.

Fern Lee on Don Draper panel @ ERA2011

Fern Lee & Rolfe Auerbach @ ERA2011

Fern Lee & Mal Karlin, ERA 2011

WHAT DO YOU ALWAYS DO WHEN YOU ARE CREATING AND CONCEPTING SPOTS THAT MAKES FOR GOOD CREATIVE

  1. Define a clear plan and implementation to drive these initiatives.
  2. Understand your consumer.
  3. Know thy Product.
  4. Have a USP.
  5. Let the story – messaging unfold…set up the problem/solution. (A problem solved is a product sold!)
  6. Great claims and substantiation.
  7. Stay on Message.

WHAT ADVICE CAN YOU GIVE PEOPLE TO CREATE GREAT WORK AND GREAT WORK FOR DR INDUSTRY

Product is King/Queen:

  1. Uniqueness
  2. Mass appeal
  3. Solves a problem – “it works for me it will work for you”
  4. Fulfills a dream
  5. Provides value to the consumer
  6. Demonstrable
  7. Magic transformation/instant gratification (Think continuity)

Most importantly: deliver a consistent awareness of all brand initiatives, protect brand equity, and implement growth strategy.

WHAT ADVICE WOULD YOU GIVE TO INTEGRATE SOCIAL MEDIA INTO DR


Stay on point and deliver a concise message through all touch points that integrates offline and online strategies.
Social media is a driver for new ideas and testing  modes that gives the DR process more synergistic messaging opportunities.
Your website must drive to various social media sites and blogs.
Create individual landing pages and A/B test for success.
Email, email, and email – constantly be in test mode and read your metrics.
It is all about building your database.

WHAT DO YOU THINK DR CAN LEARN FROM BRAND MARKETERS


BRAND EXPERIENCE:
(A Brand is an experience, not a logo. Branding is all the ways we deliver this experience to an individual.)
Review / clarify brand mission and brand story:

  1. What is our mission.
  2. What do we do in one simple phrase (what would our customer tell someone else we do).
  3. Who is our customer(s).
  4. Why should they care about the “Brand” – what problem do we solve / what is the emotional insight that will make us succeed more quickly.
  5. What is the unique experience (product, content etc…) we provide.
  6. What are the key experience touch points / what are the missing ones.

WHAT CAN THE INDUSTRY DO BETTER

Utilize technology to move from gathering analytics to converting sales.
Test, test and test – show patience to read the results.
Integrate all parts of the marketing pie – use your data base to the fullest.
Have pride in their products that they bring to market and deliver the consumer the best possible experience!
It is all about relationship marketing.

FAVORITE COMMERCIAL(S) OF ALL TIME —NOT YOUR OWN!

My favorite branded commercial is:  Coca Cola’s Mean Joe Green coming out of the tunnel after a tough game and giving his game jersey to the little boy.
My favorite Direct Response commercial is:  Thighmaster