Category Archive: Interview

  1. 5 minutes with… Moyra Lambert, Business Development Director, Dragonfly

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    In between keeping the wheels of international business development turning, and educating and inspiring about what good direct mail can do for a brand and its growth, we grabbed a moment with Moyra to find out about her and her passion for DM.

    Job Title: Business Development Director – South Africa

    First job in the industry: My first job was as a Marketing Assistant with Unilever’s Lipton Tea, I was employed as part of Unilever’s Graduate Programme in 1983! It was a brilliant role – I was collecting names from customer competition and getting customers to join the company’s cookery club.

    Area of expertise: My ability to build and nurture relationships along with understanding a company’s strategic goals and getting the best ROI out of marketing budgets makes me a good confidant and sounding board for client to discuss strategy, find solutions and motivate proposals.

    What inspires you when it comes to direct mail? When it is used effectively as part of a media/channel campaign and personalised in a way that the recipient can relate to what they have received.

    If you could give one piece of print/postage advice what would it be? Keep testing new ideas/concepts against a ‘control’ and be sure you are able to capture the results accurately.

    What is the most important thing you have learned since working in the marketing/creative industries? Keep aware of all the offerings around you but don’t ever forget the basics and keep testing to improve!

    What is the best thing about direct mail? The recipient gets to physically interact with it in the privacy of their home, on a bus, train or wherever else they choose to interact with it. They can also combine it with an online experience if that is their choice.

    Is there anything about print that you think people would be surprised to know? Paper production is actually good for the environment. Over its life cycle, paper provides environmental, social and economic benefits while protecting and maintaining public health, welfare and the environment. This means that paper is one of only a few truly sustainable products in the world.

    Do you see any global trends when it comes to mail? The general trend of mailing in 1st world countries is declining but with it comes more refined data analysis about the mailing, more personalisation and targeted campaigns with higher response rates.

    There are parts of Africa and other third world countries where consumers don’t have access to a physical ‘mail box’ where they can receive a personalized mail piece. Other forms/combinations of direct mail need to be used here e.g. digital and ‘knock and drop’ type mail. The Post Office isn’t reliable in all part of the world so creative ways need to be sought to address this.

    Favourite marketing campaign? Nando’s You Tube viral campaigns in South Africa, Distell ‘Eish’ Ad. Both humorous, very local, relevant, memorable and topical which makes them stand out in the clutter in South Africa. One is a low budget campaign and the other high budget but both get excellent results.

    What gets you excited about DM? Online companies like Amazon use direct mail to promote some of their signature products. Data analysis constantly gets better so customers can be better profiled and defined which results in better response rates and ROI.

    What kind of clients excite you the most? Ones who are passionate about what they do and are prepared to surround themselves with a team who continue to make things better.

     

  2. 5 minutes with… Stephanie Irving, Account Manager, Dragonfly

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    Job Title: Account Manager

    First job in the industry: My first job was in this industry was an Account Executive here at Dragonfly! I started in 2015, I had just graduated from university and was excited to take up a role in marketing.

    Area of expertise: Project/client management. I love the huge variety of projects you get to work on here at Dragonfly. From high end luxury brochures for jewellers to mandatory insurance mailings. Every project is different and every client is different – which makes it all very exciting (and challenging at times!)

    What do you love most about print media? I love the journey you go on with print media, starting from the initial strategy and client’s objectives, delving into how we think best to achieve these objectives, implementing the campaign and then seeing the results. Each stage is so different, planning is all about the strategy then we get into the physical piece so that’s all about creative/stocks/sizes, and then the campaign goes live and you monitor responses. This part is particularly interesting when doing testing as it’s very fascinating to see how the smallest of changes to creative can make a big difference to responses.

    If you could give one piece of print/postage advice what would it be? Make your print item stand out from the crowd. Think outside of the box of how to really make it work for you. And very importantly, always have your customer head on i.e. If I received this piece, what would I think about it? Cliché but you only get one chance to make a good impression, so it’s imperative you spend the time and effort making that first impression as good as it can possibly be.

    What inspires you when it comes to direct mail? The market is always changing and evolving. There are constantly new pieces of kit being created, new techniques being developed and there is so much insight available to us, analysing campaign performance.

    What is the most important thing you have learned since working in the marketing/creative industries? The importance of combining your marketing activity both in a creative sense but also timing. Make sure there is a link between everything – print, TV, radio, online, social media.

    What is the best thing about direct mail? How creative you can be with it, the unquantifiable range of formats, stocks, sizes, weights that are available to you.

    Worst habits in relation to DM that you see? Companies miscommunicating their brand, for example putting out DM pieces with creative which doesn’t reflect their brand or it’s values. It creates a confused message about what their message is. Also, when companies send out DM pieces with no CTA, or a very unclear CTA – it’s the most important part!

    What gets you excited about DM? How easily you can talk to each customer on an individual level – it’s all about investing time/effort in the initial stages i.e. data. Making sure you are targeting the right people – it sounds obvious but many people don’t go back to basics on this as much as they should!

    Dream client? I love working with clients who are B2C and have a clear journey for their customers. So a dream client would be M&S or Boots!

    What is your proudest piece of work? The Laing the Jeweller DM campaigns to tell customers they were changing their brand name in the south of England from ‘Parkhouse’ to ‘Laing’. The piece had to communicate that although the name was changing, the company was still staying under the same management. The first mailing was sent to their highest spenders, a stunning piece on the finest GF Smith stocks, but with very intricate die cutting and foiling which opened up to reveal a letter in handwritten font from the owner. The piece was enclosed into a GF Smith envelope. The second campaign was for the next tier of spenders was also on beautiful GF Smith stock and was a one-piece mailer that had a zip perf to reveal the new name of the store. Also very beautiful! The whole campaign took over two months to develop and create and it was received excellently, with Laings reporting very little drop off from customers.

    Favourite ad/marketing campaign? My favourite is the Heathrow Christmas advert. They carry the theme of ‘coming home’ through each year, it’s such an emotive advert and really captures how special it is to come home at Christmas to your family. Gets me every time!

     

  3. 5 minutes with… Cara Lawson, Account Director

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    Name: Cara Lawson

    Job Title: Account Director

    First job in the industry: My first job in print and DM was with Dragonfly – back in 2013! The agency has been great at investing their time and effort in ensuring my knowledge is always improving.

    Area of expertise: Client management – I love working with all different kinds of people and keeping my clients happy is my number one priority.

    What do you love most about print media? I enjoy working with a client at the very beginning of a campaign and seeing it through right to the end – it’s exciting making an idea come to life! As much as it can put the pressure on, I also enjoy turning a failing job around and delivering it on time and within budget. That’s very satisfying.

    What inspires you when it comes to direct mail? Although print has been around for a long time, I enjoy how quickly things still evolve. Not only in terms of what the machinery can now do, but the analysis and insight we now have tells us how important DM is within a wider strategy.

    What is the best thing about direct mail? It’s tangible. We keep a piece of DM significantly longer than any other media and receiving something relevant and personalised to you can definitely make a customer feel valued.

    Is there anything about print that you think people would be surprised to know? That your ROI can be increased by a huge 12% with mail in the mix! Also, that we only use FSC paper suppliers who source all of our paper responsibly – this even includes replanting trees for paper we use!

    Favourite ad/marketing campaign? I am a sucker for the John Lewis Christmas adverts (like the rest of the UK) but I love the old school Jaffa Cake advert! ‘full moon… half moon… total eclipse!’
    I can’t eat a Jaffa Cake without saying those words. There is no doubt sales will have rocketed after that campaign.

    Worst DM habits witnessed? A lack of a clear call to action. This is a must and should always be included.

    What gets you excited about DM? How relevant we can now make it at much more affordable prices. If the data is there, then speaking to a customer at an individual level is possible.

    Dream client? I love working with all of the clients we have but I think a client in sport would be amazing as I’m so passionate about it.