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.