Direct Marketing Creative Strategy
Client: WOW MOM! Project title: M.O.M. CLUB
PRODUCT or SERVICE: “What to sell”
Description of the product or service, price, incentives, etc.
The product is a new line of Frozen Entrees that are big enough to feed 2 adults
and 2 children – „family size‟. With an introductory price of $4.99 per meal, the
regular retail price will range from $7.99 to $14.99 per meal.
OBJECTIVES: “What we want to happen”
This is what we want the direct response creative to accomplish. Create
awareness, generate interest and leads, instigate a purchase or repeat purchase,
WOW MOM! wants to bring awareness of their products to consumers. This
campaign will get their target audience to try the product and ideally, lead to
TARGET AUDIENCE: “Who will most likely buy the product or service?”
Geographic, demographic and psychographic characteristics of high-potential
The primary target is Moms recognizing they are often the main grocery shopper or
decision maker in households. These moms are from 30 to 45 years old, well
educated and earning over 40K per year. They are busy with home life and business
commitments. Their evenings and sometimes weekends revolve around juggling
family activities with time for themselves and community service. Recognizing the
importance of healthy meals and the value of spending time with the family, WOW
MOM! seeks to bring that to their dinner table.
THE OFFER: “How to sell”
What is the offer? What is the competitive advantage?
The offer is a chance to try 12 of the products at half the retail price with the
convenience of custom-made coupon combination. Consumers will respond with their
personal preferences of the 12 products they want to try.
The competitive advantage is the convenience of less than 30 minutes to prepare
without sacrificing taste and meal appeal.
PRIMARY MESSAGE: “What to sell?”
What is the key benefit to the consumer? What is the comparative value of this
The key benefit is “Homemade Taste in Half the Time”. Families can enjoy a hot
meal at home in 30 minutes or less that isn‟t loaded with preservatives and fat.
COPY PLATFORM: “Why they should buy?”
What selling points will lead to a “yes” response? Are testimonials required?
What is the guarantee?
Offering 50% off the retail price, custom-made coupons as chosen by each
consumer receiving the direct mail piece and the satisfaction guarantee offered by
the company should garner a „yes‟ response.
WOW MOM! is a natural progression from Cathy Whitney‟s column in the Ottawa
Citizen (“Cooking with Cathy”). Her credibility is well established and since she is
„local‟, the target audience feels like they „know‟ her.
The coupons selected will be in the consumer‟s hands within 14 days of placing the
order. If they opt to order electronically, the response will be within 5 business
RESPONSE MECHANISM: “How do we get the order?”
Which response mechanisms are the audience most likely to use (mail-in order
form, Internet, 1-800 number)?
The response mechanism in this case is a sheet of stickers from which the target
audience will choose a “Meal-Of-the-Month” (M.O.M. Club) as an opportunity to try
the product at 50% savings.
We‟ll get the order based on the 3 C‟s – convenience, customization and cost.
CONVENIENCE because the client will choose the meals and receive their
personalized coupons within 14 days. They can also order on-line and have their
”M.O.M. Club” shopping card within 7 days.
CUSTOMIZATION because they pick EXACTLY what they want to try from the 20
meal options offered.
COST because the offer will save them 50% of the retail price.
SEASONALITY: “When to sell”
What is the best season, month, etc.? How much control over timing of the
medium is required?
This offer is a year-round value because of the desire for healthy meals in a hurry
that so many families face. Launching in April represents part of the bigger
marketing plan whereby „Soup, salad, sandwich/wrap‟ mobiles will hit the streets of
Ottawa on Canada Day. A chip wagon format but with healthy choices.
TONE & EXECUTION: “What’s our approach?”
This dictates characteristics that should be reflected in the copy and design. It’s
the overall style.
The tone is very friendly and definitely a soft sell. The sense of urgency presented
is more of a gentle nudge and a chance to save more money and time by offering 3
The execution will be a personal approach with familiar appeal based on Cathy
Whitney‟s local renown for her column in the Ottawa Citizen.
The rationale is that by having the chance to try 15 of the 20 options with minimal
risk and effort (not to mention great savings in time and money) the next step
would be to try the remaining 5. In conjunction with the launch of “T.L.C.” (Tasty
Lunch Combos) on Canada Day, WOW MOM! products will be everywhere!
SPECIAL ADDENDUM: As a „thank-you‟ for recipients of this Direct Mail piece,
WOW MOM! will include a package of flower seeds in every piece. As will be
mentioned in the cover letter, a portion of proceeds will benefit LITERACY
THROUGH LAUGHTER, an initiative launched in 2000 and of which Cathy Whitney
is National Chair.
Each seed package has been affixed to a large flower-shaped sheet and signed by a
child who has benefited from the program.
The seeds are presented in answer to the question of “What will you do with all the
time you save?”