Tools to Assist in the Creative Process
Greg Bruner and Mark Graham
Working with a creative team can be enhanced by using tools to assist in defining the product, environment and competition. Offer testing should be used to assist in developing roll out strategies. Learn from this presentation what should be provided to a creative team to develop premium copy and how to test offers to gain optimal results.
Learn what type of information can be used to assist the creative team in developing copy and developing package design. -- Understand what topics are important in developing a communication document. --
Strategize with your creative team in developing a roll out strategy from proper offer testing. -- Realize better internal communications by implementing creative tools.
Greg Bruner has spent over 20 years building direct marketing businesses. And though hešs considered a pre-eminent talent within the insurance and financial services industry, his experience also spans such varied industries as consumer goods, entertainment, and hospitality.
In his years serving the marketing needs of his diverse clients, Greg has found that the most important aspect of most direct marketing programs is also the most often overlooked that is, offer development and product positioning. After all, even the greatest product in the world will likely falter if its offer isnšt compelling enough, or if its position in the marketplace is misaligned. While this especially applies to insurance and financial services, it also applies to bicycles and hotels.
Perhaps most importantly, Greg understands from the inside, the constraints and challenges that marketing professionals face today. Thatšs most likely why hešs been so successful helping clients achieve and exceed their marketing goals with Michael Edwards Direct.
Montgomery Ward Life Insurance Company Vice-President, Life and Health Marketing
Old American Insurance Company Vice-President, Direct Sales and Creative Support
Industry Council Leadership and Titles
Financial Services Council of the Direct Marketing Association (DMA) Past Chairman
Chicago Association of Direct Marketing Educational Foundation Trustee
Kansas City Direct Marketing Association Direct Marketer of the Year
President and Co-Founder
Mark is President and co-founder of Data University, a business knowledge transfer organization that provides marketers with information, training and consultation regarding leveraging internal and external marketing data to accomplish customer acquisition, cultivation and retention goals. Most recently, Mark also served as Senior Vice President and Chief Knowledge Officer of Yankelovich, where he was responsible for new product development, marketing and database analytics.
Mark is a former past Chairman of the Direct Marketing Association Research Council and a frequent author and speaker. In 1985, Mark began his database marketing career at Metromail and held key positions at Equifax, Epsilon and Acxiom before launching Bandera Consulting, which ultimately was purchased by Consortia.
His experience includes strategic and tactical program development for many Fortune 100 companies in financial services, insurance, telecommunications, public utilities and pharmaceuticals.
Mark holds a Bachelors degree in Mathematics from Delta State University and a Master's degree in Quantitative Business Analysis from Louisiana State University. Marks unique perspective on data and database marketing enables many of his clients to better understand how to present their value proposition to their customers.