Creativity Is Key to Good Direct Marketing

Share this content:
SAN FRANCISCO -- If anyone attending the keynote speech yesterday at the 14th Direct Marketing to Business show expected to hear the usual platitudes about marketing, they never heard Andy Stefanovich speak.

To say that Stefanovich is passionate about his business is to put it mildly. Equal parts motivational speaker and maniac, he bounded on stage clutching a basketball and proceeded to tell the crowd about a pair of red leather shoes he recently bought.

"They make me look like Bozo," he joked.

Stefanovich, the founder of Play, a Richmond, VA.-based creative consultancy, holds the title of In Charge of What's Next. He came to the DMB show to impart one simple idea: direct marketing is creative communications.

"Creative communications is what direct marketing is all about," he said. Taking a page out of the Yogi Berra phrasebook, he added, "You're never done until you're done."

According to Stefanovich, Play exists to help marketers re-think the way they approach their business. There is always more than one way to approach a situation, he said, and marketers should approach their projects creatively and go with the simplest solution.

"We need to demystify things," he said. "Our mission is to make creativity the single most important thing for businesses worldwide. You have to look at more stuff and think about it harder."

Play, Stefanovich said, has worked with some of the biggest marketers in the business, including Coca-Cola, Phillip Morris and General Motors.

"Kellogg hired us to reinvent breakfast," he said.

Stefanovich communicates with people by using "think cards," little index cards with inspirational or witty sayings imprinted on them. He rarely uses e-mail to communicate with colleagues at Play, he noted, preferring to use the cards, which have a way of getting to the point quickly.

One of his favorite "think cards" reads: "When you see an opportunity, freakin' seize it," he said.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above