Feedback. Direct and Interactive Marketing

Feedback offers a selection of the best actions in direct and interactive marketing sent directly to the general public or to a segmented audience, with the purpose of obtaning a direct response or interaction from the targeted persons.

Feedback presents several examples of direct response marketing bringing together projects from various disciplines in a single book, including: relational marketing, direct marketing, guerrilla marketing, interactive marketing, etc.

These specialities are illustrated with projects by agencies such as Mr. John Sample, Remo D6, Taxi Studio Ltd., Ros & Asociados, Villarrosàs, Herederos de Rowan, among others, based on direct marketing, together with others based on interactive marketing by agencies such as Wieden+Kennedy, OgilvyInterative, Forsman & Bodenfors, Big Spaceship, Cuatic, Minnim…

The pieces of work shown here belong to clients such as Sony, Amnesty International, Electronic Arts, Fila, Starbucks, Nike, Toyota, IKEA, Mango, etc., but one may also find examples of work for more modest clients, such as self-promotion campaigns by the agencies themselves or even wedding invites.

The purpose of Feedback is to illustrate the philosophy of integral marketing -also known as 360º marketing - to which most agencies and studios are currently turning to. That is why the book is divided in 5 chapters, i.e. Low Cost, Concept, 360º, Technique and Strategy.

The first chapter, Low Cost, includes projects made on a low budget such as wedding invites, greetings or self-promotion pieces, among other examples. These prove that creativity can be stretched enough to create effective and efficient campaigns with a small investment, by adding a complicity component and interacting with the recipient.

The Concept chapter presents a portfolio of projects in which the recipients’ implication becomes directly related to the concept which the product / service / brand campaign beholds, making it especially memorable as the user revives the concept experience. This goes to prove that bi-directional communication between sender and recipient, together with the active participation of both, become the best way to deliver a message.

Under 360º we continue to talk about the feedback philosophy, although this time applied to integral communication, offering an overview from different fields. Interaction has no limits – from a website to a reflection on a building front. This fact is showcased in examples such as the ambient marketing performance in a mall in which children are able to play in front of a tactile screen by using their own bodies and movements. Other campaigns may also imply printed advertising, call centres or other direct response channels.

Under Technique, the showcased examples feature an outstanding component of technical innovation – i.e. A window display which reacts to pedestrians’ movements; websites in which users can communicate not only by using their keyboard but also their webcam… Resorting to this kind of technical solutions provides a great creativity potential allowing the development of campaigns in which feedback becomes an added value for the user, turning him into an ally of the message.

The last chapter based on Strategy covers campaigns which are skillfull enough to reach their audience directly. The evidence goes to show that, in certain cases, messages which are directed to very specific audiences are more effective than those which are broadcasted through the mass media.

We hope that Feedback serves as a source of inspiration for designers and creatives alike.