Electronic Retailer - August 2011 - 49

wacky idea convince our prospects that they need to change their ingrained habit of buying “fresh razor blades” and switch to using our razor sharpener? The creative brief has the task of putting ideas to the test of the selling strategy. If the idea doesn’t support the selling strategy, you can put all the phone number graphics and voiceover repetitions you like in the space of 60 seconds, and your spot will still be a wash out. So we’ve established that the creative brief keeps ideas on track strategically, but just because you’ve knocked out a concise and insightful brief doesn’t mean you automatically get great ideas. Now the creative process comes into play; the part that drives accounts and media departments up the wall. “We gave you guys the brief you asked for, now how come you need three weeks to come up with some decent ideas? All you do is sit around your offices and complain about the deadlines,” they

a creative brief is not like a mission statement where lofty ideals are committed to paper and then promptly forgotten during day-to-day business. a well-crafted brief is the fuel for igniting creativity.
say. “How hard can this be? Just show the product, list the features, keep the phone number up for most of the spot and devote 20 percent of the spot to the call-to-action. It’s not brain surgery.” No, but it’s darn close. The process of coming up with an idea that grabs the viewers attention in the first seconds, that lets them know we’re talking about them and their problem, that entertains and intrigues them enough to stick around for the answer to their problem and then gets them to write down a number or website and ask for the product, requires a bizarre combination of focus, free association, sales skills, psychology, emotional empathy, experience and discipline. Mal Karlin is president and chief creative officer of Karlin+Pimsler, a New Yorkbased direct response creative boutique. Mal has lectured at Columbia University, NYU Stern School of Business, the School of Visual Arts, Ithaca College and Cornell University. Mal will be presenting at the 2011 ERA D2C Conference in the Learning Lounge, where he will offer samples of his creative brief. Contact Mal at mkarlin@karlinpimsler.com.

From idea.

To result.

Chief makes your product grow to its potential.
We’re New York’s premier Direct Response agency—and a proven leader in maximizing ROI on your media investment. No one has more experience or expertise in delivering results. Chief is with you every step from business development planning and projections through production, call center management, reporting and analysis. Chief also leads the market in getting your product into retail then driving, supporting and tracking retail sales. We’re experts in utilizing our Direct Response expertise to launch or enhance your retail sales while reaching or exceeding ROI goals. When it comes to Direct Response media, no one does it better than Chief.

Your Business Partner in Direct Response. www.chiefmedia.com/er • 212-300-8970
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Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
Electronic Retailer - August 2011 - Outsert03
Electronic Retailer - August 2011 - Outsert04
Electronic Retailer - August 2011 - Outsert05
Electronic Retailer - August 2011 - Outsert06
Electronic Retailer - August 2011 - Outsert07
Electronic Retailer - August 2011 - Outsert08
Electronic Retailer - August 2011 - Outsert09
Electronic Retailer - August 2011 - Outsert10
Electronic Retailer - August 2011 - Outsert11
Electronic Retailer - August 2011 - Outsert12
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