When it comes to Eye Tracking, there isn’t much that we don’t know. Which is why Marketing Week approached Red C’s Client Services Director, Rosemary Walton, to help out on an article about this fascinating subject. here’s what Rosemary had to say on the subject:

For Rosemary Walton, Client Services Director at agency Red C Marketing, fast eye tracking means clients can make changes to campaigns in real-time. In a world where people Twitter their thoughts to the world, brands expect to be able to find out insights immediately and communicate them back to base. Real-time analysis is vital.

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Red C celebrated 15 years of excellence last night with a big birthday bash at Dukes 92 in Manchester. All our clients and staff, each sporting a t-shirt with a word or two that described their character (such as ‘newly-wed’, ‘masseuse’ or ‘arm wrestler’), were there to celebrate the momentous occasion, which began with a champagne reception and was shortly followed by a tasty Thai curry buffet.

The drinks didn’t stop flowing all night and the guests were entertained with live music supplied by our very own band C’Red – with Adrian on drums, son Matthew on bass, Rosemary on vocals and husband Lindsay on guitar, plus some special appearances from other Red C staff. There was also music from rock ’n’ roll combo The Rhythm Aces, and some sleight of hand from our resident magician. Read more…

On October 29th 2008 a 30-minute infomercial entitled ‘American Stories, American Solutions’ aired on virtually all of America’s TV Networks. This infomercial was the glittering jewel in Barack Obama’s Presidential Campaign and garnered him over 30 million viewers and significant news coverage around the world… largely due to the $3 million it cost to air.

Obama’s Campaign, though, was newsworthy for more reasons than just this 30-minute infomercial. He was the first Presidential Candidate since John F. Kennedy to embrace a new medium successfully. In Kennedy’s case it was television… in Obama’s it was Web 2.0.

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At Red C we put a lot of work into formulating the perfect email strategy to maximise response from recipients. So it’s important when it comes to producing the actual email creative that it is written and designed in a way that helps promote click-throughs.

Many companies go to a Direct Marketing Agency like Red C to do their DM packs. They then go to a Digital Agency to do their Emails. This is where they are going wrong. Today’s Direct Marketing Agencies are far better equipped to drive response and hit ROI targets from Emails than Digital Agencies are.

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In Marketing there are many ways for us to communicate with prospects or customers. From TV adverts to Press Ads, Web Banners and Websites to Direct Mail packs and emails… we have a rich tapestry of communication tools at our disposal.

Only one of these ways, however, allows us as Marketers to address the recipient with the word ‘Dear’. Only one is a personal one-to-one communication that is signed by a spokesperson or company owner.

It is of course… the letter. Read more…