Presentation Transcript

1. SEM1 3.05A - Promotion

   PE - Develop content for use in marketing communications to create interest in product/business/idea PI - Write content for use on the website PI - Develop a direct mail offer for SEM products
2. EFFECTIVE WEBSITE CONTENT THE CONTENT OF A WEB SITE HAS A SIGNIFICANT EFFECT ON THE SUCCESS OF THE SITE INTERESTING Relevant Link(s) to more detailed pages for more information EASY TO NAVIGATE Information needs to be easily located Do not use: Long sentences, jargon, humor or stories…see concise!! CONCISE Space is limited – use it wisely Break the text up: Short sections (chunking) Many headlines Bullet points Get information as quickly as possible – update frequently Users will lose interest if too much text Make it concise yet interesting to locate relevant information
3. SEM1 3.05 Activity Students work in pairs and create copy for a web site based on effective website content Cut out a magazine article about a sport/event product. Rewrite the article so that it is appropriate for the web and create a web page about the product Include: Chunk-sized pieces of information Analogies, metaphors Headlines, bullet points & legible font size Short paragraphs Relevant & interesting info for your target market
4. EFFECTIVE DIRECT MAIL GOAL: Generate a response, not a sale! Should target a specific market Should be personalized for opening Addressed to specific individuals, not a company Should be designed to draw attention Stand out from other mailings so consumers do not immediately throw away Unique and Interesting to engage your target market Should encourage immediate action
5. STRATEGIES FOR EFFECTIVE DIRECT MAIL Send to specific target markets Mass marketing should not be utilized as it will waste money Personalize (Address the recipient by name) Never address to a company - (Dear “Dominos’ Customer”) Develop more detailed copy than in print ads Since you have “targeted” your consumer, they will read more! Measurable & actionable Include coupons or reply card Find out exactly how effective it was
6. PROCEDUREof DIRECT MAIL CAMPAIGN Choose your Product What are you promoting this time? Define your Customer Define the TARGET MARKET that is going to be interested Pick the List Put together your DIRECT MAIL LIST Design Customers need to quickly connect with it Print and Mail Follow-Up and Document Follow-up when you get a response Document those customers for other campaigns Repeat!
7. DIRECT MAIL FORMATS Postcards Catalog Sales flyer/brochure Newsletter Larger letter envelopes Letter envelopes CD/DVD disc Contest/sweepstakes response
8. SEM1 3.05 Activity Create a direct-mail letter for alumni to purchase a AKHS Knight’s mascot bobble head doll Create/design your product – must show in your direct mail piece (15) Define your Customer (target market)(5) Select the direct mail list – how will you obtain this list?(5) How many graduation classes will you include? Decide on the format of the direct mail piece Create the design and copy/content of the direct mail piece (40) How are you going to personalize it for each recipient? Make this colorful, eye catching and creative Incorporate some type of reply/purchase card (15) Determine what the cost of postage is per mailing (5) Determine the TOTAL COST (cost per letter X how many letters) (5) Follow-up and document (10) How are you going to measure how effective your direct mail campaign is? How are you going to follow-up with those who “acted” How will you build relationship marketing with your consumers?
9. Web site links for direct mail http://www.businesstown.com/marketing/directmail-sample.asp http://www.writinghelpinc.com/directMail.php http://www.danielleadams.com/Sample_Letters.html http://www.forbes.com/sites/loisgeller/2012/08/03/the-ridiculously-inexpensive-magic-of-direct-mail-letters/ http://www.directcreative.com/samples.html http://directmarketing.thomsonlocal.com/Marketing-Services/Direct-Mail-Services/Sample-Direct-Mail-Letters/