SEM1 3.05A - Promotion

• PI - Write website content

EFFECTIVE WEBSITE CONTENTTHE CONTENT OF A WEB SITE HAS A SIGNIFICANT EFFECT ON THE

SUCCESS OF THE SITE

• 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

• 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 or paragraphs – jargon

Jargon• A viral infection of the respiratory system, including the

eustachian tubes, trachea, larynx, and bronchial tubes caused by a rhinovirus or coronovirus. – The common cold.

• On cloud nine: Extremely happy • Shrink: Psychiatrist • Ball park figure: A value that is numerically

estimated • Back Burner: Low priority given, something put off

till a date

“Chunking” Website Copy• Chunking: presenting information by splitting

concepts into small pieces or "chunks" of information.– reading and understanding is easier and faster

• Chunking is very important:– Web readers scan for information instead of

reading completely

SEM1 3.05 Activity • Work in pairs and create copy for a web site based on

effective website content• Read assigned magazine article about a current event

in sports. • Rewrite the article so that it is appropriate for the web

and create a web page about the article.• Include:– Chunk-sized pieces of information– Headlines, bullet points & legible font size– Short paragraphs– Relevant & interesting info for your target market– Add at least one picture (or more) to enhance

SEM1 3.05A - Promotion

• PI - Develop a direct mail offer for SEM products

Direct Mail • Direct Mail – Advertising sent directly to

customers, or potential customers.– Usually through mail– Targets specific customers– Measurable– Goal = generate a response

• Technology in direct mail? – Product samples, Sound, QR codes

DIRECT MAIL FORMATS• Postcards• Catalog• Sales flyer/brochure• Newsletter• Larger letter envelopes• Letter envelopes• CD/DVD disc• Contest/sweepstakes response

6 Strategies forEFFECTIVE DIRECT MAIL

1. Send to specific target markets – NO Mass marketing

2. Personalize (Address the recipient by name)– Never address to a company - (Dear “Dominos’ Customer”)

3. Designed to draw attention– Unique and Interesting– Keep consumers from throwing it away

6 Strategies forEFFECTIVE DIRECT MAIL

4. Detailed copy (more writing)– Provide more explanation of features and benefits– “targeted” consumers will read more!

5. Encourage immediate action– Get consumers to visit store or website– Get consumers to buy the product

6. Measurable– Include coupons or reply card– Collect data

Direct Mail

Advantages• Targeting• Personalized message• Measurable• Different from your

competitors

Disadvantages• Throw – away• High cost of lists• Longer lead time• Expertise required to

really hit target market• Expensive Postage

PROCEDURE of DIRECT MAIL CAMPAIGN

1. Choose your Product 2. Define your Customer

– Define the TARGET MARKET that is going to be interested3. Create a DIRECT MAIL LIST4. Design

– Customers need to quickly connect with it5. Print and Mail 6. Follow-Up and Document

– Follow-up when you get a response– Document those customers for other campaigns

7. Repeat!

Activity- Choose One:

- Create a direct mail piece to get people in the community to attend an AK Sporting Event or Theater Production.

Or

- Create a direct-mail piece for students to purchase an AKHS Knight’s mascot bobble head doll.

- Directions

1. Determine which type of direct mail to use2. Target a specific person (Pick someone!)3. Design it to be unique and draw attention4. Include detailed copy to explain features and benefits5. Encourage recipient to take immediate action6. Include a way to make it measureable (Coupons, Reply Cards, RSVP)

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/