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 – jargon

“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 • 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– Headlines, bullet points & legible font size– Short paragraphs– Relevant & interesting info for your target market

SEM1 3.05A - Promotion

• PI - Develop a direct mail offer for SEM products

Terms - Direct Mail • Direct Mail – Advertising sent directly to

customers, or potential customers.• Usually through mail• Best method to target specific customers• Measurable

• Technology in direct mail? – Miniature samples - Sound - Interactive use of on-

line communication – QR codes

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

EFFECTIVE DIRECT MAIL

GOAL: Generate a response!

• Target a specific market• Personalize– Addressed to specific individuals, not a company

• Designed to draw attention– Stand out from other mailings so consumers do not

immediately throw away– Unique and Interesting to engage your target market

• Encourage immediate action

STRATEGIES FOR EFFECTIVE DIRECT MAIL

• Send to specific target markets

– NO Mass marketing

• 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

– Include coupons or reply card

– Find out exactly how effective it was

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- Create a direct-mail letter for alumni to attend a AKHS event

- Or -- Create a direct-mail letter for alumni to purchase a AKHS Knight’s mascot bobble head

doll

1. Decide what AKHS event to promote2. Design a creative direct mail letter/flyer/postcard3. Write a few sentences about your direct mail piece that discusses:

Your Customer Define the TARGET MARKET that is going to be interested

The List of recipientsWhere would you get the names for your DIRECT MAIL LIST? How many people?

Customer ResponseHow are you going to measure how effective your direct mail campaign is?How are you going to follow-up with those who “acted?”

CostsEstimate how much you think it would cost to complete

SEM1 3.05 ActivityCreate a direct-mail letter for alumni to purchase a

AKHS Knight’s mascot bobble head doll1. Create/design your product – must show in your direct mail piece 2. Define your Customer (target market) 3. Select the direct mail list – how will you obtain this list?

– How many graduation classes will you include?4. Decide on the format of the direct mail piece5. Create the design and copy/content of the direct mail piece

– How are you going to personalize it for each recipient?– Make this colorful, eye catching and creative

6. Incorporate some type of reply/purchase card 7. Determine what the cost of postage is per mailing8. Determine the TOTAL COST (cost per letter X how many letters)9. Follow-up and document

– 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?

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/