SEM1 3.05
A - 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
EFFECTIVE WEBSITE CONTENT
THE 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
to locate relevant information
• 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!!
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:
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Chunk-sized pieces of information
Analogies, metaphors
Headlines, bullet points & legible font size
Short paragraphs
Relevant & interesting info for your target market
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
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
PROCEDURE
of DIRECT MAIL CAMPAIGN
1. Choose your Product
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What are you promoting this time?
2. Define your Customer
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Define the TARGET MARKET that is going to be interested
3. Pick the List
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Put together your DIRECT MAIL LIST
4. Design
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Customers need to quickly connect with it
5. Print and Mail
6. Follow-Up and Document
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Follow-up when you get a response
Document those customers for other campaigns
7. Repeat!
DIRECT MAIL FORMATS
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Postcards
Catalog
Sales flyer/brochure
Newsletter
Larger letter envelopes
Letter envelopes
CD/DVD disc
Contest/sweepstakes response
SEM1 3.05 Activity
Create a direct-mail letter for alumni to purchase a
AKHS Knight’s mascot bobble head doll
1.
2.
3.
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)
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4.
5.
Decide on the format of the direct mail piece
Create the design and copy/content of the direct mail piece (40)
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6.
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How many graduation classes will you include?
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)
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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
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http://www.writinghelpinc.com/directMail.php
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http://www.danielleadams.com/Sample_Letters.html
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http://www.forbes.com/sites/loisgeller/2012/08/03/the-ridiculously-inexpensivemagic-of-direct-mail-letters/
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http://www.directcreative.com/samples.html
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http://directmarketing.thomsonlocal.com/Marketing-Services/Direct-MailServices/Sample-Direct-Mail-Letters/