SEM1 3.05 A - Promotion
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Transcript of SEM1 3.05 A - Promotion
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
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 interested
3. Create a DIRECT MAIL LIST4. Design
– Customers need to quickly connect with it
5. 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/