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/