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3.05

3.05. Develop content for use in marketing communications to create interest in product/business/idea. WRITE CONTENT for use on the WEBSITE . EFFECTIVE WEBSITE CONTENT. THE CONTENT OF A WEB SITE HAS A SIGNIFICANT EFFECT ON THE SUCCESS OF THE SITE. INTERESTING Relevant

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3.05

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  1. 3.05 Develop content for use in marketing communications to create interest in product/business/idea WRITE CONTENT for use on the WEBSITE

  2. EFFECTIVE WEBSITE CONTENT THE CONTENT OF A WEB SITE HAS A SIGNIFICANT EFFECT ON THE SUCCESS OF THE SITE INTERESTING Relevant Link to more detailed pages for more information EASY TO NAVIGATE Information needs to be easily located • CONCISE • Space is limited • Break the text up: • Short sections • Many headlines • Bullet points • Get information as quickly as possible • Users will lose interest if too much text

  3. Importance of “Chunking” Website Copy • Chunking is a method of presenting information which splits concepts into small pieces or "chunks" of information. • make reading and understanding faster and easier • Chunking is very important: • Web readers scan for information instead of reading completely • Readers can quickly find information • Reader can focus on content

  4. Characteristics of Effective Website Content • Information is important and concise (“to the point”) • Space is limited on websites • Viewers will move to another page if info is hard to find • Text is broken into short sections • Headlines are used for each section • Bullet points are also effective • Avoid jargon • Jargon is language used in a particular job or trade • Not easily understood by those outside of that field

  5. 3.05 Develop content for use in marketing communications to create interest in product/business/idea DEVELOP A DIRECT MAIL OFFER FOR SPORT/EVENT PRODUCTS

  6. Terms - Direct Mail • Direct Mail – Best method to target specific groups of customers, focus promotional efforts and gain the best results • Collateral Pieces • Letters – Postcards – Catalogs – Self-Mailer • Brochures - Business cards • Technology in direct mail • Miniature samples - Sound - Interactive use of on-line communication – QR codes

  7. DIRECT MAIL FORMATS • Postcards • Catalog • Flyers • Larger Letter Envelopes • Letter Envelopes

  8. EFFECTIVE DIRECT MAIL GOAL: Generate a response, not a sale! • DESIGNED TO ATTRACT ATTENTION • Stand out from other mailings • Unique and Interesting • ENCOURAGE ACTION • PERSONALIZED • Addressed to specific individuals • TARGET A SPECIFIC MARKET

  9. STRATEGIES FOR EFFECTIVE DIRECT MAIL • Develop more DETAILED COPY THAN IN PRINT ADVERTISEMENTS • Send to SPECIFIC MARKET SEGMENTS • NO MASS MARKETING • PERSONALIZE (Address the recipient by NAME) • NEVER ADDRESS TO A COMPANY (Dear “Dominos’ Customer”) • MEASURABLE • Include coupons or reply cards • Find out exactly how effective it was

  10. Direct Mail Advantages Disadvantages Throw – away High cost of lists Longer lead time Expertise required to really hit target market Can be expensive • Targeted to your market if well planned • Personalized message but should be brief… • Can be measured by results if you have a “call to action” to encourage the sale • Hidden from your competitors – ambush marketing

  11. PROCEDURE of DIRECT MAIL CAMPAIGN • Choose your Product • What are you promoting this time? • Define your Customer • Define the TARGET MARKET that is going to be interested • Pick the List • Put together your DIRECT MAIL LIST • Design • Customers need to quickly connect with it • Print and Mail • Follow-Up and Document • Follow-up when you get a response • Document those customers for other campaigns • Repeat!

  12. Activity Create a direct-mail letter for alumni to attend a AKHS event • Decide what AKHS event to promote • Define your Customer • Define the TARGET MARKET that is going to be interested • Pick the List • Put together your DIRECT MAIL LIST • Decide on the Format • Create the Design • How are you going to personalize it for each recipient? • Incorporate some type of Reply Card • Determine what the cost of postage is per letter • Determine the TOTAL COST (Cost per letter x How many letters) • 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”

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