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Week 7: Humber Copy 502. Halfway Through Term 1

Week 7: Humber Copy 502. Halfway Through Term 1 . Agenda: Warm-up Highlights from last week’s lesson Lessons from Assignment 2 Lesson: Loyalty Marketing Break In-class Assignment: a loyalty letter Guest speaker: Derek Kreindler , Auto Writer

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Week 7: Humber Copy 502. Halfway Through Term 1

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  1. Week 7: Humber Copy 502. Halfway Through Term 1 Agenda: • Warm-up • Highlights from last week’s lesson • Lessons from Assignment 2 • Lesson: Loyalty Marketing • Break • In-class Assignment: a loyalty letter • Guest speaker: Derek Kreindler, Auto Writer • All lessons to date at: http://humber205.wordpress.com

  2. Warm-up exercise In 10 words or less: Why is the extension cord hanging from the ceiling?You have 2 minutes. This week, there are two prizes.

  3. Highlights from Last Week In Canada, you can either advertise the benefit or the product name of a prescription drug. That is, you can promote your name or the function of your ‘class of drugs’. You must be able to back up every claim of any drug, nutritional supplement, or claim to health made anywhere.

  4. Lessons from self-mailer assignment • Call to action. It’s the instructions, telling them what to do. Call this number, visit this url, tear off this coupon. • The C2A has a deadline to incite action. •Furthermore, it should be unique. But why? • Measurability. DM exists to track response. That’s why so much of it is so noisy. <Most (aka all) marketers think you’re wasting their money with your fancy-schmancy creative. If they could just put their logo everywhere they’d be happy.> • Use a ‘vanity’ number, URL, promo code. It impresses the hell out of account people and CDs.

  5. Lessons from self-mailer assignment • 1-to-1 conversation. Only one person is receiving your message, not 60,000 like the list implies. • Write to one person, not ‘some of you’. If there’s more than one of me, get me to a doctor.

  6. Lessons from self-mailer assignment • Be spare with language. Your prospect doesn’t want to hear from you. • “At this point in time” = “Now” or “Today” … if you’re feeling nutty, “These days” • “In order to” = “To” • Simple tenses: “David was in the process of fidgeting” = “David fidgeted” • Hemingway’s best short story: “For sale: baby shoes, never worn.”

  7. Lessons from self-mailer assignment • Watch out for modern clichés. • At the end of the day… • Take your <insert whatever> to the next level… • Don’t go there, girlfriend…

  8. Lessons from self-mailer assignment • ‘You’ not ‘we’, especially not I. Even when you think you need to say ‘we’, you probably don’t. If you have to, use the name of the brand. • “Call us now and we’ll send you …” vs. • “Call 1 800-Buy-this now and you’ll receive …”

  9. Lessons from self-mailer assignment • ‘You’ not ‘we’, especially not I. Even when you think you need to say ‘we’, you probably don’t. If you have to, use the name of the brand. • “Call us now and we’ll send you …” vs. • “Call 1 800-Buy-this now and you’ll receive …”

  10. Lessons from self-mailer assignment You need postage to send something by mail. If the postage is not on the front or the back, ‘Houston, we have a problem.’

  11. Today’s topic: Loyalty Marketing 80/20 Rule: You get 80% of your business from 20% of your customers. Hence?

  12. Today’s topic: Loyalty Marketing 80/20 Rule: YOU BETTER TAKE GOOD CARE OF THAT 20%! Or someone else will eat your lunch. Hence the presence of CAA magazine, Telus Perks, Aeroplan, Air Miles, the Independent Coffee Shop Disloyalty Card.

  13. Today’s topic: Loyalty Marketing Rogers Star Status. BG: Negative option billing. “In the beginning of 1995, Rogers along with several other cable companies, added a number of new cable channels under a negative option billing plan. Subscribers opting out of paying for the new channels stood to lose much of their existing specialty channel programming. The participating cable companies were hit by both regulatory and public opinion backlash and ultimately were forced to split the negative-option channels into two separately-purchasable blocks, a move which Rogers had initially opposed as "not technologically feasible".’

  14. Today’s topic: Loyalty Marketing Rogers Star Status. Suddenly Canadians weren’t sheep. They rose up and said ‘no’, like Caesar in the original Battle For the Planet of the Apes. Rogers realized they had a problem. We’d better talk to our ‘best customers’. They created ‘Star Status’ for specialty subscribers to keep them from fleeing.

  15. In-class Assignment Write the letter. In fewer than 300 words, send the letter to you from your mobile phone dealer, explaining why – now that your contract is up – you should resign. Discounting is not an option because there’s always someone cheaper. Why are you currently ‘loyal’? Why should you remain so.

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