Presentation Transcript

1. Develop content for use in marketing communications to create interest in product/business/idea

   Unit 3 Objective 3.05
2. HOW TO WRITE CONTENT for use on a WEBSITE
3. 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
4. HOW TO DEVELOP A DIRECT MAIL OFFER FOR SPORT/EVENT PRODUCTS
5. 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 END WITH A POSTSCRIPT “P.S.” Example: P.S. If you sign up before December 31, you will receive a free gift from Springfield Bank!
6. 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
7. Direct Mail Examples http://www.businesstown.com/marketing/directmail-sample.asp http://www.writinghelpinc.com/directMail.php http://www.danielleadams.com/Sample_Letters.html
8. 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!
9. DIRECT MAIL FORMATS Postcards Catalog Flyers Larger Letter Envelopes Letter Envelopes
10. Quiz Preview #1 Direct mail letters are effective ways to communicate with customer and prospective customers because: People know that direct mail letters must include coupons and offers and are, therefore, receptive to this form of advertising People don't realize you're selling to them and are more likely to respond positively They are targeted to specific customers and, therefore, have a more personal appeal The majority of people welcome mail and eagerly read all of it #2 To remind potential customers of something important, what should direct mail letters end with? A postscript The best offer A typed name Repetition of the headline #4 With regard to direct mail letters, what should always be included? As much text as possible An incentive to act A post office box number A broad explanation of the item #5 When writing content for a website, how should the information be organized? Include all of the details on the home page Format the text so that visitors have to scroll from left to right Build in links that allow visitors to obtain more information Write at a college reading level
11. Unit 3 Project Part 6 As the Marketing Coordinator of your Theme Park/Cinema, you are to create a Direct Mail Advertisement. Use the following site as a guide: http://www.businesstown.com/marketing/directmail-sample.asp Slide 11: Direct Mail Advertisement Using the site above, you are to include the following elements in your advertisement: Letterhead Addressee Attention Graber Focus on Benefits Testimonial Highlight Key Phrases Call to Action Postscript Create the advertisement in Word, however create a link to the Word document in your presentation. Continue along with Unit 3 Project Part 5. Complete and submit to Edmodo by the end of class.
12. Direct Mail Campaign Assignment Create a direct-mail letter for alumni to attend a North Forsyth-sponsored event Decide on the event that NFHS is sponsoring 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” 10. Put together in Microsoft Word and submit to Edmodo by end of class.