SEM1 3.05 A - Promotion

1. SEM1 3.05A - Promotion PI - Write website content

2. EFFECTIVE WEBSITE CONTENT THE CONTENT OF A WEB SITE HAS A SIGNIFICANT EFFECT ON THE SUCCESS OF THE SITE 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 • 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

3. “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

4. 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

5. SEM1 3.05A - Promotion PI - Develop a direct mail offer for SEM products

7. 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

8. DIRECT MAIL FORMATS • Postcards • Catalog • Sales flyer/brochure • Newsletter • Larger letter envelopes • Letter envelopes • CD/DVD disc • Contest/sweepstakes response

9. 6 Strategies forEFFECTIVE DIRECT MAIL • Send to specific target markets • NO Mass marketing • Personalize (Address the recipient by name) • Never address to a company - (Dear “Dominos’ Customer”) • Designed to draw attention • Unique and Interesting • Keep consumers from throwing it away

10. 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

11. Direct Mail Advantages Disadvantages Throw – away High cost of lists Longer lead time Expertise required to really hit target market Expensive Postage • Targeting • Personalized message • Measurable • Different from your competitors

12. PROCEDUREof DIRECT MAIL CAMPAIGN • Choose your Product • Define your Customer • Define the TARGET MARKET that is going to be interested • Create a 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!

13. 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 studentsto purchase an AKHS Knight’s mascot bobble head doll. • Directions • Determine which type of direct mail to use • Target a specific person (Pick someone!) • Design it to be unique and draw attention • Include detailed copy to explain features and benefits • Encourage recipient to take immediate action • Include a way to make it measureable (Coupons, Reply Cards, RSVP)

14. 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/