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

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sem1 3 05 a promotion

SEM1 3.05A - Promotion

PI - Write website content

effective website content
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
chunking website copy
“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
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 05 a promotion1

SEM1 3.05A - Promotion

PI - Develop a direct mail offer for SEM products

direct mail
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
DIRECT MAIL FORMATS
  • Postcards
  • Catalog
  • Sales flyer/brochure
  • Newsletter
  • Larger letter envelopes
  • Letter envelopes
  • CD/DVD disc
  • Contest/sweepstakes response
6 strategies for effective direct mail
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
6 strategies for effective direct mail1
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 mail1
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
procedure of direct mail campaign
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!
activity
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)
web site links for direct mail
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/
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