SEM 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 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 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

“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

SEM 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

SEM A - Promotion PI - Develop a direct mail offer for SEM products

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 Postcards Catalog Sales flyer/brochure Newsletter Larger letter envelopes Letter envelopes CD/DVD disc Contest/sweepstakes response

6 Strategies for EFFECTIVE DIRECT MAIL 1.Send to specific target markets – NO Mass marketing 2.Personalize (Address the recipient by name) – Never address to a company - (Dear “Dominos’ Customer”) 3.Designed to draw attention – Unique and Interesting – Keep consumers from throwing it away

6 Strategies for EFFECTIVE 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 Mail Advantages Targeting Personalized message Measurable Different from your competitors Disadvantages Throw – away High cost of lists Longer lead time Expertise required to really hit target market Expensive Postage

PROCEDURE of DIRECT MAIL CAMPAIGN 1.Choose your Product 2.Define your Customer – Define the TARGET MARKET that is going to be interested 3.Create a DIRECT MAIL LIST 4.Design – Customers need to quickly connect with it 5.Print and Mail 6.Follow-Up and Document – Follow-up when you get a response – Document those customers for other campaigns 7.Repeat!

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 students to purchase an AKHS Knight’s mascot bobble head doll. -Directions 1.Determine which type of direct mail to use 2.Target a specific person (Pick someone!) 3. Design it to be unique and draw attention 4.Include detailed copy to explain features and benefits 5.Encourage recipient to take immediate action 6.Include a way to make it measureable (Coupons, Reply Cards, RSVP)

Web site links for direct mail magic-of-direct-mail-letters/ magic-of-direct-mail-letters/ Services/Sample-Direct-Mail-Letters/ Services/Sample-Direct-Mail-Letters/