Powerful Promotions through Chapter Two

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Chapter Two Direct Marketing Piggyback Marketing Viral Marketing

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Direct Marketing “A measurable system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored in a database.” from Direct marketing magazine Similarities Differences Promotions Newsletters Timing

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Direct Marketing – Similarities Measurable Multiple contacts are necessary Must manage operations Message construction is key –ADD tips FROM COX INET MKTG BOOK

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Differences – vs. direct mail Contains the whole story (and about 50 pages of collateral) Limited to printed materials Costs =.35 – 1.00 per piece Better to use short, fast- loading high-impact teasers Can use graphics, videos clips, etc. Costs may be as low as $ per mailing

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Differences – vs. direct mail Not certain as to day or hour message arrives Responses from mailings are delayed and more expensive Can time the message Responses may be immediate – action can be immediate

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Permission-Based User Reactions –2% Delete Without Reading –7% Open Somewhat Annoyed –30% Were Indifferent –48% Were Curious to Read –13% Were Eager to Read

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Promotional Order and Shopping Cart Confirmations Sales of Add-on Products and Services More receptive audience 4% to 12% Response Rate

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted

Promotional Guidelines Prospects –Include joke or fantastic fact –Regular mailings increase awareness Existing customers –Acknowledge your appreciation of business –Only send s if you have needed information

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted How To Be Effective Don’t Use Traditional Copy Use An Accurate Heading Make It Personal Get To The Point Give Incentives Drive Them To Your Website Build A Relationship Follow Through

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Offer –Call to action –Live text link – graphic –Incentive to click-through

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Incentives –Promotional give-away –Special sale –Sweepstake, lottery, prize Unique Information

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Header –Subject Field –Why the is important –Be specific –Use the space for brand

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Body –Brief –Same look and feel –Easy to read and navigate –Personalize –Opportunity to opt-out

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Creating Rich media –Better response rate

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted – not SPAM Frequency management alerts –High information value Personalize the message –More than just a name Mimic successful tactics from direct marketing Add “immediacy and interactivity”

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Newsletters Newsletters contains information that is useful to the prospect, whether they buy your product or not. Content is key –Specific to needs of your customers –See Table 2-1, pg 29 in Bergman text for ideas

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Timing Newsletters – regular basis Promotional mailings –Once a month – rule of thumb –Too often = many opt-out requests –Consider customer needs –Product nature – Information intensive? –Split your list and test to determine frequency

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Piggyback Marketing Definition: Renting space in someone else’s newsletter. Right newsletter = most cost effective method Not appropriate for local businesses Frequency – similar to newspaper ads Vendors – see CD

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Viral Marketing Definition Success Required elements

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Viral Marketing Natural consequence of a positive experience –Word Of Mouth –81% pass-along … 49% to 2+ people Early examples –Hotmail –Dancing BabyDancing Baby Speed up the awareness process w/out SPAM

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Viral Marketing Both parties must gain something from the interaction Word-Of-Mouth Advertising Forward to a Friend Option Quiz Results E-Greetings –Difficult to Measure

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted

Viral Marketing Newsgroups/usenet –20,000 discussion forums Online groups –Browse the discussion – look for opportunity to contribute –Keep posts short, casual –Initiate discussion incognito Don’t SPAM –Kicked off the ISP

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Chapter Two Assignment Develop a Viral Marketing idea (related to your final project) –Submit creative and implementation plan Write three s –Attract customers to your site –Follow up for 1 st time visitor –3 rd to entice purchase or action