1. 3.05
Develop content for use in marketing communications to create interest in product/business/idea

2. WRITE CONTENT for use on the WEBSITE

3. EFFECTIVE WEBSITE CONTENT
THE CONTENT OF A WEB SITE HAS A SIGNIFICANT EFFECT ON THE
SUCCESS OF THE SITE
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
INTERESTING
Relevant
Link to more detailed pages for more information
EASY TO NAVIGATE
Information needs to be easily located

4. DEVELOP A DIRECT MAIL OFFER FOR SPORT/EVENT PRODUCTS

5. GOAL: Generate a response, not a sale!
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

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. 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!

8. DIRECT MAIL FORMATS Postcards Catalog Flyers Larger Letter Envelopes