1. SEM1 3.05 A - Promotion PE - Develop content for use in marketing communications to create interest in product/business/idea PI - Write content for use on the website PI - Develop a direct mail offer for SEM products

2. 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 to locate relevant information 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, humor or stories…see concise!!

3. 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 – Analogies, metaphors – Headlines, bullet points & legible font size – Short paragraphs – Relevant & interesting info for your target market

4. EFFECTIVE DIRECT MAIL GOAL: Generate a response, not a sale! Should target a specific market Should be personalized for opening – Addressed to specific individuals, not a company Should be designed to draw attention – Stand out from other mailings so consumers do not immediately throw away – Unique and Interesting to engage your target market Should encourage immediate action

5. STRATEGIES FOR EFFECTIVE DIRECT MAIL Send to specific target markets – Mass marketing should not be utilized as it will waste money Personalize (Address the recipient by name) – Never address to a company - (Dear “Dominos’ Customer”) Develop more detailed copy than in print ads – Since you have “targeted” your consumer, they will read more! Measurable & actionable – Include coupons or reply card – Find out exactly how effective it was

6. PROCEDURE of DIRECT MAIL CAMPAIGN 1.Choose your Product – What are you promoting this time? 2.Define your Customer – Define the TARGET MARKET that is going to be interested 3.Pick the List – Put together your 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!

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

8. SEM1 3.05 Activity Create a direct-mail letter for alumni to purchase a AKHS Knight’s mascot bobble head doll 1.Create/design your product – must show in your direct mail piece (15) 2.Define your Customer (target market) (5) 3.Select the direct mail list – how will you obtain this list? (5) – How many graduation classes will you include? 4.Decide on the format of the direct mail piece 5.Create the design and copy/content of the direct mail piece (40) – How are you going to personalize it for each recipient? – Make this colorful, eye catching and creative 6.Incorporate some type of reply/purchase card (15) 7.Determine what the cost of postage is per mailing (5) 8.Determine the TOTAL COST (cost per letter X how many letters) (5) 9.Follow-up and document (10) – How are you going to measure how effective your direct mail campaign is? – How are you going to follow-up with those who “acted” – How will you build relationship marketing with your consumers?

9. 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.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/ http://directmarketing.thomsonlocal.com/Marketing-Services/Direct-Mail- Services/Sample-Direct-Mail-Letters/