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

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 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

3. “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

4. 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

5. SEM1 3.05 A - Promotion PI - Develop a direct mail offer for SEM products

7. Terms - Direct Mail Direct Mail – Advertising sent directly to customers, or potential customers. Usually through mail Best method to target specific customers Measurable Technology in direct mail? – Miniature samples - Sound - Interactive use of on- line communication – QR codes

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

9. EFFECTIVE DIRECT MAIL GOAL: Generate a response! Target a specific market Personalize – Addressed to specific individuals, not a company Designed to draw attention – Stand out from other mailings so consumers do not immediately throw away – Unique and Interesting to engage your target market Encourage immediate action

10. STRATEGIES FOR EFFECTIVE DIRECT MAIL Send to specific target markets – NO Mass marketing 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 – Include coupons or reply card – Find out exactly how effective it was

11. 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

12. 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!

13. Activity -Create a direct-mail letter for alumni to attend a AKHS event -Or - - Create a direct-mail letter for alumni to purchase a AKHS Knight’s mascot bobble head doll 1.Decide what AKHS event to promote 2.Design a creative direct mail letter/flyer/postcard 3.Write a few sentences about your direct mail piece that discusses: Your Customer Define the TARGET MARKET that is going to be interested The List of recipients Where would you get the names for your DIRECT MAIL LIST? How many people? Customer Response How are you going to measure how effective your direct mail campaign is? How are you going to follow-up with those who “acted?” Costs Estimate how much you think it would cost to complete

14. 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 2.Define your Customer (target market) 3.Select the direct mail list – how will you obtain this list? – 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 – 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 7.Determine what the cost of postage is per mailing 8.Determine the TOTAL COST (cost per letter X how many letters) 9.Follow-up and document – 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?

15. 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/