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

WRITE CONTENT FOR USE ON THE WEBSITE

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

“WE DO” CHECK FOR UNDERSTANDING When writing information to post on web sites, Internet businesses should A.break the text into short, manageable sections with many headlines. B.boost content appeal and interest with quips, stories, and humor. C.use jargon and bulleted points to emphasis important content. D.consolidate information by constructing long, descriptive sentences

ANSWER When writing information to post on web sites, Internet businesses should A.break the text into short, manageable sections with many headlines. B.boost content appeal and interest with quips, stories, and humor. C.use jargon and bulleted points to emphasis important content. D.consolidate information by constructing long, descriptive sentences

“YOU DO” Cut out a magazine article or go find one on the internet about a sport/event product. Rewrite the article so that it is more appropriate for the web (e.g., includes chunk-sized pieces of information, analogies, metaphors, legible font size, short paragraphs). Create using your choice of software. Make sure that you organize the information just as you would on a webpage. Include the information that we reviewed in class. Save on Ms. Farmers flash drive under YOUR BLOCK, 3.05 WEB CONTENT, make sure that you include your name Be sure to include the source of the article

DEVELOP A DIRECT MAIL OFFER FOR SPORT/EVENT PRODUCTS

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

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

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!

DIRECT MAIL FORMATS Postcards Catalog Flyers Larger Letter Envelopes Letter Envelopes

QUESTION Why is it important for Internet businesses to write content for their web-site home pages that is interesting as well as concise? A.Message is complex. B.Access is restricted. C.Design is simple. D.Space is limited

ANSWER Why is it important for Internet businesses to write content for their web-site home pages that is interesting as well as concise? A.Message is complex. B.Access is restricted. C.Design is simple D. Space is limited

QUESTION When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors to A.order desired goods. B.identify the tagline. C.locate relevant information D.translate features into benefits

ANSWER When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors to A.order desired goods. B.identify the tagline. C. locate relevant information D.translate features into benefits

“YOU DO” Create a direct-mail letter for alumni to attend a Williams High School-sponsored event 1.Decide on the event that Williams High School is sponsoring 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.Decide on the Format 5.Create the Design How are you going to personalize it for each recipient? 6.Incorporate some type of Reply Card 7.Determine what the cost of postage is per letter 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”