1. 3.05 Develop content for use in marketing communications to create interest in product/business/idea DEVELOP A DIRECT MAIL OFFER FOR SPORT/EVENT PRODUCTS

3. Terms - Direct Mail Direct Mail – Best method to target specific groups of customers, focus promotional efforts and gain the best results Collateral Pieces – Letters – Postcards – Catalogs – Self-Mailer – Brochures - Business cards Technology in direct mail – Miniature samples - Sound - Interactive use of on- line communication – QR codes

4. DIRECT MAIL FORMATS Postcards Catalog Flyers Larger Letter Envelopes Letter Envelopes

5. 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. Direct Mail Advantages Targeted to your market if well planned Personalized message but should be brief… Can be measured by results if you have a “call to action” to encourage the sale Hidden from your competitors – ambush marketing Disadvantages Throw – away High cost of lists Longer lead time Expertise required to really hit target market Can be expensive

8. 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!

9. Activity Create a direct-mail letter for alumni to attend a AKHS event 1.Decide what AKHS event to promote 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”