3.05

Develop content for use in marketing communications to create interest in

product/business/idea

WRITE CONTENT for use on the

WEBSITE

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

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

“You Do”Create a direct-mail letter for alumni to attend a

LNHS-sponsored event1. Decide on the event that LNHS is sponsoring2. 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 Format5. Create the Design

– 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 letter8. 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”