print marketing
DESCRIPTION
Print Marketing Tips and TricksTRANSCRIPT
![Page 1: Print Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022052908/55952e6c1a28ab687f8b46c7/html5/thumbnails/1.jpg)
Presented by Lindsey Fair
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Attrraction
Bait the hook
Emotional
Call to Action
Conversion
Informational
Benefits vs Features
Call to Action
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DISTRUBTION
flyers publications mailpoint-of-
purchase
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ROI of a direct poster campaign is $1 : $8 (DMA)
Used for new customer acquisition / prospects only, not for house lists.
Typical response rate = 0.05%
High response rate = 1.5%
Low response rate = 0.009%
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ROI of a direct publications ad campaign is $1 : $10 (DMA)
Used for primarily for new customer acquisition.
Typical Response Rates:Newspaper : 0.5%Magazine: 0.17%(Brains on Fire)*Based on non-house list only. If mag / news is an internal com piece then rates double+.
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TIPSYOU FOCUSHEADLINES / BODY COPYCOLORFUL VOCABULARYBENEFITS VS. FEATURESNARRATIVE
message
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GOAL OF MESSAGETHE GOAL OF EVERY WORD YOU WRITE: RESPONSEWHAT AM I SELLING? TO WHOM? WHAT DO I WANT THEM TO DO???
message
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THE HEADLINE
message
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THE BODY
message
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the AIDA principle
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stripper
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benefits
![Page 14: Print Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022052908/55952e6c1a28ab687f8b46c7/html5/thumbnails/14.jpg)
emotional
![Page 15: Print Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022052908/55952e6c1a28ab687f8b46c7/html5/thumbnails/15.jpg)
logical
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moral
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empathy
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competition
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question
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CONCENTRATIONSmall space w/ single large element
will get more attention.
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COHESIONHeadline, picture, caption, body,
offer, terms should lead to each
other rather than to the outside of
the ad
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CONTRASTMust stand out but with balance
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CONVECTIONUX flow
• 35-45 character columns
• drop capitals to start body
• use captions
• use subheadings
• direct to offer at every
opportunity