Transcript 3.05

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
•
INTERESTING
• Space is limited
• Relevant
• Break the text up:
• Link to more detailed pages for more
information
• Short sections
• Many headlines
• Bullet points
• Get information as quickly as
possible
• Users will lose interest if too much
text
•
EASY TO NAVIGATE
• Information needs to be easily
located
“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
•
MEASURABLE
• Include coupons or reply cards
• Find out exactly how effective it was
“Dominos’ Customer”)
PROCEDURE
OF DIRECT MAIL CAMPAIGN
1.
Choose your Product
•
2.
Define your Customer
•
3.
Define the TARGET MARKET that is going to be interested
Pick the List
•
4.
What are you promoting this time?
Put together your DIRECT MAIL LIST
Design
•
Customers need to quickly connect with it
5.
Print and Mail
6.
Follow-Up and Document
7.
•
Follow-up when you get a response
•
Document those customers for other campaigns
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
•
3.
Define the TARGET MARKET that is going to be interested
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”