tag:blogger.com,1999:blog-91845338706446931492024-02-08T09:24:06.594-08:00DM Web DirectoryAlex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.comBlogger15125tag:blogger.com,1999:blog-9184533870644693149.post-59672108826463175192008-06-18T23:49:00.000-07:002008-06-19T00:01:29.546-07:00Avoiding being regarded as SPAM MailAvoiding being regarded as SPAM Mail has become unfortunately a key aspect int he Conceptualizing and Creation of an email message or campaign.<br /><br />With careful structuring of email marketing campaigns, marketers can significantly lower their unsubscribes, minimize their complaints and increase the responsiveness of their lists.<br /><br />Frank Tocco, An Established Online Entrepreneur, living In Cancun, Mexico provides some useful recommendations that are instrumental in achieving these goals in his <a href="http://shop4dreams.blogspot.com/2008/06/structuring-of-email-marketing.html">blog site</a>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-71699141660896371362008-02-26T09:04:00.000-08:002008-02-26T09:12:25.569-08:00Direct Mail RationalePhil Smith, Manging director of "Prospect :Lists" UK writes....<br /><br />Direct Mail seems old fashi0ned today yet many businesses are using it successfully.<br /><br />The reasons to still use direct mail… well,<br />a) it is a proven, tried and tested method.<br />b) You can deliver more information and the contact has a physical reference. And<br /> c) it is cheaper than most other methods but remember to follow up your contacts for maximum opportunities.<br /><br />Full article " Reasons to still use mail" is found at <a href="http://www.articlepros.com/marketing/Direct-Mail/article-57638.html">Articles Pro</a>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-5085114483122806062007-08-29T22:08:00.000-07:002007-08-29T22:43:43.875-07:00Email/Direct mail Package SizeRecently I picked up a discussion thread from <a href="http://www.e-consultancy.com/forum/-size-of-email-marketing-communications.html">e-consultancy</a> concerning the appropriate size of emails. The forum discussion brought home to me the fact that many concepts used in direct mail marketing are in fact relevant to those for email marketing.<br /><br />Some of these noteworthy areas are:<br /><br />1. Weight and size limitation in direct mail packaging design is equally important. Unlike emails however, physical mails are charged by weight. Hence more care is given to managing the size. Other than the postage, it is important to also understand the configuration of mail boxes. Large format items which may make a strong impression may unfortunately not fit mail boxes and become undeliverable. It is also not infrequent, especially in less developed countries, to hear of postmen throwing away heavy items to lighten their bags.<br /><br />It is always important to understand and be able to aligned these "basic configuration" issues and constraints...like those of bandwidths, speed of downloads, nuisance factors or jamming up mail boxes, etc.<br /><br />2. Aside from these basic configuration issues, it is important to determine "what it takes" to create a communication that will deliver the desired effect. Do we need a lengthy letter?, a booklet or even booklets, gifts, and multiple components?<br /><br />Direct marketing communications that is intended to achieve a sale would necessary be more lengthy compared to say an invitation to a cocktail party. It will have to simulate a sales presentation.<br /><br />See how sales people present....they will reiterate important points many times, summarized, highlight, confirm....and attempt to close a sales many times during the presentation. A direct mail piece would have to do this too.<br /><br />While there is a need to be conversational, repetitive on many points, it does not have to be verbose and long winded and painful for reading. Each point should be brought across with the least possible amount of words and with the shortest possible words.<br /><br />Content..the king<br /><br />In conclusion, I would like to emphasize that content is always the King. Often the volume of content to achieve a particular objective may disqualify certain medium. Resizing and reconfiguring the content to fit the medium would often produce disastrous results. In such a situation we have to review the content in entirety...perhaps change its objectives, as some forum participants suggested, from a sales piece to that of teaser or lead generator.<br /><br />A fuller account of this discussion may be found at <a href="http://www.blogger.com/" option=" 312&Itemid=" task="view&id=">ONE1-DM</a>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com1tag:blogger.com,1999:blog-9184533870644693149.post-13218439395673758312007-06-19T17:54:00.000-07:002007-06-19T17:59:23.209-07:0024 Principles of Direct Mail MarketingThis article from iversonsoftware provides a scuccint summary of the improtant points to note when executing a direct mail campaign<br /><ol dynamicoutline=""><li>There are four important elements in a "Direct Mail Package" and close attention must be paid to each: (Before anything, of course, comes the essential "idea" since the conceptual strategy is still key.) <ol type="a"><li>the graphics (carrier) which must be opened by reader - i.e., "what does it look like?" </li><li>the offer: the way the proposition is phrased - i.e. "what's the deal?" </li><li>the copy: the compelling description that gets the reader to buy or act - i.e. "how is it said?" </li><li>the list: the targeted audience most likely willing to buy or act - i.e. "who is it sent to?"</li></ol> </li><li>Perhaps the most important element is the list since an excellent offer, with a striking carrier and compelling copy – if mailed to the wrong list - can be a disaster. Others believe copy is most important, but don't let ranking bother you since each element is important. Take all reasonable steps to get, use and keep the most accurate and up-to-date lists possible to increase your margin of success. Set up a system to add names and keep'em current.</li><li>Heed "Daly's Law" - "Everything takes longer and costs more!" So, it's wise to start a project in ample time to make all elements come together in an easy manner. Use a "reverse timetable" to plot what needs to be done and when. For instance, you probably need to order lists first. Then, don't forget the envelopes, printed stock, other enclosures, etc. Allow time for delivery and return action plus follow-up mailings.</li></ol><div style="text-align: right;"><a href="http://www.iversonsoftware.com/success/24%20Principles.htm">Read More</a><br /></div>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-19353504904057462142007-06-15T11:49:00.000-07:002007-06-15T11:52:52.800-07:00110 Ways To Improve Your Direct Mail ResponseFound this essay that provided a great checklist for writing direct mail letters and communication<br /><br />1. Mail to your customers more often. If you are now mailing four times a year increase the frequency of your mailings to size or eight times. If you increase your mailings by 25% you should increase your sales by at least the same percentage.<br />2. Use a P.S. on every direct mail letter. The P.S. is second in importance only to the headline.<br />3. Don't forget to thank your customers for their orders by enclosing a message with the orders...and enclose another merchandise offer with the "thank you" message.<br /><br /><a href="http://www.iversonsoftware.com/success/110%20Ways.htm">Read more</a>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-40202110691504711252007-06-15T11:39:00.001-07:002007-06-15T18:55:11.587-07:00Thoughts on Direct MarketingDirect marketing is going through exciting times, with new technologies for getting close to customers emerging on an almost daily basis. But what are the real impacts of these developments (RSS, blogging, social networking, radio frequency Identification (RFID), and internet protocol technologies (voice over IP and IPTV, and can they ever be direct channels? - <a href="http://www.linkedin.com/in/georgenimeh">George Nimeh</a><br /><a href="http://www.i-boy.com/weblog/2006/07/thoughts-on-direct-marketing.html">Read More</a>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-76982644793636865462007-06-15T11:39:00.000-07:002007-06-15T11:43:34.267-07:00Thoughts on Direct MarketingDirect marketing is going through exciting times, with new technologies for getting close to customers emerging on an almost daily basis. But what are the real impacts of these developments (RSS, blogging, social networking, radio frequency Identification (RFID), and internet protocol technologies (voice over IP and IPTV, and can they ever be direct channels? - <a href="http://www.linkedin.com/in/georgenimeh">George Nimeh</a><br /><a href="http://www.i-boy.com/weblog/2006/07/thoughts-on-direct-marketing.html">Read More</a>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-3407176805294101772007-05-23T07:46:00.000-07:002007-07-13T23:16:32.408-07:0019 Rules for writing killer Headlines"19 Rules For Writing Killer Headlines" By <a href="http://ezinearticles.com/?expert=Dan_Lok">Dan Lok</a> , provides copywriters a useful guide, something they could to review before embarking on any copywriting.<br /><br />Following are 19 rules you can use to write headlines that will reach out and force the prospect to read your website and sales letter.<br /><p>1. Your headline must offer somethign that your target market wants very badly.</p>2. Your headline must include something of self interest to the reader.<br /><p>3. If your product is new or improved, say so in the headline.<br /></p><p>4. Do not just invoke curiosity in your headline, you must also include something of interest to the reader.<br /></p><p>5. Avoid negativity in your headline. Always turn the negative into a positive statement.<br /></p><p>6. Your headline should suggest a quick and easy way to achieve the benefit(s) stated.<span class="fullpost"><br /></p><p>7. Your headline should be believable.<br /></p><p>8. Determine what would make you buy your product, and then try to incorporate that idea into your headline.<br /></p><p>9. Avoid making your headline so short that you don't get the main point across.<br /></p><p>10. Avoid clever headlines that makes the reader think "how clever." Cleverness rarely gets people to read your web page or spend money.</p><p>11. Avoid headlines that sound dead, or like they should be at the bottom of the statue like "To Server Humanity Better..."<br /></p><p>12. Suggest in your headline that your copy contains useful and valuable information.<br /></p><p>13. Use your headline to reach out and grab the reader's attention.<br /></p><p>14. Avoid hard to grasp headlines that require the reader to think about what you are saying.<br /></p><p>15. NEVER trust your own reaction to your headlines. Instead, get the reaction of someone else.<br /></p><p>16. If you emphasize a word in your headline, make sure that word means something and is important.<br /></p><p>17. Remember that large type words act as a stopper. They get people to stop and pay attention, so choose the best words that will get the most attention.<br /></p><p>18. Don't let an artist or layout person decide which headline words to emphasize. An artest thinks in terms of color contrasts and tones, not in terms of making money!<br /></p><p>19. Avoid writing an ad that attracts the wrong people. Make sure your headline attracts the people that are most interested in what you have to offer.<br /></p><p>If you will follow these simple guidelines for writing your headline copy, you will be more likely to have a successful headline and a successful ad! Take some time right now and look back over these guidelines.</p>Then, try to write your own headlines. When you have a few that you think are wonderful, run them by a friend. If that friend asks to see the rest of your copy, you know you have written a true killer headline.<br /><p>Dan Lok is widely known as "The World's #1 Website Conversion Expert!" But what do you care? Well, if you rush over to his site... I think you'll come to your own conclusion that he's the real deal when you see how much FREE (yet extremely valuable!) profit-producing info he's giving away. Check it out now at: <a target="_new" href="http://www.websiteconversionexpert.com/">http://www.WebsiteConversionExpert.com</a></p><br /><blockquote></blockquote><br /><p>Article Source: <a href="http://ezinearticles.com/?expert=Dan_Lok" target="_new">http://EzineArticles.com/?expert=Dan_Lok</a><br /><a href="http://ezinearticles.com/?19-Rules-For-Writing-Killer-Headlines&id=" target="_new">http://EzineArticles.com/?19-Rules-For-Writing-Killer-Headlines&id=</a></p></span>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-42200525260820759592007-05-08T18:33:00.000-07:002007-05-08T19:02:04.499-07:00B2B vs B2C MarketingIn a column titled "The 7 Key Differences Between Business-To-Business (B2B)And Consumer Marketing,(B2C)" Robert W. Bly described the six key factors that set business-to-business marketing apart from consumer marketing<br /><br />They are:<br /><br />The business buyer wants to buy.<br />The business buyer is sophisticated.<br />The business buyer is an information seeker who will read a lot of copy.<br />Business-to-business marketing involves a multi-step buying process.<br />The buying decision is frequently made by a committee and not by an individual.<br />Business products are generally more complex than consumer products.<br />The business buyer buys for his company's benefit - and his own.<br /><br />A Full Version of this article may be found at http://www.nmoa.org/articles/dmnews/7differencesofbtobandconsumermarketing.htm.<br /><br />Some of my comments coming from an Asian perspective are:<br /><br />1. The buyer is sophisticated is often not true. More so they are bureaucratic, and are sticklers to procedures. The point about multiple decision makers is certainly relevant. Relationships need to be built with these joint decision makers..especially those in the user groups.<br /><br />2. Whether business buyers are looking for a lot of information is situational. Often they may already have a a well developed specification and only need the technical specifications to make a decision.<br /><br />Whether its a B2B or b2C the higher level of homework of research done the better the chances of closing a deal. The larger the potential deal the more the homework. They are flow business ie small deals, made without much consideration in both B2B and B2C businesses. The selling process for these may be fairly close.<br /><br />Ultimately the selling process may be determined more by price and product complexity rather than BB2B or B2C.<br />-------------------------------------------------------------------------------------------------<br />This article is written by Alex Har . Email; alexhyl@gmail.com. URL: http://www.one1.com.sgAlex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-48556371090299274422007-05-07T07:48:00.000-07:002007-05-07T07:52:10.004-07:00Advergaming—what It Is, And Why It Could Make You Serious Money<p class="MsoNormal"><span style="font-size: 12pt;">Advergaming is an interactive advertisement—a video game that promotes a certain brand, company, or product. There are several different ways marketing and gaming come together. One way works a bit like product placement in the movies—a product appears in the graphics of a game. For example, there might be a </span><st1:city><st1:place><span style="font-size: 12pt;">Toyota</span></st1:place></st1:City><span style="font-size: 12pt;"> banner at the stadium in EA Sports’ Madden NFL. Before the rise of the Internet, some companies gave away games on Floppy disks or CD-ROMs with their product—for instance, General Mills cereals used to come with General Mills All-Star Baseball, where the company’s cereal mascots played against Major League baseball stars.<br /><br />Today, advergaming has taken on new life online. Companies from Orbitz to Life Savers have well-known online games that promote their brand and encourage traffic to their sites. Here are some reasons why advergaming is so effective—and why it could bring some serious traffic to your site. Because a good game is addictive. An addictive game doesn’t have to be complex and expensive to put together—but it will keep people returning to your site over and over. The right game can get consumers obsessed. And the more they come back to their site, the more likely they are to buy from you, not your competitor. An addictive game keeps people coming to your site even when they don’t have a need for your product—so your name is at the forefront of their minds when they do.<br /><br />Because a lot of people get bored at work. Think about how many people work in an office with a computer and online access. Then think about how many of those office workers get bored and need something to pass the time. Managers won’t like to hear it, but a lot of people do play games like Solitaire and Minesweeper at work when things are slow. Every one of those people is a potential fan of your advergame. Bring them something fun, addictive, and easy to minimize when the boss walks by, and you could win a lot of people over.<br /><br />Because promotional games cause customers to seek out your ads—not avoid them. Our culture is saturated with ads. And advertisers may hate to hear this, but consumers don’t generally like them. When it comes to online ads, people have very little tolerance—pop-ups, pop-unders, and flashy banners are almost universally disliked.<br /><br />Many online advertisers are reduced to chasing consumers down and making it difficult for them not to look. They hide the “close” button on a pop-up; camouflage it so that when people click to close the ad, it opens a new site instead; or make a banner ad automatically route to a sponsor site when the cursor is passed over it. This might force a visit, but it annoys consumers—and you’re unlikely to get a sale. A good advergame, however, makes people actively look for your ad—there’s no need to force it in front of them.<br /><br />Because people spend time with games—and your brand. Once people find your game, they’ll spend time with your brand—from a few minutes to a few hours. This gives them plenty of time to absorb the marketing message you’ve carefully embedded in your game. Most ads only get a few seconds to make an impression—but advergames give you a much larger window. If people like the game, they’ll remember the URL so they can come back for more. It’s an extremely effective way to reach customers.<br /><br />Because games make people love pop-ups. Most Internet users dislike pop-ups and pop-unders. But put a game in your pop-up, and they may not close it so quickly. It gives you more freedom to use this method of advertising to reach consumers. If your games are good, they could visit your site just to see the pop-ups.<br /><br />Because people tell their friends. If people find things they like on the Internet, they share them with friends and family. If it’s entertaining enough, your game could generate a lot of free publicity. It works under the same concept as viral video marketing—make an addictive game and tell everyone you know. They’ll forward it to their friends, who will forward it on to theirs, and before you know it bloggers are linking to it, there’s a write-up in an online journal about your innovative advertising, and you’ve reached hundreds of thousands of people.<br /><br />Your ad campaign is faced with a big challenge—to break through the clutter of ads in all mediums and reach a solid audience. Advergaming is different than traditional advertising—it gets people spending time with your ads, instead of looking to avoid them. A good advergame campaign can take on a life of its own—and be a huge benefit to your business. <o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="font-size: 12pt;"><a href="http://www.articledashboard.com/">Article Directory</a>: http://www.articledashboard.com<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="font-size: 12pt;">Gareth D is managing director of GSINC Ltd for more information on web video, Seo tutorials and internet marketing visit <a href="http://www.gsinc.co.uk/" target="_blank">www.gsinc.co.uk/</a> <o:p></o:p></span></p>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-3009510737552025312007-05-07T06:46:00.000-07:002007-05-07T06:51:30.543-07:00Website Copywriting: A Recipe For Hard-Hitting Words In Lean PortionsIn 10 short years, websites have evolved from business novelty to necessity, perhaps now the most important part of a business' marketing and branding arsenal. For very small shops to the largest publicly-traded corporations, websites have become both the most preferred and the most interactive way for companies to communicate with their customers and prospective customers. And though many of the same fundamentals of good offline copywriting apply to the online world, there are distinct differences in both content presentation and strategy that are important for anyone involved in website copywriting-whether it be a writer, designer, creative director or client-to be aware of.<br /><br />1. Website copywriting needs to be shorter<br />It's been scientifically proven that readers' eyes tire quicker reading a computer screen than they do a printed page. But more important than that, website copywriting needs to be short because of the nature of the medium. Computers are all about speed in information gathering, dissemination and understanding. And the amount of verbal content a company presents on its website must take that fact into account. If the concept can be explained in one sentence instead of three, use one. If a simpler word can be used in lieu of a longer, more complex word, go with the simpler. Concentrate on quality without the quantity. It can be done and done very well.<br /><br />2. Good website copywriting starts with a home page that incites curiosity<br />On a home page, many organizations wax about how long their company has been in business, how many employees they have and other assorted topics, which do nothing to whet the reader's appetite. Instead, use the homepage to introduce your company as a solution to a problem your market has. That way, you're presenting your readers with a valuable reason to continue reading.<br /><br />3. Customer testimonials are an integral part of great website copy<br />Often, the best website copywriting doesn't come from you or your copywriter. It comes from your customers' personal experiences. Assuming your company has satisfied customers, what they say about you can be much more credible than anything you say about yourself, and they can reinforce the credibility of the claims you do make about yourself.<br /><br />4. Add a personal touch to complement the facts<br />A website is nothing more than a computerized, interactive introduction (e-commerce not withstanding) to who you are as a company and what you do. And just like a personal introduction, what often follows the "facts" are topics of a more personal nature. Good website copywriting always includes this type of content in a secondary location of the site-a place not hard to find, but not up front and center either. Why is this important? Because people want to get to know the companies they're going to work with or do business with. They're interested in the personalities that run your organization and the culture and philosophy behind it.<br /><br />Source: Submit Articles at ArticlesBase.com<br /><br />About the Author:<br />Adam Barone is a freelance copywriter from the Boston area. Visit him at http://www.adambarone.com. (c)Adam Barone 2006. All rights reserved. Reprint rights granted as long as the article is published in its entirety, including links.Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-86431336770039046532007-05-07T06:38:00.000-07:002007-05-07T06:42:45.573-07:00SmartAds:The Future of AdvertisingIt's becoming increasingly possible to target "smart ads" specifically to people who want them. And best of all, you can do this for a fraction of the price of mass-market. <br /><br />Andrew Fano is showing off the living room. It's a plush, teaky, well-appointed affair, but what really catch the eye are several thin-screen video displays, including a few smaller ones that are embedded in furniture and picture frames. The displays are slowly cycling through what appear to be family digital photographs -- an appealing idea, considering many of us let our thousands of digital photos sit unwatched on a computer hard drive. "But would you want to see an ad stuck in there?" asks Fano, indicating one of the digital slide shows, apparently of a family vacation to a theme park. "No? Because you just saw one." One of the theme-park photos was a professional image designed to "enhance your memories" of the park, explains Fano, a senior researcher at consulting giant Accenture who is exploring new ways for advertisers to get their messages across. The tony living room is actually part of Accenture's technology laboratory, and the displays are an experimental prototype of a service that would arrange your photos into slide shows in exchange for the right to slip relevant sponsored pictures into the mix.<br /><br />The world is awash in advertising clutter. For decades marketers have been spending more and more to try to get their message out -- only to find their pitches drowned out in a sea of noise generated by countless other marketers trying to do the same thing. In effect, companies have been paying big bucks to be ignored. Now, inspired by the Internet's ability to do a better job of targeting prospects and measuring results, advertisers are dreaming up new ways to break through the clutter and connect with potential customers at a lower cost.<br /><br />The big advances in advertising technology once favored traditional giants like Procter & Gamble, which could afford to mass-market its message. The new techniques are affordable to smaller companies, too.Though the advertising revolution got started online, some of the new techniques are already finding their way onto streets and walls and even into clothing pockets around the world. Perhaps just five years from now, companies will be able to routinely and inexpensively embark on ad campaigns that hit exactly the right prospects -- and hardly anyone else -- with entertaining, hard-to-ignore messages that can follow people via new high-tech media into their cars, offices, living rooms, and bedrooms. For companies that master the new techniques, the payoff is potentially enormous: a big jump in customer mindshare while holding the line on marketing costs. And whereas the big advances in advertising technology once favored traditional giants like Procter & Gamble, which could afford to mass-market its message, the new techniques are affordable to smaller companies, too. "Over time," says Karen Breen Vogel, CEO of ClearGauge, one of hundreds of interactive ad agencies that have sprung up to focus on online advertising, "we can cut the cost of the advertising in half while maintaining customer response."<br /><br />Fixed in an archipelago of art galleries and airy cafes at the periphery of Chicago's North Loop, the offices of ClearGauge have the hip, slightly subversive look you'd expect of a boutique advertising agency. Except that where the halls of other agencies regale visitors with blowups of their all-important creative, ClearGauge has proudly plopped a wicked-looking bank of servers front and center against the exposed concrete walls. It's a tip-off to the agency's sensibilities -- and to a sea change in the advertising industry.<br /><br />Advertising has long been a sort of black art with a murky ROI, and for a simple reason: Clients rarely know for sure who sees their ads, let alone whether the ads influence anyone. Even though companies spend a third of a trillion dollars a year on advertising, those ads often end up being irrelevant to the people who see them. On average, Americans are subject to some 3,000 essentially random pitches per day. Two-thirds of people surveyed in a Yankelovich Partners study said they feel "constantly bombarded" by ads, and 59% said the ads they see have little or no relevance to them. No wonder so many people dislike and ignore advertising, and so many business owners feel gun-shy about investing in serious campaigns.<br /><br />The Internet has begun to change all that. The ability to measure the impact of an ad simply by counting how many people click on it, and to link advertisements to search-engine results, in large part drove Internet advertising to $9.6 billion in 2004, a 33% jump from 2003, according to Interactive Advertising Bureau reports. (For a cautionary tale about counting clicks, see "So Many Clicks, So Few Sales," on page 29.) But the real advantage is going to companies that figure out how to use these tools to hunt down specific types of prospects and nail them with the right pitch. "We look for subsegments of Internet users who care about certain things," explains Breen Vogel. "We find them when they're online, we intercept their activities, and we start a relationship with them."<br /><br />Source: Submit Articles at ArticlesBase.comAlex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-51246613353467650722007-05-07T06:22:00.000-07:002007-05-07T06:25:01.706-07:007 Factors Of An Effective Advertising CampaignYou've probably heard the old saying - I know that half of my advertising dollars are wasted, if I only knew which half! Although it's not possible to know all the factors that go into effective advertising, there are a few elements that are crucial to an ad campaign that is profitable. If you strive to achieve as many of the following 7 factors as possible, you can be confident that you'll have a winning campaign.<br /><br />1) Choose an appropriate medium to convey your message. This is so obvious, but you'd be amazed at how many people don't use common sense when buying media. If you're trying to reach a 14 year old, don't buy an ad in the daily paper - buy the radio station that plays hip hop music! Try to target your advertising as much as possible. Think about the person you're trying to reach with your message. The more you know about that person, the easier this will be. <br /><br />If you're selling clothing to working women, buying TV is probably not a good idea. They're probably so busy doing household chores and taking kids to various activities, they probably don't have time to watch much TV. But billboards and radio are great because she's probably on the road a lot and those media fit for that audience.<br /><br />2) Don't believe that everyone uses media the way you or your spouse does. Just because you don't like a certain program on TV doesn't mean that your potential customer doesn't like it - they may be big fans and never miss an episode. <br /><br />Don't assume that everyone reads the newspaper because everyone you know does. Ask for information about the medium's audience - let your rep show you exactly who is watching/reading/listening/driving by/surfing their medium.<br /><br />3) Don't judge the price of the ad by the dollar amount alone. Just because an ad is expensive doesn't mean it isn't a good buy - and the opposite is true also. If an ad is cheap, but no one reads or sees it, it's worthless to you. If an ad is reaching tens of thousands of people for $1,000, it might be a good buy if those are the people who are in the market for your product. <br /><br />Try to gauge the real value of an ad by the cost per thousand or cost per rating point (for TV, radio & cable). If you're not familiar with those terms, ask your ad rep - they will be happy to fill you in. (And if they aren't, find a new rep.)<br /><br />4) Develop a relationship with your customers and prospects. This is another thing that should be obvious, but very few companies actually do this. Proctor and Gamble has found that this is what makes them money. And it makes sense. If people trust your brand and feel that they know your company, they're far more likely to buy your products. This is actually easier to do as a smaller business than a large one - and many local businesses have done this for years. <br /><br />It may be schmaltzy, but when the local furniture store owner is on camera for all his TV commercials, people develop a relationship of sorts with him or her. They feel like they know that business. Anytime you can link a personality - even if it's not a celebrity - to a business, that makes that business stand out. This is an important element that there's not nearly enough room to cover - so think this one through for your business and come up with ways (and they can be very simple) to develop a relationship with your customers and prospects. An email newsletter is a simple, cheap and very effective way to do this, by the way.<br /><br />5) Have a hook. Give people something that makes them remember you. Big companies spend millions on this - and for a good reason - it sells stuff. Whatever you do, don't say "for the best in service and quality" - no one will believe you! If you want to convey that message, have one of your customers give a testimonial on camera - have them describe how you provided them with great service and quality. Give details. <br /><br />A hook needs to be simple, memorable and if possible, fun or heartwarming. The Taco Bell Chihuahua is a good example - the Pillsbury Doughboy is another one. Do something different and let people know about it. Give them a reason to choose your company over your competitors.<br /><br />6) Be relevant. Talk to your prospects in your advertising - let them know that you feel their pain and are going to help them make it go away. If you're talking about something they can't relate to, they'll ignore you. There are way too many advertising messages in the world today - and people have learned to tune them out unless they click with something that is important to them. You know how this works - you do the same thing. <br /><br />If you're sick of how your car is nickel & dimming you lately, you suddenly are much more aware of ads for cars. Find out why people buy your product and talk about how you will give that to them. It's really pretty simple - but an overwhelming majority of businesses totally miss this.<br /><br />7) Make sure you know what you're trying to get your prospect to do. Do you want them to come to your store and buy a specific product? Or do you want them to call your business to get an estimate on a project so your sales person can close the sale in person? The more specific you are in your call to action (please make sure to include one!), the more likely your audience will do what you want them to do.<br /><br />All of the elements that go into your advertising - the media, the creative, the copywriting, the call to action - create a synergistic result. The more focused you are with any of those elements, the better your results will be. It's always crucial to measure your ad results. Determine what you want to achieve and include devices that will allow you to determine whether or not you achieved your goal. Then you can tweak results from there.<br /><br />Source: Submit Articles at ArticlesBase.com<br /><br />About the Author:<br />Kevin Sinclair is the publisher and editor of besuccessfulnews.com , a site that provides information and articles on how to succeed in your own home or small business.Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-31091242355756864682007-05-04T10:41:00.000-07:002007-05-07T06:53:01.871-07:006 Simple Rules for Creating Direct Mail That Gets your Phone to Ringby LeafTech<br /><br />It almost doesn't matter what business you are in, direct mail properly executed works. Sometimes it may not be very economical if you sell a low priced item, but a well crafted letter can get a prospect to take action.<br /><p>Direct mail specialists always say that direct mail is simply salesmanship in print, yet many direct response letters written by untrained people fail to sell and to follow these 6 basic rules:<span class="fullpost"></span></p><br />1. You must have a headline that attracts attention. The headline is the most important part of a direct response letter and changing it can result in 200% -300% improvements in response, even when nothing else is changed.<br /><br />2. If you don't create instant interest and value, people won’t read even the shortest letter. Creating interest and value can get the longest letters read more than once.<br /><br />3. Social proof is one of the most powerful tools available to the direct response marketer. Use lots of testimonials showing that you can deliver what you claim. People want to know that you can deliver what you claim. Other proof mechanisms include specific details, numbers etc. The more specific you are the more your claims will be believed.<br /><br />4. Write to people in a personal manner. Write to them in the same way you speak to people. Worry more about clearly communicating your message than the quality of your English prose. Use slang, use contractions and remember in copywriting it's OK to begin a sentence with "And".<br /><br />5. Demonstrate that what you are offering is a bargain. Unless your prospect feels that what you are offering has value and that she is getting more in results than you are asking in costs, she won’t take action. Make your offer as free of risk as possible.<br /><br />6. Show people how easy it is to order, by explaining exactly what to do and making ordering easy. The more complex you make it the fewer orders you will receive!<p></p>Source: <a title="Submit Articles" href="http://www.articlesbase.com/submit-articles.php">Submit Articles</a> at ArticlesBase.com<br /><br /><strong>About the Author:</strong><br /><p>Michael Hepworth is the StreetSmart Marketer and a <a href="http://www.results-exchange.com/">Toronto marketing consultant</a>, you can receive his free <a href="http://www.streetsmartmarketer.com/">marketing tips</a> newsletter at <a target="_blank" href="http://www.streetsmartmarketer.com/">http://www.streetsmartmarketer.com/.</a></p>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0tag:blogger.com,1999:blog-9184533870644693149.post-69022495807097465482007-05-04T08:55:00.000-07:002007-05-04T11:18:09.069-07:00Creating Successful Direct Marketing Business PlansBy Alex Har<br /><br />There are no shortage of checklists for writing Marketing Business Plans...most of them would include items like:<br />- Describing the customer<br />- Analyzing the market size<br />- Analyzing the competition <span class="fullpost"><br />- Defining the Products features and benefits<br />- Identifying the Products unique advantages<br />- Outlining the Product and Organizations Strengths and Weaknesses<br />- Defining the window of opportunity, in terms of product uniqueness, other strengths the sustainability of such advantages over time.<br />- Designing the operations, work process and measures of performance<br />- Projecting the numbers and the financial statements<br />- Documenting the plan as a guide for implementation and management<br /><br />An essential difference between Direct Marketing and General Marketing Business Plans is that it is essential in Direct Marketing Plans to dissect the total into a number of specified campaigns...each of which defining its own means of reaching out to and winning the targeted customers, and the likelihood of success. If the targeted sales in the Business plan is $10 million and from 50,000 customers, it must be supported by the necessary number of campaigns each specifying its sales and customer acquisition potential.<br /><br />Campaigns allow Direct Marketers to be accountable for their marketing spend. Philip Kotler refers to them as micro-markets which provide a more controlled and predictable environment than the universe. Direct Marketers generally shape their campaigns from past experiences, scientifically testing new ideas as they go along. Projections are always based on past campaigns or where such is not available comparable campaigns. Changes and variations are tested on sample audiences before major investment are committed to rolling out to the whole target market.<br /><br />An effective Direct Marketing Business Plan is one that is able to dissect the total plan into campaigns, defining the risks of each of the campaigns and the tests that will be done where such risks are beyond the prescribed level of tolerance.<br />--------------------------------------------------------------------------------------<br />Alex Har is the managing director of Systems Strategist Pte Ltd. He is a pioneer of Insurance Direct Marketing in Asia and have been involved in such activities since 1985. Alex has his own website at http://www.one1.com.sg </span>Alex Harhttp://www.blogger.com/profile/15221515796538100933noreply@blogger.com0