Thursday, September 08, 2005
Coordinated Multiple Medium Campaign For The Holidays
Build Anticipation and Eliminate Mixed Messaging
Use Multiple Medium Campaigns
Each marketing vehicle or media has its own strengths and weaknesses. Utilizing each marketing medias’ strengths in a coordinated campaign can greatly improve a marketing campaign's effectiveness.
I am just going to focus on e-mail in this article.
Here are some of e-mail’s key strengths that can support traditional direct marketing:
- Targeted Detailed segmentation and personalization facilitates one-to-one messaging. Use these strengths to send highly targeted valid messaging in sincere, personal approach.
- Timely Most recipients will receive the message within hours of it being sent.
- Efficient and Cost Effective E-mail can touch more people more frequently at a lower cost.
- Responsive and Actionable With e-mail, a call to action can be acted on immediately. A purchase is just a click away as opposed to a printed or broadcast marketing medium, wherein the customer is highly unlikely to have the ability to take immediate action. This makes e-mail marketing very potent as a marketing vehicle. The e-mail delivers the message as well as the vehicle for taking immediate action.
Build Anticipation
If you are sending a holiday catalog or brochure through traditional mail, they probably account for a significant percentage of your annual marketing budget. Inevitably, many will be thrown away without so much as a glance.
To rise above the noise of the flurry of printed catalogs, brochures, and other direct mail media, schedule an e-mail campaign to arrive before the first mailing, notifying people that the catalog will be arriving. Use your e-mail campaign in a way that fosters significant anticipation. That way they'll look for it to arrive with heightened awareness and greater anticipation. Customize the message with highlighted items, offers, and promotions that may be of particular interest to groups or categories of your recipients.
Responsiveness and Follow-up
We've all experienced receiving offers and promotions we want to take advantage of. Inevitably, we miss our opportunity to cash in on great offers due to our modern day hectic lifestyles especially during the holiday season. Count on this to be the case with many would be customers. Schedule an e-mail soon after your printed campaigns last in-home date or shortly before your offers expiration date to encourage people to follow through on their good intentions. Use the strength of online ordering or purchasing, and enable the same offer on your e-commerce Web site. If you don’t have one, get one! And always include links in your e-mail that gives a time sensitive call to action and the resulting conversion to a sale.
Expanding Reach
Maximizing your (ROI) by balancing the number and demographics of recipients with cost per piece is a well-established practice in traditional direct marketing. Integrating e-mail adds another dimension to the mix.
Broaden a campaign to a larger number of recipients using e-mail's cost-effectiveness and precision. Increase focus on key segments by combining print only, e-mail only, and print plus e-mail to further improve campaign effectiveness.
Crossover
When running multiphase campaigns, enable crossover between media. Make use of user preferences. For instance, ask people which medium they prefer. Apply business rules based on behavior and implied preferences. If an e-mail address starts bouncing, switch that person to print. If she doesn't respond to print, send her e-mail.
Testing and Gradual Improvement
Use e-mail to rapidly and cost-effectively test different offers and promotions. Use split testing or A-B testing to zero in on a message that gives the best results. Pay Per Click campaigns are another venue for rapid split testing to achieve the desired ROI. Over time, using these testing methods will increase your marketing effectiveness. Although short term improvements may be small, over time these small improvements result in significant improvements in your marketing campaigns. Once you have a winning e-mail campaign, use it for your print campaigns as well. However, remember that switching to another medium introduces a new variable, which can throw off test results. To minimize this outcome, use this technique for factors that are less affected by presentation. You can also use sample groups to pretest and identify variances in the response rates between print and e-mail campaigns.
Tracking Results
Evaluating success requires campaign result to be tracked and analyzed. An e-mail supporting a catalog may not meet your standard response requirements on its own, but its effect on catalog sales may be significant. Similarly, a postcard to a person whose e-mail is bouncing may not produce the direct marketing return on investment normally required.
Start Planning Now!
If your holiday campaigns aren't well under way yet, get started now! And as you plan your holiday campaigns, look for new ways to integrate your media. Play to the strengths of each, and respond to recipients' preferences (both explicit and implied) to improve the customer experience and maximize your overall success.
Best Regards,
Mike Larsen
Wednesday, September 07, 2005
10 Killer Profit Boosters
Pick of the Day:
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www.retreatsalonspa.com
Wow, graphically this site rocks. I signed up for their newsletter which was equally nice.
Now I know that a pretty Web site isn’t required to rank well in the search engines, but when it comes to conveying a professional image, your Web site can make the difference. If you are in the process of designing a website or having one designed for you, you should really take a look at this site.
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1. Gain an advantage over your competition. You should find one benefit your competition doesn't offer and use it as your main selling point.
2. Design your e-zine so it creates multiple free advertising streams. Ask readers to forward it to people they know, offer ad trades, etc.
3. Allow your visitors to subscribe to an update e-zone. Anytime you make changes to your web site they can receive an informative e-mail.
4. Focus your articles on information the targeted readers and e-zone publishers want. They will get published more often, which means free publicity.
5. Use problems to attract online traffic. Find a common online problem and use your web site to solve it. People will visit and see your ads.
6. Have an informative FAQ page at your web site.
Anticipate questions your prospects or visitors may have; this will help improve your sales ratio.
7. Improve your negotiation skills. This'll improve your business because you're always negotiating ad swaps, supply prices, joint ventures, wages, etc.
8. Beat your competition by giving away a similar product or service that they charge for. It could be add on products, warranties, servicing, etc.
9. Build a larger online community by giving your visitors bonuses for participating on your message boards or chat rooms. Try free products, ads, etc.
10. Instead of starting an affiliate program, start a referral program. Give people discounts and free products for referring people to your site.
Quote of the Day:
"Practice is the best instruction of them all." -- Publilius Syrus
Warm regards,
Michael Larsen
10 Important Things To Tell Your Prospects
Site of the Day
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1. Tell your prospects that you offer free delivery.
This may cost a little money, but, you will gain the extra customers to make up for it.
2. Tell your prospects that you offer a lower price.
If you can't afford to offer a lower price you could always hold the occasional discount sale.
3. Tell your prospects that your product achieves results faster. People are becoming more and more impatient and want results fast.
4. Tell your prospects you've been in business for a longer period of time. People think if you've been in business longer you have more credibility.
5. Tell your prospects that your product tastes, smells sounds, looks, or feels better. When you target the senses you're triggering human appeal.
6. Tell your prospects your product is compact or light. People may want to take the product on a trip or don't have much room where they live.
7. Tell your prospects that your product lasts longer.
People don't like to spend more money purchasing replacement products all the time.
8. Tell your prospects that your product is easy to use. People don't want to buy a product that they have to read a 100 page instruction manual.
9. Tell your prospects that your product has better safety features. People want to feel safe when they use your products.
10. Tell your prospects that you stand behind all your products. People want to know that you back- up any claims you make about your product.
Quote of the Day:
"If a person gets his attitude toward money straight, it will help straighten out almost every other area in his life." -- Billy Graham
Warm regards,
Michael Larsen
Tuesday, September 06, 2005
10 Hypnotic-Like Sentences That Sell Like Crazy
Tell your readers what they are probably thinking, feeling or doing as they read your ad copy. This strategy will usually trigger their own subconscious mind to bring out these feelings or actions.
You can add these sentences into any ad copy. You may have to change one or two words so it relates more to the product or service you're selling.
1. As you keep reading this ad copy, you are feeling more and more compelled to experience all the benefits of our product.
2. The more you understand just how valuable our product could be to your life, the less you think about delaying this important purchase.
3. After you read this short ad you will feel like your problems are almost completely solved, all you will have to do is order.
4. As you're skimming through this, you're beginning to think you have nothing to lose and everything to gain by trying out our product.
5. As you're scanning over this ad copy, you are beginning to imagine using our product and enjoying all the benefits it brings.
6. The more you keep reading our ad the more you feel it would be a waste to let this opportunity slip by.
7. The more you review our ad the more you begin to find yourself getting very excited about our product and starting to feel the urge to buy now.
8. You don't know it yet but, at the conclusion of this ad, you will feel driven to order and experience all the benefits of our product.
9. You don't realize it yet but, in a few short minutes you'll realize that you can't put off this vital purchase and then you'll be yanking out your credit card.
10. As every word you read travels from this ad to your brain, you start to understand just how much our product could benefit your life.
Quote of the Day:
"Don't be too busy earning a living to make any money." -- Joe Karbo
Warm regards,
Michael Larsen
The Home Biz Pro
You can add these sentences into any ad copy. You may have to change one or two words so it relates more to the product or service you're selling.
1. As you keep reading this ad copy, you are feeling more and more compelled to experience all the benefits of our product.
2. The more you understand just how valuable our product could be to your life, the less you think about delaying this important purchase.
3. After you read this short ad you will feel like your problems are almost completely solved, all you will have to do is order.
4. As you're skimming through this, you're beginning to think you have nothing to lose and everything to gain by trying out our product.
5. As you're scanning over this ad copy, you are beginning to imagine using our product and enjoying all the benefits it brings.
6. The more you keep reading our ad the more you feel it would be a waste to let this opportunity slip by.
7. The more you review our ad the more you begin to find yourself getting very excited about our product and starting to feel the urge to buy now.
8. You don't know it yet but, at the conclusion of this ad, you will feel driven to order and experience all the benefits of our product.
9. You don't realize it yet but, in a few short minutes you'll realize that you can't put off this vital purchase and then you'll be yanking out your credit card.
10. As every word you read travels from this ad to your brain, you start to understand just how much our product could benefit your life.
Quote of the Day:
"Don't be too busy earning a living to make any money." -- Joe Karbo
Warm regards,
Michael Larsen
The Home Biz Pro
10 Amazing Product Selling Formulas
1. Sell your products at a wholesale price to retail web sites. You could sell them individually or in bulk.
2. Set up joint ventures with other businesses to sell your product to new customers. They can introduce it to their customers for a set price.
3. Allow other web sites to sell your product for a set commission. They can take a percentage of the sale and send you the rest of the order to drop ship.
4. Sell your product through an affiliate program.
You just pay people a set commission for each of their sales or click through.
5. Sell the rights to reproduce your product.
You could sell them straight out for one price or collect royalty payments from each sale they make.
6. Set up a cross promotion deal with another web business. Allow them to sell your product as a back end product to their existing customer base.
7. Sell your product in a package deal with other web businesses. You can both advertise it and split the profits.
8. Rent your products out for a set period of time.
It's like selling but, you get the products back to rent again.
9. Allow people to subscribe to your products. It works best when selling info products, services or memberships.
10. Allow people to lease your products. It's like renting them but they have the option of buying at the end of the lease.
Quote of the Day:
"It is not how much one makes but to what purpose one spends." -- John Ruskin
Warm regards,
Michael Larsen
http://www.homebizpros.com
