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Print Marketing Tips and Tricks
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Presented by Lindsey Fair
Attrraction
Bait the hook
Emotional
Call to Action
Conversion
Informational
Benefits vs Features
Call to Action
DISTRUBTION
flyers publications mailpoint-of-
purchase
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%
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+.
TIPSYOU FOCUSHEADLINES / BODY COPYCOLORFUL VOCABULARYBENEFITS VS. FEATURESNARRATIVE
message
GOAL OF MESSAGETHE GOAL OF EVERY WORD YOU WRITE: RESPONSEWHAT AM I SELLING? TO WHOM? WHAT DO I WANT THEM TO DO???
message
THE HEADLINE
message
THE BODY
message
the AIDA principle
stripper
benefits
emotional
logical
moral
empathy
competition
question
CONCENTRATIONSmall space w/ single large element
will get more attention.
COHESIONHeadline, picture, caption, body,
offer, terms should lead to each
other rather than to the outside of
the ad
CONTRASTMust stand out but with balance
CONVECTIONUX flow
• 35-45 character columns
• drop capitals to start body
• use captions
• use subheadings
• direct to offer at every
opportunity