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Marketing Hints

"Expensive Advertising is Advertising that doesn’t work!", Peter Wild - Manager

Design

Step one - Make an offer too good to refuse!
After establishing the needs and wants of your potential customer, create the need for your customer to buy it from you instead of from your opposition. For products, this could be the value, quality, or convenience of the item, while in a service it could mean fast, friendly or reliable.
Create a hypothetical picture of the best sale/service you can possibly imagine!
Translate this picture to your advertising based on what is feasible and realistic.
Encourage your customer to respond to your sale by putting a finish date to the sale. This also prevents customers from being able to hold you to the sale price long after the sale has finished.

Step Two - Keep it short & sharp!
Write this information down in sentence form and all other information you would like customers to know including your contact details.
After writing the information down in sentence form, cross out as many words as possible without changing the meaning of the sentence or losing any key words. For example, a sentence which reads: “keep it as short and sharp as possible when you are trying to attract someone’s attention to your flyer”  would become .... ”Keep it short & sharp”, when used as a headline or a “call to action”.
Arrange the words on the size paper you would like it to be printed on, writing all the words in the size font you would have them printed in. Keep in mind the first words to be read will either be the largest on the flyer or the top two lines from left to right. Advertising material can sometimes have a life span of just a few seconds. After reading the first few lines. your prospective customer will make a decision whether or not to keep it. While the bright coloured paper and graphics might attract their eye to the flyer, it will be the ‘Call to action’ or the discount offer. that will create the response.

Step Three - Attention to detail!
Check the information thoroughly for mistakes in your address, phone number, prices and sale dates. After giving this information to your graphic designer or printer there is no way of them telling whether or not it is correct. Making a mistake with this information will either reduce or eliminate the possibility of a response all together. You will then be required to proof read via e-mail or fax and sign to approve.

Printing

Step one - Time it right!
A realistic time frame to design, print and deliver your advertising is about four weeks. Count backwards from the date you wish to commence the sale. Allow for response time which is the time between when the delivery period ends and the sale begins.

Step Two - Make it last!
If your flyer is generic, ie it has no sale date, it has a much greater chance of being retained for longer. Coupons can be used to advertise consecutive sales all on the one flyer. DL or postcard size flyers made from card are more ‘user friendly’ than larger flyers as they are less likely to be folded, increasing the chances of being kept. Using magnets will also increase the chances of customers keeping your flyer.

Step Three - Go to print!  - Visit: www.scottmorgan.com.au
Confirm with your graphic designer/printer when your flyers need to be ready by in order to coincide with Pinpoint Advertising’s delivery schedule. Also confirm whether you prefer to have the stock delivered to you, your place of business, to Pinpoint, or if you would prefer yourself or Pinpoint to pick the stock up directly from the Printer.
Printing should not commence until you have proof read your copy, signed it and sent it back to the Printer. Most Printers will insist on this, as they may be liable for any mistakes.

Distribution

Step One - Hit your Target!
Of all the methods of advertising available today, direct mail is one of the most effective ways to directly 'target’ your market. A general understanding of the demographics of the suburbs you wish to cover, is all you need. Pinpoint  Advertising can also offer FREE advice.
Choosing the right delivery method to suit your business can be critical.

Pinpoint Advertising Delivery Options

Blanket - Completely covering all the maps in all areas.
Target - Selecting maps within towns based on their demographics.
Rotate - Rotating delivery to maps or towns (e.g. monthly to suit your budget)
Alternate - Alternating between selected towns or maps in proven ‘high yield’ areas.
Repeat - Delivering to the same areas intermittently (e.g. monthly in ‘high yield’ areas).

Step Two - Monitor your response!
Direct marketing campaigns are often run in conjunction with other forms of advertising such as TV, Radio or Newspaper. It is important to separate the response from each form of advertising to determine their individual success for future campaigns. This can be done by using coupons or a separate contact number to identify the source of the response. You can also identify exactly which areas your response came from by using a different colour paper for each suburb or a different coupon offer. The success of an advertising campaign is often judged on the initial response. (ie New customers or sales based on discount coupons collected during the sale). If the initial response then fails to recover costs, it can sometimes be deemed a failure.

When judging the success or failure of a campaign you need to include all of the following:

Initial response - The response received before or during a sale, or within the first week after the delivery of flyers into mail boxes.
Ongoing response - The response received after the initial response, producing sales which relate directly back to your flyer delivery.
Repeat sales - From customers who responded to the original campaign.
Word of mouth - Generated by satisfied customers from the original campaign.

Step Three - Copy Success!
Testing your offer can be done on a small scale at first, however once you are satisfied with the response rate, it is then advisable to do a ‘Blanket’ drop to establish the ‘high yield’ areas.
After monitoring your response and establishing 'high yield’ areas, you then need to decide how often to repeat the offer. This will depend on how often a typical customer buys your product or uses your service. It then becomes a matter of copying success!



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