| A
successful marketing campaign needs
certain elements to be successful. The
following information will help you to
develop a successful marketing campaign. 1) Establish a
feeling of urgency for the buyer.
Basically tell your customers, "You
need to sign up today because it will
make you reach your goals." Don't
tell your customer the offer will still
be as good tomorrow; they must buy today!
Urgency! Study how successful ads make
the customer act now. Remember the X10
Spy Cam advertising campaign? They always
had their website set up with a deadline
for a special deal. Something like that
is easy to program and will eventually
urge the customer to sign up today. Don't
over do it - use this tactic for a week -
then switch to something else. Rotate
these marketing tools. Start looking more
closely at the marketing vehicles (email,
letters, postcards,) you receive yourself
every day, and you'll begin to see that
effective marketing always gives you a
reason to act now.
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| 2) Show
a list of benefits if the customer signs
up with you. There must be a list of
benefits to make him sign up. Will you be
smarter using your services? Will he get
more visitors? Will your server be better
than the competitions hardware? Will your
business help to make the site more
successful? Or make him richer, or
healthier, or faster? Focus on the
client, not the advertiser. Most benefits
need to be skillfully integrated into the
ad. It is a waste of time and money in an
ad or on your website if you don't work
in benefits and present them properly. 3) Call to
Action: Tell them what they must do to
get it. Don't assume that your prospects
and customers will figure out how to get
what you are offering. They won't do your
work for you. So, go ahead and tell them
what to do. If they have to call you to
get it, then tell them to call (to call
you now!). If they have to write or drop
a post card in the mail, or fax something
to you, then tell them clearly and in
words easy to understand. The point is to
make it as easy as possible for your
target customer to do what you want them
to do. People don't like to do anything
that is going to take work on their part.
Make it as easy for them to respond as
possible, or they won't = no good results
for you.
3a) Do
it again: You have to (must) tell
customer what to do (to sign up with
you). Tell your customer to order now
(this moment). So many ads assume that
the customer will guess to fill out the
contact us form, email you, or telephone
for the information, or product. Tell the
customer what to do. Provide the customer
on how to respond today in several ways.
As more options you can offer, the better
will be the results.
4) Plan
your advertising calendar and campaign
several months in advance. Failure to
plan advertising in advance will waste a
lot of your money. Rush charges, poor
design, rate increases, poor creative and
poor copy are common results of failing
to plan in advance. “I didn’t
have enough time”, “I was under
the gun to get this placed”, are
common phrases heard under rushed
circumstances. Take a blank calendar and
fill in the days, months, or quarters to
advertise to your target markets. Figure
out the number of ad insertions that will
make sense and negotiate a contract with
the various media suppliers (e.g. local
newspapers). Book banner web space on the
important website early in advance.
Prepare your website with a special
landing page for the expected visitors.
5) Test
your banners and your ads. Only by trial
and error will you be able to set a
baseline as to the best response rates
for your ads and banners. It is very
important to maximize response for the
amount of dollars spent. Sometimes
re-phrasing text or adjusting the ad
layout can make the difference between a
low or just average response and a great
success and high ROI (Return on
Investment). You will need to find out
what works best for your business. After
you find this out, you’ll want to
stay on course and base future
advertising campaigns on the success of
the old one.
6) Avoid
misleading or dishonest advertising in
hopes of converting duped readers/website
visitors into using your products or
services. Honesty and integrity are the
primary key to repeat sales and repeat
business. If you have to trick your
audience to get their attention, you will
have a very hard time keeping their
attention and their business if they sign
up at all.
7)
Running On-(Web)Site Events. Running
events on your website is an excellent
way to encourage repeat traffic and
repeat visitors. You'll want to begin
running events once traffic from your
site launch begins to fade. Examples
include contests, games, on-line
interviews, chat sessions and maybe even
audio broadcasts. Do the things your
competitors don't do.
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