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Print Marketing

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Print Marketing Tips and Tricks

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Print Marketing

  1. 1. Presented by Lindsey Fair
  2. 2. Attrraction  Bait the hook  Emotional  Call to Action Conversion  Informational  Benefits vs Features  Call to Action
  3. 3. DISTRUBTION flyers publications point-of- mail purchase
  4. 4. 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%
  5. 5. 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+.
  6. 6. TIPS YOU FOCUS HEADLINES / BODY COPY COLORFUL VOCABULARY BENEFITS VS. FEATURES NARRATIVE message
  7. 7. GOAL OF MESSAGE THE GOAL OF EVERY WORD YOU WRITE: RESPONSE WHAT AM I SELLING? TO WHOM? WHAT DO I WANT THEM TO DO??? message
  8. 8. THE HEADLINE message
  9. 9. THE BODY message
  10. 10. the AIDA principle
  11. 11. stripper
  12. 12. benefits
  13. 13. emotional
  14. 14. logical
  15. 15. moral
  16. 16. empathy
  17. 17. competition
  18. 18. question
  19. 19. CONCENTRAT ION Small space w/ single large element will get more attention.
  20. 20. COHESION Headline, picture, caption, body, offer, terms should lead to each other rather than to the outside of the ad
  21. 21. CONTRAST Must stand out but with balance
  22. 22. CONVECTION UX flow • 35-45 character columns • drop capitals to start body • use captions • use subheadings • direct to offer at every opportunity

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