Get your customer's attention and give them an incentive to act now!
Your marketing piece should have a clear call-to-action that expresses to the customer exactly how you want them to respond. To implement a call-to-action, simply ask yourself how you want the recipient to react to the piece and include it in the creative and messaging.
A call-to-action can take on many forms. It could be to respond to a personalized URL or generic URL, go to a website, call a phone number, contact a representative, attend a trade show, or go to a retail location. Ask the recipient to act now! Include this call-to-action in an obvious and noticeable location in your creative. Perhaps bold letters, in the headline, or in a star burst.
The call-to-action seems to go hand in hand with an incentive. Infomercials utilize this tactic regularly to get buyers to have a sense of purchasing urgency. Call in the next twenty minutes and receive an additional ______ free! Incentives give the receiver reason to act on your call-to-action. It can be in the form of a giveaway, a discount, a contest, or a free gift with purchase.
Again, you must think like your consumer. Is a free $5.00 Starbucks gift card enticing enough or would they prefer to be entered in a drawing to win a new iPod Touch? Some offers can be pertinent to your business or others can be fun items that you think your customers will appreciate.
In any case, a call-to-action linked to an attractive incentive will give receivers all the more reason to react to your marketing piece.
Amanda Moore
Think outside the box!
This is usually where most of the thought and work goes into a marketing piece, and rightly so. Eye catching, colorful, and meaningful creative will get the receiver’s attention more than a dull piece (but the message will keep their attention).
It is important that the creative reflects your company and what you are trying to advertise. First, you might want to choose a mood for your marketing strategy. If you were to characterize the tone of your marketing, what would you call it: professional, playful, informative, dependable, light hearted, comedic, testimonial? Is complex graphic design going to enhance your piece or might photos help you convey your message more effectively?
Branding is also very essential. The receiver should immediately know who sent the piece and how to contact you for more information. Your company logos, color schemes, and slogans should be prevalent on everything you distribute. It is also helpful to design a campaign around a particular theme, gimmick, character, or slogan that is static in all of your marketing efforts.
Good branding and creative will allow you to build brand awareness and protect your company’s integrity.
Amanda Moore
Frustrated by your marketing?
I can’t generate new leads! My customers have left me for my competitor! They are not buying enough! I can’t seem to gain market share! They are not responding to my mailers! That postcard is too expensive! –My marketing isn’t working!
Everywhere I turn these days it seems that everyone is questioning their marketing. Although there is no sure fire formula that will bring success, there are ways to improve your marketing, enhance your response rates, and see a better return on your investment.
The next few blogs are intended to analyze your marketing efforts and will be presented in six short segments where we will discuss:
• Message and Copy
• Frequency and Timing
• Creative and Branding
• Call-to-Action and Incentive
• Target Audience and Data
• Response Mechanisms
Amanda Moore
