TARGETED

Advertising

Promotion

Public RelationSponsorship

Event

Direct

Digital/Online

Retail/shop

Apa itu Direct Marketing?

Offering products and/ or services from producers or service provider directly to potential customers, using databases, direct mail, demonstrations, phone sales etc – small business directory

Direct marketing is a database-driven process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels – direct marketing association

Apa itu Direct Mail?

A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience – entrepreneur.com

Why Direct Mail?• It’s personal – one to one marketing• Allows you to target with precision• You get an immediate response• You can track your return on investment precisely• It's something you can touch and feel— it hangs

around

Basic rules before writing copy

Ask yourself these questions :1. What am I selling? (know your product/service)2. Who am I selling to? (know your prospect)3. What do I want my prospect to do? (know your objective)

What Makes Good Direct Mail1. Targeting :- Data- Customer insight

2. Offer- Compelling- Relevant

3. Creative- Reflect customer insight- Unique

4. Call to Action- Announce, repeat, tell ‘em again- Clear, identifiable, easy to remember

5. Personalization- Reflect customer insight- Make them feel special

Direct Mail Anatomy

Outer envelope, or carrier

Response/order form

Brochure

Letter

Lift Letter

But it can also be a simple postcard only

Direct Mail - EnvelopeOuter envelope is the 1st impression to get your reader ATTENTION

The main goal is to make them OPEN the mail

An outer envelope copy can: a. Make a challenge Reveal the mysteries inside if you dare...

b. Sense of urgencySpecial offer for limited time only!

c. Start a storySomebody trapped Inside!You’re in command. What would you do?

c. Sound an alarmConfidential Vulnerable material inside

d. Flatter your reader.Special VIP Privileges Special invitation for a special person

e. Highlight a special offer or premiumYours to Examine for 14 Days Free Get the extraordinary offer 70% discount

Direct Mail – Response

- It must be as clear and simple as possible. - It must include instructions to show the respondent what

to do. - If it’s a response form (response dalam format form) - It

must be easily identifiable as the response form.

Response is the end goal of every word you write.

Direct Mail – Type of Response

Response can be given via :a) Direct mail – postage paid response envelopeb) Website – sign up at www.campaignname.comc) Phone – call 0800-1111 to join the promo now

Type of response :a) to place an orderb) request more informationc) make an advance reservationd) fill out a surveye) indicate their preferencef) accept a trial issueg) Take a shot at winning a million dollars in a sweepstakes.h) join membership

Direct Mail – Response Form

Sample copy to identify a response form title

Formulir Pendaftaran MemberFormulir Berlangganan

Discount InvitationFree Book CertificateReservation CardClaim Ticket

Direct Mail – Response Form

Direct Mail – Response Form

Direct Mail – Letter

-Promise your most important benefit in your headline or first paragraph.- Tell the reader specifically what he or she is going to get. -Back up your statements with proof or endorsements. -Tell the reader what he or she might lose by not taking action. -Rephrase your prominent benefits in your dosing offer. -Incite action Now (CTA)

Source : Successful Direct Marketing Methods

a) Always write your letter as though you are writing to one person. b) Talk more about "you" than "me. c) Be personal – personalized nickname, signature at the end, handwriting font. Making them feel special

Direct Mail – Letter

The offer lead : for particulary strong offer i.e magazine publiser offering a free 3 month trial

The flattery lead : A Private Message To a Very Special Person.

The narrative lead : copywriter must develop a story that draws prospects in and serves as a platform for the selling statements that occur later.

Direct Mail – Letter

Not intelligence or talent or dedication. But the use of knowledge

An Investment In Success I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you

will find The Journal always interesting, always reliable, and always useful.

Direct Mail – Brochure

a place to describe your product ,service or social cause in even more detail : product spec, picture, diagram, story of a social cause etc

A brochure can: a. Present testimonials.b. List product features.c. Restate terms of offer.d. Announce deadlines.e. Show your product in action (through exciting images)

uses headings, subheads, captions, sidebars, and other

devices to allow skimmers (mereka yang membaca sekilas)

to get the gist of the sales story..

Direct Mail – Lift LetterThe lift letter creates another opportunity

to reiterate or reinforce the sales message.

A lift letter can: a. Present an additional benefit.b. Argue against a negative response.c. Provide authoritative confirmation.d. Tell an inside story.e. Repeat testimonials.

Direct Mail – Lift Letter

Direct Mail

Good thing you arecovered

Direct Mail

Canadian Sea Turtle Networkawareness about the endangered turtleResponse : click on the website

Direct Mail

awareness and fund of LifeLine (org that support victims of permanent injuries in

bomb attack at Colombo)

Direct Mail

toy soldier :crete awareness & support UNICEF soldier program - children in Africa

Direct Mail

Direct Mail

Direct Mail

to get people buy at webshop and help children in need for education

Direct Mail

Direct Mail

AIG insurance – protect artifacts & antiques

Direct Mail

raise awareness about the threat of shark extinction, centered on “finning” – a practice in which the shark is caught, their fins cut off and the rest of the animal thrown back to the sea.

Tugas

Ciptakan komunikasi menggunakan media direct mail dengan brief berkut :

BRIEF PILIHAN KE- 1 :CAMPAIGN: GNOTA –Gerakan Nasional Orang Tua Asuh

TARGET : Youth 19- 25 years old

DESIRED RESPONSE : mengajak target untuk mendaftar menjadi orang tua asuh untuk membantu pendidikan anak Indonesia dengan mengisi response form yang terdapat di dalam Direct Mail

Tugas- Background GNOTADespite the government program of “Wajib Belajar 9

Tahun”, there are still 700,000 children every year that cannot finish

their school education due to their economical condition.The government has taken some actions to overcome

this, one of that is by initiating program “Bantuan Operasional

Sekolah” (BOS).Few perhaps know that “BOS” is subsidizing the school

operational cost, the infrastructure and teacher allowance. But

student still has the obligation to pay for their personal school utensils e.g.

books, stationeries, uniform and shoes which sometimes become

the obstacles for them to even attend the class. GNOTA as an independent institution is here to overcome

this situation by initiating gerakan orang tua asuh that

generates and distribute funding to help the student.

Tugas- Background GNOTA

Gerakan Nasional Orang Tua Asuh (GN-OTA) is a national movement that awake, leverage and nurture the awareness and participation of Indonesian people to become a foster parent to support the Program Wajib Belajar Pendidikan Dasar 9 Tahun.

Education cost per child :

Rp 180.000/annum for children in elementary school/of equal

level

Rp 240.000/annum for children in junior high school/of equal

level

More info about GNOTA : www.gn-ota.or.id

Tugas

Ciptakan komunikasi menggunakan media direct mail dengan brief berkut :

BRIEF PILIHAN KE-2 :CAMPAIGN: WWF - GLOBAL WARMING EARTH HOUR

TARGET : Youth 19- 25 years old

DESIRED RESPONSE : mengajak target untuk menjadi volunteeer dalam program Earth Hour dengan mengisi response form yang terdapat di dalam Direct Mail

TugasBentuk tugas :- Ide kreatif direct mail dalam bentuk copy & visual (paling

sederhana dgn sketch). Mulai dari envelope, letter, response form, gimmick etc yang menurut kamu sesuai dengan target

- Rasional dari kreatif

Remember :- Menulis copy yang sesuai dengan target audience- Mempertimbangkan best practice direct mail yang sesuai

dengan target audience- Response is the end goal of every word you write

Yang pasti sekreatif mungkin

Ada Pertanyaan?

Tugas diupload di blog paling lambat Jumat 19 Feb 2010