Marketing's Purpose:
To reach customers and compel them to purchase, use and repurchase your product.
All the clients care about is their own needs and wants -- you must show/tell them that buying, using and repurchasing your product is in their best interest.
i think of this as convincing them of an obvious truth.
i especially like a well planned target audience.
Typical Customer Response Rates:
full page magazine ad 0.05% to 0.20% of circulation
letter via mail 0.05% to 5.00% of names mailed
telephone call 0.75% to 5.00% of names called
faxed letter 2.00% to 10.00% of names faxed
Tools for Influencing Customer Perceptions and Purchases:
banners/flags, coupons, event sponsorship, packaging, publicity, telemarketing, billboards, direct mail, gifts, point of purchase displays, radio ads, TV ads, contests, discounts, in-store advertising and events, print ads, signs
Hooks:
- often based on new info
- makes the new info relevant to client interests
- catch attention with surprise
- promise benefit
Generating Ideas:
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