Funmarketer Tip of the Week

We marketers understand that integrated marketing is rapidly evolving. Twenty years ago integrated marketing meant tv, print, and radio, with perhaps a dash of billboard advertising or a direct mail campaign tossed in. While the concept of enveloping the prospect with multiple media channels continues to be vital, the mix has changed. Today we are more more likely to engage paid search coupled with strong search engine optimization techniques on our websites, and couple these with direct-response mail, radio or TV. Social media such as Facebook or MySpace or LinkedIn campaigns are what is likely to be layered on just to see what happens.

But the basics remain the same. So many times I see marketers using the latest internet tools to run campaigns that include the most basic elements — like an offer! Including a strong offer in a marketing campaign should be a “must-do-item” on anybody’s checklist. But obviously, it’s not. The first time my wife and I refinanced our home (many years ago) we received a horrible, one page photocopy letter in a plain envelope. It was the most pathetic piece of direct mail creative I have seen in my life.

It worked. We called the company, set up an appointment, and refinanced our home.

Why did it work? Right offer and right audience at the right time.

Would that lowly piece have won out if there had been three other dynamite mail pieces arriving that day in my mailbox at the same time? Probably not. Yes, good creative and good copy writing is important — hey, I make a living that way. But the most valuable service I ever perform for a client is making 100% sure they include a compelling offer in their marketing. If I haven’t done that, then I am letting them down.

Yes, sometimes clients don’t take my suggestions, or bury the offer under the ‘brand’, but I can sleep in clear conscious if I’ve told them they need to have a offer.

Speaking of the basics, if any of you need a refresher, Strunk and White’s The Elements of Style is always a classic. I bought my first copy back in 1979, and have now just purchased my 2nd.

Funmarketer Campaign Idea of the Week

This photo would work good with any product for stress relief, health, or skin revitalization. Here’s a possible headline:

Headline: Need a Break? Try a 30 Minute Soothing Eye Treatment at Acme Spa and
Facials
iStock photo #492773

If you have any other comments or ideas, feel free to respond or give me a call at 402-423-2444.

Thanks and Be Well.
Craig.