Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
Browsing:

Tag: Marketing Success

Marketing Success: Easy Calls to Action and Free Post

Woodland Trust 5If you want prospects to act you have to make it easy for them.

The UK based Woodland Trust made this very easy for people reading their recent leaflet.

 

The leaflet was full of easy to digest facts, took people through a logical sequence of pages, and was attractively designed with bold images and great copy.

Filling in the direct debit form was as easy as it could be and a free post envelope was supplied.  Just to ensure the envelope was easily found it had a logo emblazoned on it.

 

For me, the Woodlands Trust is a very worthy charity as is the concept of trees dieing of various diseases and climatic change.  This is further enhanced by superb marketing .. so good I want to shout about it and suggest we all try to emulate it.

 

 

To read more about
the Wooddland Trust’s Marketing Campaign here are the full set of page links   

 

How to Plan the Perfect
Marketing Campaign

 

Marketing Success:
Tug at Heart Strings and Demonstrate Low Cost

Marketing Success:
Provide Facts that Convince

 

 Marketing Success:
From Survey to Signing Customers Up

 

Marketing Success:
Easy Calls to Action and Free Post

Marketing Success:
How to Remind Your Prospects About Vital Campaigns


Marketing Success: How to Remind Your Prospects About Vital Campaigns

Woodland trust newspaper advertKnowing How to Remind Your Prospects About Your Inititiative is a vital part of any campaign.

 

You can spend a lot of time and money getting propsects primed to respond, only to find that something as simple as a phone call interrupts what they are doing and suddenly they stop taking the action you wanted them to complete. 

 

So you need to put in front of them a reminder that pushes them back to your initiative. 

 

This full page Sunday paper advert gets the message over very well.

 

In just four words "Our trees need help" they convey the urgency and detail of the iniative.

 

This has been a superb campaign and well worth considering when planning our own campaigns.

 

 

To read more about
the Woodland Trust’s Marketing Campaign here are the full set of page links   

 

How to Plan the Perfect
Marketing Campaign

 

Marketing Success:
Tug at Heart Strings and Demonstrate Low Cost

Marketing Success:
Provide Facts that Convince

 

 Marketing Success:
From Survey to Signing Customers Up

 

Marketing Success:
Easy Calls to Action and Free Post

Marketing Success:
How to Remind Your Prospects About Vital Campaigns

 

 


Marketing Success: From Survey to Signing Customers Up

Woodland Trust 4Moving casual interest to the "buying" phase requires careful planning.  Calls to action have to be strong but these will never work if you haven't moved them interest into buying mode.

 

The Woodland Trust did this by taking visitors though a survey that predisposed visitors to buying.  This has been covered in the previous post "Marketing Success: Provide Facts that Convince" and the next page they see a very strong call top action .. a monthly direct payment form. 

 

 

The sight of a direct debit form can easily frighten people off .. so it is vital that the previous information has pre-disposed the reader to wanting to part with cash.  The Woodland Trust help this process by stating in earlier pages that the cost is only 9p a day and now drive that message home by adding the statement,  at the top of the form (in a green bar.. the colour for woodlands and go!), Yes I want to protect half an acre of Britain's native woodland.  Note the use of the word "Yes", a word that the previous pages have conditioned people to reply.  They also use emotive language like "Britain" and "native". 

 

 

 

More importantly they use  the word "half".  Who wouldn't want to make such a small gesture .. you aren't even expected to pay for a full acre .. it is just half an acre. It would be petty not to .. wouldn't it?  

 

To read more about
the Woodland Trust’s Marketing Campaign here are the full set of page links   

 

How to Plan the Perfect
Marketing Campaign

 

Marketing Success:
Tug at Heart Strings and Demonstrate Low Cost

Marketing Success:
Provide Facts that Convince

 

 Marketing Success:
From Survey to Signing Customers Up

 

Marketing Success:
Easy Calls to Action and Free Post

Marketing Success:
How to Remind Your Prospects About Vital Campaigns

 


Marketing Success: Provide Facts that Convince

Woodland Trust 3The facts you provide in your marketing literature need to be convincing.  Your prospect needs no reason to doubt them whatsoever.

 

In their recent UK Woodland Survey not only did the Woodland Trust produce a page with very convincing facts about the demise of woods, trees and wildlife.  They then went on to back this up with a survey that provided a series of facts and surveyed opinion about them from the reader. Again the facts, and questions, exerted an influence on the emotions. 

 

Having tapped into the emotions the last question is "Would you consider joining the Woodland Trust and helping us to protects, restore and create more native woodland."

 

Having seen the clear graphics and read the strong copy the answer to this is a "no brainer".  Few people will answer NO.  The answer has to be YES. In the next post I'll show you how the Woodland Trust then leverage that answer to move you to the next phase.

 

In the meantime however let's consider some of the words and phrases that are used to put forward the case for woodlands.  Firstly, quite accurately, they refer to "ancient woodlands" which is a far more powerful concept. And on the page we looked at previously entitled "Marketing Success: Tug at Heart Strings and Demonstrate Low Cost" the headlines convey a powerful message when read without the additional copy.  There are two factual headlines followed by two calls to action …. In fact they are so strong that I'd argue they are imperatives! 

 


To read more about
the Woodland Trust’s Marketing Campaign here are the full set of page links   

 

How to Plan the Perfect
Marketing Campaign

 

Marketing Success:
Tug at Heart Strings and Demonstrate Low Cost

Marketing Success:
Provide Facts that Convince

 

 Marketing Success:
From Survey to Signing Customers Up

 

Marketing Success:
Easy Calls to Action and Free Post

Marketing Success:
How to Remind Your Prospects About Vital Campaigns



feedback_caps.png