Stefan Drew - The Marketing Magician

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Stefan Drew - The Marketing Magician
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Marketing Success: How to Remind Your Prospects About Vital Campaigns

Knowing How to Remind Your Prospects About Your Initiative is a vital part of any campaign.

 

You can spend a lot of time and money getting prospects 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



Marketing Success: Simplicity, Segmentation and Timing Are Powerful Marketing Techniques

How to plan the perfect marketing campaign

 

Some of the UKs environmental charities demonstrate superb marketing strategies and techniques.

One of these is the Woodland Trust, which is a charity that cares for Britain’s ancient woodland and trees.

 

Learn their superb marketing techniques by reading the rest of this post.

Britain’s trees are in the news at present.  Dutch elm disease devastated the landscape some years ago and now there is a fungus attacking Ash trees.  Prior to that, and still current, are problems with Oak trees.

 

So how is the Woodland Trust using marketing to address environmental disasters?  

 

Superbly is the short answer and in the next 5 posts I’ll show the techniques they are using.  These are all techniques any business can also employ.

 

How to perfect a simple marketing campaign to achieve success

 

This is the essence of the Woodland Trust plan: –

 

1. On 24 Oct 2012 at 08:29 the Woodland Trust issued a media release entitled “Chalara ash dieback confirmed in mature woodland.”
 
This hit the national press and was covered in papers, on radio and TV.
2. They also sent out a mailshot to carefully targeted households across the UK.  The mailshot was a superbly crafted document that gave the facts, sought information via a survey and then encouraged membership of the Woodland Trust.
 
3. On Sunday November 4th 2012 they reminded people of the plight of woodlands with an advert in the national press.
 
The whole campaign is simple, well designed and timed and segmented to perfection.
 

Well designed marketing documentation

 

The cover of the document sent to selected householders is simply but well designed, – you can enlarge the picture above by clicking on it. 
It has lots of white space,  bright colours and eye catching images and a simple title and message. It obeys the AIDA rules of advertising and virtually compells you to open it and read more ……
 
 
Over the next few days I’ll continue my analysis of the campaign that in my opinion created the perfect storm. Watch this space to learn how you can emulate a perfect marketing machine in action.

 

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

 


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