Integrated Marcom Minute
July 2006
You probably already know that changing one of your campaign elements (list, offer, copy or creative) could yield a much better response. Well here's a change that really boosted one client's response and outperformed a previous integrated campaign by 70%! See if it could work for you...
How a new offer boosts response by a whopping 70%!
The 40/40/20 rule still applies.
You already know that a good offer can have a profound effect on your campaign's success. It's the 40/40/20 rule that direct marketers have been using for years: 40% of your response results from the list, 40% from the offer and 20% from the creative.
But what I'm about to tell you really blew the doors off a recent campaign!
It started out as a typical integrated campaign -- banner & print ads, landing pages, email blasts, postcard mailers, trade show, press conference and press release. So I decided to experiment with the offer to see if we could boost response.
More than a boost... more like a catapult!
Instead of offering the typical white paper, we offered a live 30-minute webinar by a recognized industry authority.
Bingo!... that's what the audience was looking for. More people responded to the campaign than previous integrated campaigns that offered a complimentary white paper.
Now that's integrated marcom!
Want to see a few samples? Click the links below.
More next time...
Joan Damico
J. Damico Marketing Communications
(845) 778-5095
PS What's your secret to boosting response? Tell me and I'll feature it in an upcoming newsletter or post your comments to my new Integrated Marcom Blog.
Take a look at the "save time" campaign creative.
Quick note: samples are just for viewing... links within the samples won't work.
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