Sunday, April 28, 2013

RSVP, in english please. (1/5 - Things to Remember for a National Ad Campaign )

While the title is catchy, it really doesn't speak directly to your targeted reader.  I would recommend you re-do the title to something shorter and more pointed to your reader.  Maybe something like "Not Deeply Understanding your Target Markets = Risks and Failures"  Or something like that.

Now, remember we are speaking with a very sophisticated but time compressed audience.  So we need to immediately get their attention and quickly move to your studies.  Therefore, your opening paragraph should be  2 short sentences focused on engaging the target reader and then establishing your expertise on the topic.  I would recommend starting with something like:

While agencies "preach" target markets, the explosion of social, mobile, and web touchpoints makes it imperative to really understand who they are and where they go to get information.  As a graduate student in the Northwestern Medill IMC marketing program and an executive with XXXX agency, I have been researching some of the perils of marketing in today's more complex marketplace and have found two articles which offer guidance and directions agency managers need to know.

Now, don't start with step 1 but start with the research.  I would start by discussing the Year of Mobile.  Cite the author and have another link to their site.  Tell the reader about the article in a single paragraph to highlight the key findings from the article.  Keep it short.  Avoid personal stories but keep your analysis of the article in a natural voice...which you are using very well in this document.

PS, one other thing.  It looks like this is a typewriter font.  I would change it to something which looks more modern like Ariel or another newer font.

Step #1 - Know your audience, determine the media, speak their language and they'll respond.

The various media outlets we have at our disposal today allow marketers extraordinaire to e-eavesdrop on our customers.  Finding out where your customers "are", what they're talking about and how they like to communicate are the keys to getting the RSVP you're looking for.
You really don't need the RSVP theme.  Start with the first article.  It looks interesting Don't you hate it when you send out 50 invitations, 5 people respond and 55 people show up? Me too.

Before you lick the stamps and mail the letters figure out who your customers are and THEN invite them to the party.  I manage several national ad campaigns during daylight hours and find it so easy to jump to " The Year of Mobile " when a client asks how they can expand their reach.  I've seen presentations from partners on geo-fencing and call transcription services and these are natural ideas to jump to.  Everyone wants to be invited to the party, right?

Perhaps a mobile campaign IS the right way to go.  Companies like xAd offer both search and banner options that may fit your clients' audience and there are many reasons for a "why wouldn't you do it?" argument...but...getting back to the RSVP...where are your clients? what are they talking about? and, how are you going to get their attention?
While personal stories are interesting, either make this your second article or drop it.  It makes the blog too long and more difficult to read. I was recently involved with a client who conducted a trial with CityGrid for several months.  Previous to this test they believed that their B2B model wasn't a match with advertising on an interactive network, but much to their surprise, it is now their top converting platform with conversion rates in double-digit excess of their other efforts.  Why?  Well, it turns out that people who are faithful CityGrid users (, etc.) are the same customers our client is looking for.  They like food, they like eating and apparently they like reading advertisements while they're at it.

It isn't a novel concept, I know.  But I'm a bit of a traditionalist (and, yes, I keep Emily Post on hand).  Once you find your guests and pick out the best invitation, attract them with a message that sounds like them (skip the photos of your dinner/cocktail/dessert please).  They want to know about how awesome the party is going to be, and how going to the party will do so much for their social status.

Cutting-edge technologies and new media platforms can drive insane results...or, they can fail to provide any calls, clicks, emails, "likes", pokes or tweets because your customers aren't there [yet].  Stay tuned for steps 2/5 of Things to Remember for a National Ad Campaign...and remember, know your audience, determine the media, speak their language and they'll respond.
This should be your second article.  Structure the blog to have the first article, the graphic, and then the second article assessment.  Tell the executive what you want him/her to understand from the article.  If you like it, they will like to know what you found. This post was written by Christina Kellman - Interactive Strategy

After the 2 sentence intro, the second paragraph on article one, the graphic, the third paragraph on article two, now you are ready for the action items.

Start with something like "From these two articles and my studies at Northwestern, here are three action items I recommend you initiate.

THEN, give them 3 bullet points.  They most be short [2-3 words] and really memorable.  Draw them from the two articles.  After each bullet point, you can put a dash and then a single sentence of explanation.  No more than that.

THEN, give us a great, short summary paragraph.  1-2 sentences.  Encourage the reader to act on the three action items and tell them the benefit.

Then you have your personal paragraph.   Try this format and, when you are happy, publish it and let's get testing.

Christina Kellman is an Interactive Media Manager in Orange County, CA. In addition to her active role with the agency, she is in the midst of obtaining her master’s degree in Integrated Marketing Communications at Northwestern University’s Medill School. Want to Follow her on Twitter?

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