Volume
1, Number 3
September 2007 Quick
links
Special
Promotional Offer
Company
Mpell Solutions For Sales Support: For Marketing Support: For Redemption Support:
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 In
This Issue:
1. Maximizing the Value of
Your Advertising
How
do you maximize the value of your advertising? The
three pillars of effective advertising are the creative,
the list, and the call-to-action. Each one can be the
weak link in your response rates. To complicate matters,
there are often different suppliers offering different advice
on each. The best marketing campaigns integrate these
elements and regularly deliver 2-3x the advertising response
rate
When do promotions make sense? Promotions
make sense when you need to differentiate your offering from
your competitors or create a special call-to-action. And
again, either one can be the weak link in your response rates. When
your competitors are offering 25% off or a free month membership
or waived service charges, then you need to do something
different. The fact of life is that there is very little
differentiation among companies in mature industries. What types of promotions are most effective? Tiered
offers deliver the greatest advertising value. For
example, a large consumer bank offered an iPod nano for new
checking accounts. The fine print narrowed eligibility
to premium checking accounts which historically represented
only 20% of their new accounts. The promotion delivered
by increasing both premium accounts AND basic checking accounts. For
our September special, we are now offering certificates for
the new iPod nano!
Here
are some examples of how promotions can help to retain your
best customers:
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