And Key Charts

Newspaper Magazine Advertising Checklist 41 Invitation Invitational Bulletin Checklist 76 Mailing Cost Testing and Budgeting Formula 106 Yellow Pages Advertising Checklist 172 Basic Internet Advertising Checklist 221 Publicity Public Relations Checklist 245 Media Creative and Production Checklist 260 New Display Construction Checklist 288 Conventions Trade Shows Meetings Checklist 289 Prepress File Film Preparation Checklist 297 Standard Envelope Size Reference Chart 312

Application

Neither the checklist itself nor these notes are a time line. Many of the items must be done at the same time rather than sequentially. For instance, numbers 5 through 8 plus 18 are first decided, then worked on simultaneously. 5. Message. This tells the writer what is to be said, not how to say it. The actual wording is the job of the writer in 9. 6. Benefits. The benefits keyed to the audience in 4. If none of those benefits seem particularly suited to that group, the choice of those benefits...

B

Benefits of product service, promotion of, 20-23 brochures, flyers, 61 -62 conventions, 272 direct mail, 92 -93 e-mail, 202 newspaper, magazine, 21-22 Billboards, 141-146 Bindery, binding, 306 -307 folds, 56, 101-104, 132, 307 Body copy. See Writing copy Brainstorming, 20 -21 group diversity, need for, 20 guidelines, 21 uses, 21 Branding, 1-11 ad content, 5 Branding (continued) assessment, 3 brand newsworthiness, 7 vital assets, 3-4 brand support research, 9 sales force, 10 trade, 10...

Creating The Promotion An Outline

The outline that follows is written as if you were the promotional supervisor of a large organization. Exactly the same procedures apply to the one-person shop or any size of organization in between. 1. Purpose. The purpose of the piece is the most important reason or reasons for preparing it for instance (a) to use (walk through) during sales calls, (b) to distribute at conventions, and (c) to mail for leads and or sales. Make an absolute limit of three. (How many can be most important ) Put...

Distribution

On Working with Your DMPC (Direct Mail Production Company) The direct mail production section of this chapter has been brought up to date with the help of Bill Krafcheck, vice president, Service Graphics, a full-service, nationwide direct mail production company, headquartered in Oakbrook Terrace, 1ll. (www.servicegraphics.com, sgibill servicegraphics.com). Lettershops began as mail-handling services that could print your letter and reply card or order form, address the letter on the bulky and...

Find National Media That Want Your News

Trade media are magazines, journals, and newsletters devoted to a specific interest, trade, or profession. They are the most likely national publications to welcome your news, provided that it will appeal to their readers. So many of these publications exist, that even PR professionals need special directories to keep up to date on them. For instance, the SRDS directory Business Publication Advertising Source lists 58 magazines and trade papers devoted to metalworking, with cross-references to...

Focus on Your Prospects Problems and Solve Them

Think of your prospects as buyers who, in turn, must please a specific kind of customer. This is true whether their customer is within their own organization (seeking new furniture for the offices or new locomotives for the trains) or outside (buying a new line of children's shoes or a new line of lawnmowers). Pleasing these ultimate customers should be the focus of everything your prospects do at a show. Your success lies not in appealing to them as a buyer but in assuring their success as a...

For Professional Pens Only

Some mailings tease us with offers we cannot refuse, in giant type right on the envelope or the front of the self-mailer. Figure 5.6 is of this variety. Other mailings tease with the look of important documents, legal forms, or checks, and the simple request POSTMASTER Dated material. Please expedite. The Other 90 Percent Set aside the mailings you'll assign to the pros anything to do with insurance, finance, and banking contests, games, and sweepstakes clubs (for books, foods, or records),...

Help Abounds

Practically every major city in the United States has a direct marketing association that is able and eager to help you. Check the Yellow Pages. If you are unable to locate the association by this means, check the Direct Marketing Association. Web site at www.the_dma.org. Then join your local association. They will help you, even if you're not a member, but the continuing contacts alone are worth the price of admission. In addition, there is the excellent how-to magazine, Direct Marketing,...

Internet Things to Do

Whether expanding from e-mail or starting with full use of the Internet, begin with a written plan. List your goals, then outline how you'll reach them. Put time and dollars for every step. Most businesses do not make money on the Internet, so be sure why you're there. 10. Web marketing supervisor. If you're thinking of doing this yourself, who will do the rest of your job 11. Staff addition training. Train your staff especially if it's yourself well in advance. You won't turn...

Notes On The Catalog Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is shown in Figure 6.3. 1. Schedule. For scheduling purposes, the most important management decision is the date the catalog must be completed and what completed means. If meeting the deadline is impossible under normal time or budgeting constraints, management must decide whether or not to authorize the impossible. (Do not present management with an on-time...

Notes On The Dmpclettershop Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 16.2. 1. Discussion of project specifications. Your DMPC can be an unexcelled source of free consultation on the mechanical aspects of direct mail. Involve it in your preliminary planning. If you are not a direct mail pro, tell the DMPC people Ask for guidance in mechanical and postal...

Notes On The Filefilm Preparation Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 15.1. 1. Project manager. The direct technical supervisor. If the client has no one in this capacity on staff, use the person or studio that prepared the final art. 2. Tentative schedule. The schedule prepared before the prepress firm is selected. This is generally done at the very beginning of...

Outof Home Advertising and Promotion

This chapter has been brought up to date with the help of Steven H. Mueller, president, and Stephen Faso, director of Strategic Planning, Outdoor Services, Inc., the national planning and buying agency for out-of-home guidance and information (www.OutdoorServices.com). This chapter describes and gives advice on using the major out-of-home media, from billboards to in-store advertising. Few of these are literally do-it-yourself projects in the sense of doing your own ads or direct mail you'd...

P

Paper for printing, 303-305 coating, 305 color availability, 305 cost, 303-304 printer's stock, 304 purchase, 303-304 selection, 304-305 textured, 304 weight, 303 Photographers, selection of, 126-127 advertising, 33-34 catalogs, 125 -128 ownership, 125 publicity use, 235 cost, 308-310 handling, 315 savings, 308-310 Post office information source, 97, 315 premail clearance, 97 Prepress process, 292-301. See also Film disk for printing Printers printing electronic file, 292 new art, 293 proofing,...

The DoItYourself Quality Factor

Video editing requires computer equipment with a huge memory that is, definitely not a typical home or office desktop computer. Amateur systems can be as low as 100 for an editing program you can install on your home computer, but it is very limited and without the ancillary items such as input, output modules, audio, and so on. Quality low-end systems begin at about 5,000 but are still quite limited at that level. In 2002, serious studios pay in excess of 60,000 for basic professional systems,...

To Card or Not to Card

The format and media you choose for your customer's reply, whether a card, an order form, an Internet address or something else, will depend on what you can get your readers to do and the impression you want them to have about you. For many business mailings, practically no one uses the response form you enclose they use their own purchase orders instead. But don't eliminate the BRC. It's what gets sent to the purchasing department with instructions to order this. The more complicated the...

Update To Update

Postal Service is scheduled to make Move Update savings possible for standard (bulk) and periodical mailings. The savings are so large that they are subject to audit, and you will need compliance records to make your discount audit-safe Check this with your post office's direct marketing expert and keep up-to-date in periodicals such as DM News. Large-volume mailers can contact Bob Swick at rbsemperfi aol.com, for a no-cost Power Point presentation on the Move Update and...

Use National Release Services

Several services provide the nation's media with a constant stream of stories, articles, features, and cartoons of such broad interest that they can appear almost anywhere yet still be of local interest. Depending on the season, these items may include stories on gardening or snow blowers, June wedding dresses or Thanksgiving turkey stuffing, child safety seats in automobiles or new gears for seniors' bikes. The subject list is endless. Unlike news services that employ reporters and charge...

Warning For Doityourselfers

Video editing requires the standard SMPTE frame-by-frame time code, produced automatically while shooting. Most consumer-grade cameras, however, do not have a time code that is readable for editing When planning in-house shooting, check with your production company on the compatibility of their editing equipment with your camera. It's much cheaper to rent the right camera than to retime all your shooting Use a tripod Leave handheld video to the pros. Shoot three times as much as you think...

What You Must Not Do Yourself

Two kinds of mailings must be created by direct mail professionals and should never be attempted as do-it-yourself gifted amateur projects 1. A project, no matter how seemingly simple, that determines the survival of your business. (Of course you'll go to a specialist for a heart transplant, but will you try your own simple appendectomy ) 2. True direct mail packages, such as multicomponent sweepstakes, giant bedsheet folded and refolded self-mailers, pop-up or other multidimensional projects....

Whats Your Total Score

Have you projected wishful thinking (or natural optimism) onto the numbers Most people tend to be a bit on the overly optimistic side. Not that the objective total matters. But now put someone else through this same exercise. Would your staff come up with the same numbers Your distributors Salespeople Consumers Competitors Where are the most obvious disagreements Where can you find consensus Which assets are clearly performing beyond their potential Which need a little hand holding, or a...

Who Advertises in Newspapers and

Newspaper advertising is, overwhelmingly, used by local businesses targeted at local sales, though a surprisingly large number of these businesses have no formalized media plan. According to Direct Marketing magazine, advertising in all U.S. newspapers, including supplements, totaled over 49 billion in 2000, a 30 increase over the past five years. Of this amount, the three major categories, in thousands of dollars were Records for general advertising have not been subdivided further since 1984....

Your Brands Vital Assets 1 Brand Name

A brand's most valuable asset can be the name itself. For one thing, a name can have inherent selling power when the word(s) stand for something that showcases and explains the uniqueness of the product or service. By this measure, for example, Vapo-Rub is more valuable, more descriptive, than Formula 44, and Mercury Cougar promises much more than Hyundai Elantra. But that value of name pales in comparison to the enormous power of those brands that have built equity after decades of consistent...

Web Sites and More

With TOM DAVIS, BOB KILLIAN & KEN MAGILL DO-IT-YOURSELF ADVERTISING AND PROMOTION DO-IT-YOURSELF ADVERTISING AND PROMOTION How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Web Sites, and More With Tom Davis, Bob Killian, and Ken Magill This book is printed on acid-free paper. Copyright 2003 by Fred E. Hahn. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in...

Notes On The Printingbindery Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 15.2. 1. Printing budget. The portion of quoted or estimated costs allocated to printing, even if printing and binding are given to a single supplier. You will want this figure for future comparison shopping. Be mindful of probable savings in getting a printing-binding package price. 2. Start-up...

Things To Remember In Brainstorming Whether You Do It By Yourself Or In A Group

Use a tape recorder so that you can keep note taking to a minimum. 2. There are no dumb suggestions. 3. Do not discuss individual answers now that will inhibit the free flow of thought and force participants to defend something they may not quite understand themselves. 4. Bring in a new feature the moment the benefit stream dries up. Keep the action lively. 5. If someone suddenly suggests a benefit for a feature that's already been covered . . . great 6. Don't let anything negative get in the...