Magical Word

Invitation is one of those magical words, like free, new, and now, that many prospective and current customers accept uncritically. You are invited in magazine and newspaper ads, by radio and television commercials, on bulletin boards, on the Internet, by fax, and in the mail. All of these take advantage of the built-in association of invitation and enjoyment. It is this expectation of a pleasant experience that makes invitations such an effective sales tool and one that should be more widely...

System For Internal Approvals

The approval process is unique to each organization. Fight, if you must, to organize and limit the number of approvals required. Nothing is as frustrating as waiting for approvals from managers who assign deadlines and then do not find time to meet them themselves. The approval steps in creating and producing the catalog constitute a process rather than a specific number of persons. Whether you do it all yourself or have a staff, the procedure is the same. No matter how large the staff, the...

Advertising And Promotion

Because advertising and promotion are often used interchangeably, even by professionals, some definitions may be helpful. In ordinary use, promotion is everything that is done to help sell a product or service in every step of the sales chain, from the presentation materials a salesperson uses during a sales call to the television commercial or newspaper advertisement that tries to get the customer to think favorably about what is being advertised. Technically speaking, however, advertising is...

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...

Cooperative Advertising

Cooperative (co-op) advertising is an agreed-on sharing of specified advertising costs or other promotional costs among manufacturers and retailers or analogous groups. Co-op is an arrangement beneficial to both manufacturers and their business partners and an excellent way to expand advertising and promotion dollars. As Figure 2.6 shows, co-op can extend far beyond the traditional print and broadcast media in fact, many manufacturers now allow Internet advertising under the guidelines of their...

Film Separation And Proofing

Modern printing begins with a prepress prepublishing process that changes type and pictures into a computer digital format that lets you see them on a computer monitor. Rather than moving type and illustrations the old-fashioned way, by cutting and pasting, your designer and film house do it with the click of a mouse. Film preparation begins with one or more of three kinds of materials 1. Final art. All the type and illustrations with instructions on how they are to be combined to create an ad,...

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...

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,...

Couldnt Have Done It Without

This book would not be nearly as valuable to the reader if individual chapters had not been read, critiqued, and updated by the experts and their organizaitons cited throughout. It also would not be as valuable without the help of the following who deserve my acknowledgment and the readers' thanks. Mindy Weissler, Advertising Checking Bureau. Maury Kauffman, Fax technology and services consultant. Lindsay Morrison Christine Pokomy SRDS,. Bob B. Swick, Anchor Computer, Inc., rbsemperfi aol.com....

Industrywide Information

For industrywide information, the Interactive Advertising Source, one of the many SRDS guides listed on page 51, gives detailed information on thousands of Web sites that accept advertising. As you can see in Figure 11.2, some offer opportunities available nowhere else, while others have sites you can compare to print, radio, and TV media. If unfamiliar with Internet advertising, its terminology, opportunities, contacts, or costs (many of which are negotiable), this is the place to start.

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...

No Friction Free Commerce

Many would-be entrepreneurs entered Internet marketing because they believed that the Net provided friction-free commerce, that it was a medium where the customer would do most of the work to find the seller, rather than the opposite. In a few cases that has proven to be true, as witness the loss of business for travel agents. But as the number of Web sites increase literally by the thousands per day, making yourself known as a small to medium-size enterprise demands more than the Web. It needs...

Notes On The Broadcast Fax Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is presented in Figure 10.3. Figure 10.2 (Copy at 200 for easy legibility.) A full-page cover certainly adds class but is seldom worth the extra cost. The simple To personalization in Figure 10.2B works just as well. If immediate sender identification is important, use a regular or modified letterhead as in the newsletter in Figure 10.2C. If you broadcast fax a...

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...

Notes On The Invitationinvitational Bulletin Checklist

These notes are a supplement to the material presented in this chapter. They are not a self-contained substitute for that material. This checklist (Figure 4.6) covers the creation, printing, and mailing of invitations. It does not concern itself with who is invited or why, except insofar as that information ( 6 7) must be reflected in the invitation. 1. Event Budget OK. Invitations generally take up only a small portion of an event's total cost. Has that complete budget been approved, and does...

Notes On The Outofhome Checklist

These notes are a supplement to the material presented in this chapter. They are not a self-contained substitute for that material. The World Outdoor Services media and management company provided much of the information on which this checklist is based. The checklist appears in Figure 7.5. 1. Purpose. What is the one thing your message is to do Give directions Make it simple and exact (Next Exit. Left 1 4 miles) . . . Emphasize a price Add a benefit (Unconditional 2-Year Guarantee Only 99.95)...

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,...

Selfmailers And Reply Cards

Think of your self-mailer as a large sheet of paper on which you print and then cut out an envelope, a letter, a brochure, and a coupon or reply form. But instead of cutting them apart, you fold the sheet in such a way that, when unfolded, they present your message in a logical fashion. Figures 5.8 through 5.12 show a few examples. Figure 5.8 uses a basic page size of 81 2 X 11 or 9 X 12. Almost any printer can run and fold the double gate fold format economically. Use this as a self-mailer or...

Sportsfitnessleisure Facility Advertising

From ski resorts to roller rinks, from health clubs to race tracks, from golf courses to amateur and semi-pro sports facilities, there are local, regional, and national advertising opportunities. Think, too, about tie-in promotions with sports bars and eating and drinking places near sports facilities. For industrywide or other large-scale advertising, see the SRDS directory. For local promotion, this demands one-on-one contact and persuasion. Begin by creating a benefit they will want and your...

Structuring Your Invitation

The basic invitation has an eight-part structure that adapts to almost any occasion. Although you may not want to use all eight parts, at least consider each one to make sure that it can be skipped. To show how this works, let's produce an invitation to attend a demonstration of a solar-powered car (see Figure 4.5). 1. You are invited. Invitations imply an enjoyable event. The very word invitation prepares the recipient to be well disposed toward what comes next, so make that word prominent and...

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,...

Three Column Checklist Format

The DMPC lettershop distribution checklist is not complete in itself, except for the simplest of mailings. Its purpose is to guide you through at least one preliminary and final planning meeting with your DMPC. Additional checklists and schedules will be needed for creative design, printing, acquisition of mailing lists, and your in-house handling of responses and their evaluation. Make liberal use of the third column, See Attached. Where possible, use the other checklists in this book. Where...

Time Code

Most often, video editing begins with the placing of a small time-code window onto each frame. The window shows the hour, minute, second, and frame for that video and looks like this 03 16 32 05. Video is edited to 1 30 of a second. That is, there will be 30 frames for each second. But first comes the decision to edit for picture or sound. If the visual is the important thing, make the sound match it. If, on the other hand, you begin with a script that must be followed, tune the video to 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...

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...