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Integrated Marketing
It's really not that complicated --- you have a brand or you're starting a brand, and you want all the elements through which your brand touches people to speak in a chorus of coordinated phrasings.
Simple enough.
Here are the five steps Request Marketing recommends and advises on:
- Start with a brand. Market it through traditional channels. Add promotions.
- Extend brand awareness online. Drive traffic to the brand's web presence. Pursue the acquisition of email addresses. Present special offers. Tie the offline and the online together.
- Develop email address acquisition efforts. Follow with retention mailings to customers, targeted by profile and experience. Feature online assets in offline channels. Convert visitors into repeat visitors.
- Learn.
- Repeat.
Email Marketing -- Reach Out and Get Someone to Click
Request Marketing has experience strategizing, writing, sending and tracking email to customers in one form or another since 1996. Fun and successful prior projects under the aegis of various corporate banners range from an interactive email soap opera whose fans chose the next plot point, to channeling the voice of Scott Adams for 200,000 subscribers to The Dilbert Email Trivia Game.
Then, now and always, the coolest thing about email in all its many manifestations -- trivia games, newsletters, promotions, etc. -- is that when people are interested, they click to open the mail ... and they click on the call to action inside the mail.
- Strategy: Request Marketing offers email strategy services, including planning, launching, evaluating, learning from and acting on your campaign to acquire, retain and activate customers
- Content: What works best for your customers, against which objectives, and why -- we won't stop testing and learning until you tell us to
Banner Ads -- Billions Served, But How Many Are Effective?
There are pretty banners, ugly banners, funny banners, trick banners, animated banners and static banners -- but ultimately, there are only successful or unsuccessful banners.
There are four main elements to consider in creating successful banners, and Request Marketing can help you create and implement your banner campaigns against these principles.:
- The amount of time it takes for the full message to load ... the strongest calls to action display the fullest message the soonest
- The completeness of the message in the final frame ... the residual impact of the message will be shaped by the last thing the user sees ... the final frame should be a complete statement of the call to action and the benefit
- The match between the call to action and the user's goals
- The visual treatment -- is the look and feel complementary to the user's self image.
The next step after developing the creative is buying and tracking, and we can help with that, too.
- Strategy: Concepts and approaches, copy and design, media buys
- Content: "Free Beer Now" vs. "5 Dollar Cash Bonus" -- Clickthru versus conversion, pizzazz versus information, and why those ads that look like Windows OS error messages are really a bad idea.
