[ReaperWD]

Hi everyone,

I am interested in sending out something to businesses. The targets will broadly split into 4 groups:

1) Fairly new businesses (been registered for 2 monthish)
2) Shops/Stores that dont have an online presence or their current presence isnt a good one(try to convince them they would be god to have an e-commerce store to increase sales, and profits)
3) All other companies that dont have any online presence
4) Companies that the presence they have isnt good enough (outdated design, coded in tables, doesnt work, etc)


Any ideas/help is appreciated.

Reaper

[terydinho]

You need a gimmick! As someone with an advertising degree, I consider this something of my specialist area

You need to decide on something quite early on; is this going to be one campaign targeting the four groups? Or 4 separate campaigns? By doing that, you are choosing one creative or four. Obviously one creative is cheaper and easier, but four creative ideas will target your audience more effectively while not being as cost efficient.

I would say that you definitely need to spit this into at least 2 campaigns. The companies with sites and companies without. There will be a huge difference in the message you want to give out to these two sets of potential clients.

Once you split your campaign up; you should then define a Key Message for each (A key message in this case is the ONE SINGLE THING that they should remember from your flyer if they take nothing else in at all). Once you have a key message, you can start to develop a campaign idea based around that message.

Do your research on the clients too; people without a site... why don't they have one? Is it budget? Is it trust issues? Is a perceived lack of potential earnings from online sales etc... This will help when defining your key message. Obviously if 80% of clients want a site but can't afford it, then offering them complete peace of mind regarding trust issues is pointless. You need to be hitting them hard with 50% discounts etc...

Once you split your groups down and define a key message for each; post it up and I will happily help you brainstorm some really creative ideas

Good luck Karl

[ReaperWD]

Hi Rob,

Thanks for the advice. I wanted to go at it from the "A website can help increase your profits" kind of option.

A company that has a really rubbish website, will likely find that some of their customers are turning away (if i was buying a house, and the estate agents site was rubbish, i wouldnt trust them)

If they are a store, with a bad site, then the effects are even worse, as alot of people will often think a bad looking site isnt secure.

There is also the copy on the site itself, this could be terrible -i just want to help my customers improve their turnover and profits, but obviously i will need to be paid to help then


Reaper

[terydinho]

Ok cool - that is a good key message - now I would suggest metaphor-ing it up with a headline, large image and some body copy to push them through to your site.

My initial, top of my head idea:

Headline: Is your site working hard enough for you

image: Either picture of a website on a treadmill OR website on a tea-break or Website with feet up on desk etc...

Copy: If your website is kicking back and relaxing instead of selling your service to your clients, then you need Reaper. We're like a personal trainer for your website; giving it a new look, feel and content which will have your clients clambering over each other to buy your products... etc... (get wizely to have a look at that though )


There are a million and one applications for something like this; but it definitely needs a metaphorical theme that people can relate too

[ReaperWD]

That seems to be a good idea. not 100% sure how i will do a website personified, as i am not the best at graphics.

When it actually comes to sending out, am i better off blanketing with 10,000 leaflets or sending out 500 brochures?

Reaper

[terydinho]

That is a tough call; it depends on the style you go for. 10,000 leaflets that are very direct response (like a VISIT HERE NOW FOR 20% OFF offer) would work well; but 500 brochures with 'what can I do' will work really well to a targeted audience.

That is a judgement call really mate. 10,000 flyers seem extreme as there can't be 10,000 new businesses in your local area to target... so maybe 500 brochures would work better?

[ReaperWD]

I could go middle ground with a folded A4 sheet that creates a mini 4 page brochure?

Im not aiming purely at startups, and i am aiming at alot of areas, not just my area, so there could very well be 10,000.

I did wonder if i should aim anything at the personal market - There is bound to be someone who wants a website for their dog....


Reaper