How to Produce Medium Impact Marketing

Medium impact marketing gets a far higher response rate and return than low impact. It has five main components:

An Attention Grabber

All of your marketing effort is wasted if it doesn't grab people's attention. There are many ways to do this and this step can often to be combined with the compelling headline.

One of the best ways to achieve this is by playing against the usual approach. The Cadbury's Gorilla was a fantastic attention grabber as it really stood out from the crowd.

There are many gimmicks that make excellent attention grabbers such as placing items in your direct mail shots. Your attention grabbers should always compliment your message.

A Compelling Headline

This is vital. A great headline can effectively grab people's attention and often these two points are combined. However, they can often work exceptionally well together, such as How Can a Simple Elastic Band Help Earn You an Extra £5000 per Year with an elastic band stuck to the promotional piece.

A headline needs to get people interested and reading. There are a variety of headline types that work well such as:

How to ....
Why not ...
Don't .....
Here's Why.....

An Offer

An offer is something that entices a customer to deal with you. It does not necessarily have to be a discount or a 2-for-1 offer.Package deals are working well at the moment (e.g. M&S’s Two Dine for £10).

However, an offer can be a simple guarantee or an additional incentive.

You need to think; what is it that is likely to appeal to my target market?

A Reason to Respond Now

How many times have you received a piece of marketing literature and thought that sounds good and then decided to do something about it at a later date? Did you do something about it at a later time or did you just forget about it?

About 80% of the time, you're going to just forget about it. The whole thing with medium impact marketing is to get the person to respond now, before they even have the chance to forget about you and your offer.

This can be done by making a great offer and placing a deadline on it. I usually aim for now more than 2 weeks from when you have contacted them.

The other option is to do the "first 50 people who respond will get.." offer. The advantage of this offer is that your marketing doesn't have a time limit on it, although it can cheapen your marketing. It all depends on your customer base.

Trackability

This last one is vital so you can see which of your campaigns is working and how well.

Find out how to maximised this return with:

High Impact Marketing

High Impact Marketing can give you maximum marketing return.

Marketing the Midlands
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