Divine Write Copywriting Forum

MEASURE RESULTS

Set objectives for each promotion and then monitor progress. Don't be afraid to change direction in the middle of a campaign if it isn't coming up to expectation.

Campaign objectives should be simple to define and measure. They may be centred on a particular product line, a seasonal product offer or the merchandise range in general.

Examples:

- Introduce new product line and establish sales of $xxxx per month

- Over the next three months, increase total merchandise turnover to $xxxx per week.

Make sure that you have established a means of measuring results before the campaign commences.

Set cut-off dates where a decision can be made on whether to modify, continue or end the campaign. From each campaign, check all advertising for errors in copy and note how you can improve your techniques as you progress.

Remember to advertise products that will sell. The cost of the advertising must be met by the business generated.

POINT OF SALE ADVERTISING

It is easier to sell a client a product if he is aware of it. In the store point of sale material should be set out for maximum effect without cluttering or being untidy.

Prominently display:

- The major benefits
- The name and model
- The price

Use posters to show the product and stimulate awareness. Take advantage of display stands, decals, brochures and branded materials to show products with maximum display benefit. Point of sale material should not be left to work by themselves. Use these signs as conversational starters to get the prospects thinking in these directions.

Campaigns only work if measured.