DESIGNING A NEW HOME OWNER CAMPAIGN
- DEFINE YOUR OBJECTIVES. Successful mail campaigns begin with identifying the objectives of the campaign
- DESIGN FOR ACHIEVING YOUR OBJECTIVES. Strategic design of your mail piece will ensure your objective is met. Example if you are a Doctor and want new patients, focus on connecting a patient with a medical practice in your healthcare network.
- BUILD A QUALITY MAIL LIST. Experienced direct mailers specialize in building the best new homeowner list with quality not quantity approach.
- SAY WHAT YOU DO. Take the time to carefully craft a campaign that will resonate with your audience.
- CALL TO ACTION. New home owner are spending heavily in their first few months. Timing to reach a new mover and a strong CTA, call to action is required to get them to call you.
- BUILD A RELATIONSHIP. New home owners have severed past relationships and looking for companies they can trust. Their desire a long term relationship so when they have problems they know who to call.
- PLAN TO STAY IN TOUCH. Your not the only one in the area reaching out to new home owners. Keep in communication with them so that over time, your name is the one they remember.
- MEASURE AND REPEAT. Use your data to improve your message and to glean insights from your customers, to help increase response from future marketing efforts.
- DO WHAT YOU SAY. After you receive the call from a new home owner, it is imperative that your service levels exceed the expectation level set by your advertising efforts.
THE OGILVY METHOD FOR AD DESIGNS
Advertising expert David Ogilvy devised an ad layout formula for some of his most successful ads that became known as the Ogilvy. The illustration shown here is the basic design that follows the classic visual, headline, caption, copy, signature format. From this basic ad layout, other variations are derived.
- Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or ad space for maximum impact.
- For photos, place a descriptive caption below.
- Put your headline next.
- Follow with your main ad copy. Consider a drop cap as a lead-in to help draw the reader into the copy.
- Place your contact information (signature) in the lower right corner. That’s generally the last place a reader’s eye gravitates to when reading an ad.
COUPON AD DESIGNS
Coupons attract attention and can increase response to your ad. Even just the appearance of a coupon — using the familiar dashed line around a portion of your ad — can have the same effect. The illustration shown here is the basic Ogilvy ad layout design but with copy in a three-column format that places a coupon in the outside corner.
Make additional changes to this ad layout by changing the margins, fonts, leading, size of the initial cap, size of the visual, and changing the column layout. Experiment with different coupon styles.
- Visual at the top of the page.
- Caption below photo.
- Headline next.
- Place main ad copy in first two columns of a three-column grid or some variation. Place your contact information (signature) at the bottom of the middle column.
- In the third column put a coupon or a faux coupon. Placing the coupon in the outside corner of your ad makes it easier to clip out.