March 28, 2012
(Hi Everyone! My colleague Caitlin is guest-blogging for me as I wrap up some magazine deadlines. Tune in next week, when I will be blogging — read: ranting — about buying a new car and the lack of ad specialties used by the car dealer. And now, without further ado, Caitlin’s blog…. Cheers! Michele)
Greetings, Web Friends!
This is Caitlin, and I’m filling in for Michele’s “regularly scheduled” blog post. I work in the Production Department at ASI, so some of you may already know me. I coordinate your print ads AND your digital ads like EmailExpress, eNewsletters, Supplier Specials and Web ads. Since EmailExpress is what keeps me busy for most of the day, I thought I’d share some tips with you on how to get the most out of your e-advertising:
1) Subject lines. Be sure to use an eye-catching subject line for your ad. This is the first thing distributors see in their inboxes, so you need to give them a reason to open the e-mail. Remember the adage “K.I.S.S.” – Keep It Simple, Silly! You want this e-mail to really stand out and too much text will only make it blend in with the rest. Use this space to advertise a special promotion that you’re running or a new product that you’re launching.
2) Teasers. Platinum EmailExpress advertisers are included in a special section of the Promogram newsletter, on ASICentral.com and in our EmailExpress Weekly. You have 250 characters, so use this space to elaborate on your subject line. Remember that you’re trying to entice distributors to click on the link to take them to your ad.
3) Ad content. This is where you want to really showcase your products, but don’t feel the need to cram all of them into one e-mail. Choose a few products so there’s room for both your copy and your images. Are you running a few promotions on a few different products? This would be the space to tell everyone about them! It could be as simple as including 10 extra items for every 100 ordered. Or maybe you want to show next- column pricing. Either way, you want to encourage viewers to click on your ad to get to your site.
4) Graphics. Use the best images you have available and design a really creative ad. My favorite campaigns always lead with a catchy headline and a noticeable image. Do you sell reusable shopping bags? Why not run a grocery store-themed campaign with an over-stuffed shopping cart filled with flowers, baguettes and wine? The point is, creative imagery can intrigue viewers and make your ads that much more memorable.
5) Linking. It should go without saying, but make sure your website is user-friendly, distributor-friendly and up-to-date at all times. Your ad will link to the main page of your site unless you’d prefer that it link to a specific page. Are you running an ad for lip balm and want it to link directly to the lip balm section of your site? We can do that! Do you want to link each product to the appropriate page on your site? We can do that too! Don’t forget that we can link your ad to your Facebook and Twitter profiles as well.
6) Audience. Are you featuring an offer intended for distributors only? Be sure to let us know. If not, please be sure to either supply art for a client-safe ad or ask us to create one for you. Try to figure out the target audience for each product and how to best appeal to them.
I hope that helps you guys capitalize on your advertising! Happy blasting!
Caitlin Fitzgerald has been with ASI for 4 years. She started as a copywriter but transitioned to Advertising Coordinator because she missed working with clients too much. “I like long walks on the beach, romantic candlelit dinners, yadda yadda… But seriously though, I just want to travel,” Caitlin says. “The travel bug bit me a long time ago (in utero, if possible!), and I’ve always wanted to see the world. If all goes as planned, I’m going to Istanbul next year to visit a friend who recently relocated. Feel free to contribute via the PayPal link below. I kid, I kid! Anyway, enjoy the blog and feel free to chime in with your thoughts.”
Caitlin can be reached at firstname.lastname@example.org.