Kaleidoscope Marketing & Communications Incorporated


	Creating effective print advertising Your ad copy can mean the difference between profitable and unprofitable results from your marketing efforts and through our experience, we have learned what works and why. Below are Kaleidoscope's tips designed to boost your ad response and achieve the results you desire. Creating a captivating headline – Consumers are expert scanners so a powerful headline is crucial to the success of your ad. The purpose of a headline is to catch your prospective audience’s attention. This will motivate them to continue reading the rest of the ad and absorb your message. Headline copywriting is an art and copywriters typically spend more time on headlines than they do on all other elements of an ad combined. Target your headline - Trying to find those words that touch everyone is almost impossible. Instead, Kaleidoscope will understand your market and develop your headlines with them in mind. There is little point in drawing the attention of those who have no interest in your offer. Call to action - Your ads should include a clear "call to action" such as “contact us today”, which encourages your potential customers to take action. Clearly indicate the next step your customer should take in order to benefit from your product or service. Encourage action - Even with the best intentions, people tend to delay action. In our experience, response can be improved by making special limited-time offers that encourage them to act NOW. It is even more effective to add a deadline date. Use testimonials - the best advertisement is from other satisfied customers. Real testimonials in ad copy are very effective in delivering your message of quality and benefits. Real names and cities are more believable than initials or no names so use them if you can – ensuring you get written permission from the author. Seek to inform – Ads that look like ads draw less readership than those that look like editorial material. Editorial material in which the consumer can learn something is more effective. Kaleidoscope is creative in the way we communicate your benefit statements. Be clear – Consumers will not spend a lot of time deciphering your copy so keep it simple and short. We recommend to include only one main thought per sentence.


	Making DRTV work for you Direct Response television is a commercial that has a very targeted message and a clear call to action. Because DRTV is used for its ability to deliver clear bottom line results, it is easy to measure the results and modify the message as required. Generally products, such as health and beauty products, are sold via DRTV, although there is an increase in service-based companies using this medium to increase awareness. See Kaleidoscope's tips to make your DRTV campaign more successful. Use a celebrity – Capitalize on the brand that a celebrity has already developed and “borrow” it for your product. Use testimonials - Satisfied customers who are enthusiastic about your products are very effective. Show how it works – Especially effective when promoting a product that is expensive, DRTV offers the opportunity to demonstrate your product's features and benefits, convincing the viewer that they need to have it. Clear call to action – The point of DRTV is to encourage your potential customer to contact you and buy. Kaleidoscope will ensure that your phone number and Website address are on the screen long enough for prospects to write down or remember it. Industry experts recommend a minimum of 20-seconds in a 60-second commercial. Hire professionals – DRTV is not like developing a regular commercial and required expertise for it to be successful. Kaleidoscope has a team of professionals that can ensure success. Know your media – In order to achieve the desired results, you need to know what your target market is watching and when. Continually improve – Modify the offer on an on-going basis and test new offers, creative approaches and media vehicles.


	Media buying tips Advertising is only as effective as the media placement so it is generally beneficial to hire professionals that have the media experience, market understanding and negotiation skills. The Kaleidoscope team has several years of experience in media buying. Buy what is proven to work - Your aim is to promote your message, not test the viability of the media vehicle. We explore networks that have worked for similar products. Run often - Even using proven networks or publications, some will perform better for you than others. By using multiple options, we increase your rate of success. Know your market – Inexpensive media placement is not a good deal if you are not hitting your target market. Kaleidoscope understands the buying patterns of your audience and purchases the media that they are involved in. Measurability – In order to determine or gauge your success, we determine measurement metrics at the early stage.


	Supporting your direct mail with telemarketing The purpose of direct mail is to generate response, typically phone calls, as a result of your advertising. Kaleidoscope works with you to make sure that your systems and communication vehicles are in place to manage the program. In order to be successful, Kaleidoscope will: Use dedicated numbers to track results - By assigning separate numbers to each network, we can determine which message or vehicle is more effective. Numbers that are visually different are easier for the customer to remember. Test all inbound numbers - We make sure that all numbers are active and working as expected at least three days before the campaign starts. This gives us time to make any necessary adjustments. Test transmissions - Just before the campaign starts we place a test order from an external source to confirm all communications and reporting is working correctly once advertising begins. Check service levels - Kaleidoscope will place test calls when spots are anticipated to run to spot potential service level problems. Internal support - We make sure your internal sales team understands your program and supply them with FAQs and cross-selling strategies. We encourage them to upsell or capture personal data that will make future programs more successful.