What possible benefits can there be to joining the Velocity programme during the school holiday?
In fact the benefits for any company that sells to schools of joining the Velocity programme in August are huge. Of course, different companies tend to focus on different parts of the service but perhaps the biggest benefit of all is that if you are signing up now to Velocity the service is free until 1 September.
So what do we do in August?
First, if you are not active in social media we can get your company up and running with its own blog, Facebook page and Twitter feed. Teachers, although not at work, will still continue to stay in touch via social media in the summer, and additionally we can do all the development work needed to ensure everything is fully organised before the schools return.
Meanwhile, if your product or service relates to specific days in the school calendar such as A level day or GCSE day, we can ensure that promotions go out at that time to the right people – all at no cost to you.
We can also undertake promotions to Australia and New Zealand schools if that is appropriate plus Nursery schools if you have products for them, and can ensure that (again if appropriate) you are advertising to schools in Scotland and N Ireland when they return in August – long before their counterparts in England.
Finally, if you are working with us in August we will be able to ensure that you get the email advertisements that you want, on the days you want, in September. We restrict the use of our email lists to avoid teachers becoming over-burdened with emails, and as a result some of our lists can get booked in advance. So being able to book the slots you require early on is a bonus.
Velocity is a very flexible programme which allows you promote regularly to schools for way below the normal market rate, plus get the benefit of the analyses of the Hamilton House team.
To give an example, you might undertake a promotion and find you sell x number of goods as a result. The question immediately arises, how could we sell twice as many next time around?
In order to answer this one has to have various pieces of information available as a result of the first campaign, and know how to interpret them and use them.
You will want to know whether we could get more people to buy by changing the email advert, or whether we should be changing the web page that readers are sent to after the advert. We need to know whether headline x or y is best with each teacher we reach.
Quite often the answers are complex, but it is our job to analyse them and present them to you with our recommendations. So we might be saying, “when we advertise to teacher x we need headline y and offer z, but when we advertise to teacher a, we need headline b and so on.”
All this information emerges during the course of the advertising we do for our clients – and a significant part of our job is to evaluate it and create adverts that reflect what we have learned.
Indeed that is a key point within Velocity – minor changes to an advert can result in major changes to the level of sales. One just has to know how and why.
Most companies on the Velocity programme start with a campaign in which we send out three emails a month for them – each one written in a different way in order to maximise interest.
Once we have established which approaches work best, many of our customers move over to four adverts a month – two written by Hamilton House, two by them. There is no increase in cost, even though you are getting more promotions.
Velocity can include much more – we gear it to what each of our clients require. For example, undertaking research to find out what products schools have purchased in a certain subject area, or what areas of a particular topics are causing them problems, can be enormously helpful. These can be scheduled into the programme at no extra cost.
There is more about Velocity on our web site. Or, if you would prefer, please do call 01536 399 000 and ask for a member of the Velocity Team. But please do remember the free period only runs to the end of August, irrespective of when you join the programme.
I look forward to hearing from you.