Question

Topic: Advertising/PR

Advertising A Promotion

Posted by Anonymous on 11/4/2008 at 9:31 AM ET 125 Points
We are a software company that targets School Districts and Municipalities and we are running a promotion for 2009, stating that anyone that purchases our software will receive the maintenance for free.

I have never really worked on a campaign such as this and I want it to be professional, just wondering if anyone had any ideas on a Headline for this type of promotion. I hate to just say Buy our software and receive the first year maintenance for free. I was tossing up the idea about using the economy as reason we are doing this..considering the budget constraints that have been put upon them.

If anyone has any suggestions, it is greatly appreciated.
Wendy
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RESPONSES

  • Posted by CarolBlaha on 11/4/2008 at 9:37 AM Accepted
    Remember people buy solutions and not product. They buy the hole not the nail. You don't state what benefit your software gives the school. But I'd include that vs "buy our software" in your campaign heading.

    Sell Well and Prosper tm
  • Posted by CarolBlaha on 11/4/2008 at 9:53 AM Member
    Make "what" easier for them? Drill deeper to find your benefit.
  • Posted by Jay Hamilton-Roth on 11/4/2008 at 6:24 PM Accepted
    Don't offer the free 1-year maintenance. It sends the wrong message in two ways: 1) You'll need help and 2) You'll be paying a lot in the second year.

    Instead, can you offer a free module "upgrade"? Or a free onsite training for the staff?
  • Posted on 11/4/2008 at 7:45 PM Accepted
    Hi Wendy,

    I'd send an inexpensive little item with your mailer/flyer. I'm thinking of a 6" mini wooden ruler (cost effective and can be mailed easily) Since you work with schools, a ruler would be a natural fit.

    You can imprint, "See How We Measure Up" with your logo, contact info, and "Free Maintenance for a Year" guarantee. I can get these for you if you're interested.

    I love to brainstorm. Contact me anytime at [Email address deleted by staff]

    Hope that helps! :)

    Maria

    [URL deleted by staff]
  • Posted by CarolBlaha on 11/5/2008 at 11:38 AM Member
    I don't have a problem with stating one year free maintenance. Buying maintenance in this type of industry is very commonplace. Even off the shelf programs like ACT recommend it. Call it what it is. Cause free 1 year maintenance doesn't mean no additional costs.

    I'd do themes like "easy to use, easy to maintain"

    or "safe, easy and efficient" I'd still like to include the benefit "HR, Easy, Safe and Efficient"
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