Jim Cramer Case Study
Some campaigns I created for theStreet.com
TO ANNOUNCE A PROMOTE A NEW INVESTING SERVICE
was a campaign to tell subscribers to Jim Cramer's Action Alerts Plus about joint
venture with FOLIOfn, a new kind of investing service. The new service which would
enable subscribers to mimic Cramer's trades in a portfolio that matched his, but
at any level of capital.
the venture was taking time to iron out. We needed to do something fast.
wanted to tell subscribers that we understood their concerns and were taking action.
Pre-launch Email Blast and Landing
The first step was a teaser campaign, including an email blast and
an ad campaign/landing page. The email and the landing page were essentially the
same. A direct letter from Cramer. I assumed Cramer's voice and personality and
wrote the letter which was approved with no changes. The letter was not apologetic
but said that Cramer understood their concerns and that he had found a solution
and it was on the way.
Testing pre-launch flash ads
The online ad campaign (on theStreet.com, Yahoo, MSN, aol and other sites)
was a series of rotating flash ads (3 frames). While we tried some ads that worked
with type, the clear winners were ads where Cramer appeared, and directly faced
the viewer in a take-charge way, saying he listened to their concerns and is taking
action. (last frame from one of the winning ads -http://www.investingin.com/street/f_busy_214x200.gif
The ad led to the "letter" landing page you saw in step 1.
the details of the joint venture were ironed out and the FOLIOfn minisite/tutorial
was created, we launched. Again, a combination of emails to theStreet.com members,
current Action Alerts Plus members, and members of other premium services from
TheStreet.com. emails were similar, adjusted slightly for each audinece.Minisite
and Online tutorial
The winner of the introductory
Flash ad campaign was again Cramer facing the viewer, though in a calmer way.
(Last frame - http://www.investingin.com/street/f_youasked_214x200
Launch landing page
of landing pages were tested. The winner, seen here, was the page that got across
idea, both visually and in copy, that you were trading "right along side"
The call to actions were: open an account (we didn't expect many
to do this at this stage), open a "Watch" account, and/or take a test
drive (we expected most to take this option and we were correct). http://www.altmancopypro.com/foliofn_mlp_intro_new.jpg
The FOLIOfn concept
is a difficult one to explain. I created a minisite that simplified the concept
with clear text and pie charts, plus a slide show tutorial.The
minisite resided on the FOLIOfn site. They followed up with telephone support.
People who signed up for the Watch account were sent a series of emails with tips
and advice (I rewrote FOLIOfn's emails to make them more reader friendly.)
CAMPAIGN TO INCREASE SUBSCRIBERS
campaign I created for theStreet was a straightforward push to get more paid subscribers
in one month using a very low price point good for 3 months. Different test offers
went to different audiences, including:
to theStreet.com's free service.
-Subscribers to Action Alerts Plus (a premium
service) but not to Real Money (a premium web site)
-Subscribers to Real Money
subscribers but not to Action Alerts Plus subs.
-Previous (lapsed) subscribers
Also hard offers vs soft
offers were tested.
On the email
side: the winner was the offer for just AA Plus alone
The soft offer which
emphasized, No Obligation, No credit card needed beat hard offers.