Jim Cramer's Action Alerts Plus were dropping out at a high rate rate because
many felt they didn't have the capital to trade along side Cramer.( Cramer's AA
Plus Portfolio is over $3 million.)
The answer would be a joint venture
with FOLIOfn, a new kind of investing service which would enable subscribers to
mimic Cramer's trades in a portfolio that matched his, but at any level of capital.
The first step was a teaser campaign, including an email blast and an ad campaign/landing
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 used just 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 -
The ad led to the "letter" landing page.I assumed Cramer's
voice and personality and wrote the letter. 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.
(To enlarge, right-click on letter, then click on icon
The winner of
the introductory Flash ad campaign was again Cramer facing the viewer, though
in a calmer way. (Last frame - Introductory
A number 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" Cramer.
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).
Introductory Landing Page
is the landing page I wrote that explained the relationship of Cramer with FOLIOfn
and how it would benefit the reader. See jv
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 following
links are screenshots of the online tutorial I created.
Another 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 AA Plus but not to Real Money
(a premium web site)
-Subscribers to RM but not AA Plus
subscribers to either.
Also hard offers
vs soft offers were tested.
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.
Samples of the campaign: