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Example

Promotion text production setup

Last edited: 17/11/2017

By: SLJ

This promotion text production setup was introduced in 2011.

According to the setup, the Marketing text team only writes promotion text for the following complex articles:

  • Mattresses and beds
  • Duvets and pillows
  • Furniture
  • Garden furniture
  • Camping articles
     

The purpose of the new setup is to make more time for e.g.:

  • Developing standard texts
  • Rewriting existing promotion texts according to new text concepts
  • Developing text concepts

 

The new setup in practice

The new setup means that Sales and Marketing Assistants (SMAS) produce promotion text for a number of different articles within product areas such as:

  • Bed linen and sheets
  • Bathroom (towels, bath mats, shower curtains, bathroom accessories etc.)
  • Homeware
  • Home textiles
  • Window dressing
  • Garden articles (solar lamps, flower pots etc.)
     

The Marketing text team sends articles within these product areas to your TODO lists for promotion text translation without adding English master texts.

You are to continue placing your own texts in your own promotion text fields.

As always, you are to check if there is a standard text available in promotion text 1 and 2. In these cases, it is easy to turn it into a complete and usable promotion text.

A helping hand in text tool

Standard promotion texts

Not all promotion texts are to be produced from scratch. Standard promotion texts need only minor adjustments to become complete and usable promotion texts.

Technically, we differ between template texts and autogenerated promotion texts. Practically, the outcome of the two types of standard text is the same – that is a translated standard promotion text available to you in promotion text 1 and 2.

Here is an overview of present as well as future standard texts:

Example

As the table shows, more standard promotion texts are in the pipeline. This means that it will only get easier and easier to produce your own promotion texts.

What is expected of you?

When you write your own promotion texts, you are expected to:

  • Include relevant article information
  • Make an effort to keep your promotion texts as short as possible
  • Make an effort to produce uniform promotion texts for comparable articles
  • Contact the purchasing department in case of questions regarding article information in Text Tool
     

The articles which you write promotion text for are 'simple' articles, and your efforts should be kept at a minimum.

How to write a promotion text

Existing promotion texts – your starting point

Most of the articles that you are responsible for writing promotion text for are well-known to you. In many cases, you will know exactly what to include in your promotion text because you have translated and handled text for similar articles many times before.

Of course, you should draw on your experience and knowledge about similar articles and use existing promotion texts as your starting point in the production of promotion text for a new article.

The Materials search function in Text Tool allows you to find existing articles on the basis of various search parameters. If you are to write a promotion text for e.g. a flower pot, you can find existing flower pots in your assortment by performing e.g. a combined search by article type and sales organisation:

Example

Among the matches for the above search is AMARYLLIS. The promotion text gives you an idea of which information to include in your text and the order in which article information should be written:

Example

You can find more information on search options in the Text Tool user guide.

Relevant article information

A promotion text consists of a headline and a body text. The headline is for most articles generated automatically in the Description field as you can see in the above example: 'AMARYLLIS flower pot'.

As a main rule, the body text should as a minimum include information about:

  • Material
  • Size

In many cases, this is the only relevant information. Example:

Example

Sizes
You are to check existing promotion texts to see how you have written dimensions before and make sure to write dimensions for comparable articles in a uniform way.

Availability of colours and sizes
It may also be relevant to include information about the availability of colours and/or information about the selection of sizes. Information about the availability of colours was relevant for AMARYLLIS: 'Available in white and black'.

Information about the selection of sizes is relevant for e.g. blinds and curtains:

Example

Quantity
Information about quantity is always to be included, e.g.:

  • • Pack of 2.
  • • Bag of 600 g.
  • • Pack of 5 m. (fabric)


Example:

Example

Materials
Materials, home textiles
In promotion text for articles within home textiles, you are to leave out information about the textile material 'polyester'. However, the term is only to be left out when it stands alone. If 'polyester' is part of a material combination such as 'cotton/polyester', you are to keep it to avoid giving misleading information.

Also, you are to leave out 'polyester' when used in the material description 'polyester microfibre'.

Examples:

Example

Materials, detailed material info
In some cases, the information in Text Tool about materials is very detailed. The material information for CORVUS light bauble says 'Glass, Metal, Plastic'. In the promotion text in the above example, only 'Glass' has been included as it would make no sense and be of no value to our customers to list all three materials.

Consequently, you are to be critical when deciding which material information to include in promotion texts within areas such as homeware and garden articles. As a main rule, include only information about primary materials, and take into consideration which information is relevant to customers in your country.

If you need information about an article, please contact the relevant Purchasing Assistant in the purchasing department.

Questions about article information

Please direct questions regarding article information in Text Tool to the relevant Purchasing Assistant in the purchasing department. You can find an overview of Purchasing Assistants in Purchasing's organisation chart.

Promotion text examples

Some of the texts have been altered to better illustrate how to include the many different types of article information.

Example

 

About

JYSK is an international chain of stores with Scandinavian roots that sells everything for the home.

The first store opened in Denmark in 1979. 

 Read more

JYSK Blue Line

JYSK BLUE LINE is created in order to secure JYSK as a strong and international brand.

When following these brand guidelines, it differentiates us from competitors, increases customers’ recognition and reinforces our identity.

JYSK Nordic

JYSK
Sødalsparken 18, DK-8220 Brabrand, Denmark
Tlf.: +45 89 39 75 00
Fax: +45 89 39 75 01

Email: BLUELINE@JYSK.com

© JYSK BLUE LINE 2016