* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Direct Marketing
Customer relationship management wikipedia , lookup
Ambush marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing research wikipedia , lookup
Social media marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Target audience wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Audience measurement wikipedia , lookup
Marketing plan wikipedia , lookup
Digital marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Target market wikipedia , lookup
Marketing channel wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Green marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Advertising campaign wikipedia , lookup
Street marketing wikipedia , lookup
Global marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1. Direct Marketing Defined “The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospective customer.” TV Selling Radio Telemarketing Direct Selling Direct Mail Magazine and Newspaper © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2. Growth of Direct Marketing Consumer Credit Cards Direct Marketing Syndicates Changing Structure of Society Technological Advances Miscellaneous factors © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 3. Role of DM in IMC Direct Marketing Combines With . .. Advertising Public Relations Internet Direct Marketing Personal Selling Support Media Sales Promotion © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4. Developing a Database List Services Standard Rate & Data Service (SRDS) Simmons Market Research Bureau Sources U.S. Census Bureau U.S. Postal Service Direct Marketing Association © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A Comprehensive Consumer Data Base Name Gender Occupation Address/ Zip Code Marital Status Transaction History Telephone Number Family Data Promotion History Length of Residence Education Inquiring History Age Income Unique Identifier © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A Comprehensive Business to Business Data Base Comp. Contact or Decision Makers Industrial Classification Headquarter, Multiple Location Title of Contact Size of Business Purchase History Telephone Number Revenues Promotional History Source of Order/inquiry or Referral Number of Employees Inquiry History Credit History Time in Business Unique Identifier © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objectives of Database Marketing Improve Selection of Market Segments Stimulate Repeat Purchases Objectives Cross-selling Other Products Customer Relationship Management © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 5. DM strategies (approaches) One-Step Two-Step • The medium is used directly to obtain an order • May use one medium to obtain inquiry and qualify prospect • Often use 800 number phone orders and credit card payment • Typically follow up with a second medium to complete the sale © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6. Direct-Marketing Media Direct Mail Catalogs Broadcast Media Telemarketing Media Print Media TV Spots Homeshopping Infomercials © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Outbound and Inbound Telemarketing Outbound Inbound Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient. Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Three Forms of Direct Selling Repetitive personto-person selling Nonrepetitive personto-person selling Direct Selling Party Plans © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Response Advantages Advertisers acquire or enhance a data base of individual customers Customers are served with a greater selection from a central inventory Response options enable audience to act right after exposure occurs No store is required and customers can buy from their own homes © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Response Disadvantages Disadvantages Customers can’t handle or inspect the product before purchasing Merchandise returns and subscription cancellations may be numerous Seller reputation and prestige may be compromised by method’s poor image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7. Overall Direct Marketing Pros & Cons Advantages Disadvantages Selective Reach Image Factors Segmentation Capability Accuracy Frequency Potential Content Support Flexibility Rising Costs Timing Personalization Economy Measurement of Effectiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin