Download Ch 10

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Chapter 10
Direct Marketing
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1. Identify purposes served by direct
marketing.
2. Explain the popularity of direct
marketing.
3. Distinguish a mailing list from a
marketing database, and review the
applications of each.
4. Describe the media used by direct
marketers in delivering messages to
consumers.
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Direct Marketing Today
• Direct marketing has its roots in catalog companies such as
L.L.Bean.
• Many types of organizations are increasing their expenditures
on direct marketing. These expenditures serve three primary
purposes:
• Closing sales with customers
• Identifying prospects for future contacts
• Offering information and incentives to foster brand loyalty
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Direct Marketing Today, Continued
Exhibit 10.1 Some Direct Marketing Milestones
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Growing Popularity
• The growing popularity of direct marketing can be attributed to
several factors.
• Convenience—credit cards, 800 numbers, and the Internet
• Computer power—building and mining large customer
information files
• Tracking—lends itself to current emphasis on measurable
outcomes
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Growing Popularity, Continued
Finding that waterfall in Wyoming will
take some planning, and Wyoming’s
offices of Travel & Tourism is happy to
help. The adventure begins with a
request for a vacation packet. This ad
provides two options: calling a tollfree number or visiting the tourism
office’s website.
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Database Marketing
• A mailing list is a file of names and addresses of current or
potential customers, such as lists that might be generated by a
credit card company or a catalog retailer.
• Internal lists—valuable for creating relationships with
current customers
• External lists—useful in generating new customers
• List enhancement—adding demographic, geodemographic,
psychographic, or behavioral data
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Database Marketing, Continued
• A marketing database is a natural extension of the internal list, but it also
includes information about individual customers and their specific preferences
and purchasing patterns.
• A marketing database allows organizations to identify and focus their efforts
on their best customers using a recency, frequency, and monetary (RFM)
analysis.
• Recognizing and reinforcing preferred customers helps build loyalty:
• Follow-up letters, discounts, coupons
• Frequency-marketing programs—database, benefit package,
communications strategy
• Cross-selling opportunities also emerge once a database is in place.
• One can gain keener information about the motivations of current best
customers, and insights usually emerge about how to attract new customers.
• However companies must be sensitive to consumer’s rights and wishes to
protect their privacy.
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Database Marketing, Continued
Exhibit 10.2 What Makes a Marketing Database
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Media Used in Direct Marketing
• Direct-marketing programs emanate from mailing lists and databases, but there is
still a need to deliver a message to the customer.
• Direct mail, telemarketing, and email are the most common means used in
executing direct marketing programs. Email is most successful when it avoids
spam and uses opt-in lists.
• Because the advertising done as part of direct-marketing programs typically
requests an immediate response from the customer, it is known as direct-response
advertising.
• Conventional media such as newspapers, magazines, and radio also can be used
to request a direct response by offering an 800 number or a Web address to
facilitate customer contact.
• Television makes use of the infomercial for direct-response advertising. Successful
infomercials require:
• a same-day response
• frequent closes
• testimonials (celebrities do no harm, but are not essential)
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Media Used in Direct Marketing, Continued
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Media Used in Direct Marketing, Continued
Exhibit 10.3 Elements of a Successful Infomerical