Download 3.04

3.04
Direct Marketing
Term
Direct Marketing: allows targeting
of customer segments in order to
focus promotional efforts
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Types of Direct Marketing
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e-mail marketing
telemarketing
mailshots
SMS
social media
Messaging Services
Short Messaging Service (SMS):
contain only text
Multimedia Messaging Service (MMS):
allow for rich media messages
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Mobile Advertising Strategies
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Text message with coupon: most
successful
Rich media: may be the future
Banner ads: boring to
consumers
Quick Response codes: using a
smart phone to obtain coupon
Cross-platform campaign: will be
used in multiple media sources
Types of Direct Mail
Letters
Postcards
Catalogs
Self-mailers
Brochures
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Using Direct Advertising Effectively
Personalize the mailer
Make it easy to read
Include a date
Summarize the offer
Have a call to action
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Importance of Technology
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pinpoint specific prospects
based on demographics
launch direct mail touches
based on event triggers
capture real-time response
metrics in order to determine
immediate ROI
Banner Advertisements
 Interactive
2
way communication
 Obtain
information
 Download coupons
 Link to related sites
Nature of Electronic Media
Highly visual
Quick response
Can be highly segmented
Interactive
Motivates customers to buy
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On-line Advertisements
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Banner ads
Buttons
Pop ups
Sponsorships
Getting Noticed by Search
Engines
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Use HTML code
HTML: Hyper Text Markup
Language
Reasons to Broadcast Games
Earn revenue from TV network
Increase fan interest
Build brand equity
Beneficial to sponsors
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Sports & Television
Mutually beneficial arrangement
 Networks: receive programming
 Leagues: receive exposure
Target market: males 18-34; 18-49
Un-DVR-able: must be watched live
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Fantasy Sports
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online simulations that allow
fans to build their own sport
teams and compete against
other fans' sport teams
Run by sports organizations,
media outlets and businesses