Email Marketing , Telemarketing

1. By:
Akshay Khatri - C019
Direct Mail
Telemarketing

2. • In addition to trade magazines & general business publications,
industrial marketers also utilize various other vehicles, such as direct
mail , telephone catalogues & data sheets to reach their market.
Ex- Xerox has tripled its sales fort low-end products through the use of
direct mail.
• It's a method of contacting customers and potential customers
personally, rather than having an indirect medium.
• Direct marketing is not the best option for companies who have niche
products to sell.

3. Direct mail
A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience
.

4. • “direct mail advertising can provide a greater impact than can an
advertisement in trade or business publications”
• The Advertising messages can be developed and targeted towards a
precisely defined market to introduce a
• New product
• Promote the corporate image
• Support the sales force
• Communicate with industrial distributors
• “Low in sales, highly selective, flexible & offers considerable space for
telling the full story”
• direct mail lets you communicate one-on-one with your target
audience.

5. • Wasteful if prospects are not clearly
identified.
• Often thought of as “junk mail”.
• Tossed aside without ever being read.
Implications
• Direct mail program should be carefully
conceived & directed towards a specific
target audience whose names, job titles,
or functions are known
• Mailing list should be up to date.
Understanding
Your Target
Customers
Target Your
Ideal
Customer
Pick a Mailing
List Type
Create a
Mailing

6. Telemarketing
• According to recent studies, approximately 20% of the
industrial firms in US, including Xerox, IBM, NCR, use
telemarketing to generate nearly $100 billion in yearly
sales.
• Telemarketing is a marketing communication tool that
employs trained specialists who utilize
telecommunication and information technologies to
conduct marketing & sales activities either through
incoming calls or outgoing calls.
• It is cheaper then face to face sales.
• Usage Rate of telemarketing increasing by 25% a year
• Now a days people say telemarketing as cold
calling.
• Carried out by
• Telemarketers
• automated telephone calls or "robocalls."
Use of the telephone to market goods or services directly to prospective customers

7. • Major uses of telemarketing :
• To qualify sales leads
• Support field sales representatives
• Generate sales leads
• To handle marginal accounts
• When an toll free no. is seen , prospects can easily respond to get immediate
information .
Marketing implication:
• Specific goal setting
• Clearly specified target markets
• Careful planning
Failure due to :
• Lack of commitment
• Improper facilities
• Lack of formal scripts
• Poor human resources planning