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Intro to Direct Marketing

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Lindsey Fair, MBA
Lindsey Fair, MBA

Second Year Direct M

EducationBusinessNews & Politics
1 of 8
what is direct marketing?
it’s mostly about retention
it’s measurable
it’s 2-way communication
offer + list
direct vs. traditional
how? •mail •newspaper •magazines •radio •television •telephone •internet •email
customer fulfillment?

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Intro to Direct Marketing

Editor's Notes

  1. Mostly – NO MIDDLEMAN
  2. It’s interactive
  3. 4 pieces of pie – offer + list + creative + channels
  4. Direct   1. Selling to individuals with identified customers 3. Advertising is used to generate an immediate transaction 4. Repetition of offers, numbers, etc used within the advertisement 7. Distribution to door 9. Customer feels a high perceived risk 13. Marketing controls the product all the way through delivery Traditional   2. Purchase action deferred 5. Mass selling 6. Selling to groups of people 8. Retail outlet is the marketplace 10. Marketer loses control as the product enters the distribution channel 11. Advertising used to build image, awareness, loyalty 12. Customer has direct contact with product before purchase
  5. Problems? Accuracy Packaging Speed Availability returns