Managing personal communications


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Managing personal communications

  1. 1. Managing Personal Communications<br />Ivo John S. Dualan, MD<br />AGSB MBA/H Batch 8<br />
  2. 2. Outline<br />Direct Marketing<br />Interactive Marketing<br />Word of Mouth<br />Personal Selling (Sales Force)<br />
  3. 3. Direct Marketing<br />“is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen”<br />Advantage: Market Demassification<br />Source: Marketing Management; Kotler & Keller 13th ed.<br />
  4. 4. Direct Mail<br />Sending an offer, announcement, or reminder, to an individual customer.<br />Uses highly selective mailing lists.<br />2% order-response rate<br />Target market are much better prospects<br />Recency<br />Frequency <br />Monetary Amount <br />
  5. 5. Direct Mail<br />Age<br />Sex<br />Income<br />Education<br />Previous mail-order purchases<br />Occasions<br />Hobbies<br />Addresses<br />
  6. 6. Examples of Direct Mail<br />Eastman Kodak Co.<br />Personalized postcards and business cards<br />BPI<br />Sends mail for housing loans and credit cards<br />St. Luke’s Medical Center<br />Sends mail and notices to previous patients for current offerings and new technologies available<br />
  7. 7. Tips for the Mail<br />Outside Envelope<br />should contain an illustration or;<br />a catchy reason to open – contest, premium, or benefit<br />Sales Letter<br />Brief, on quality paper, and should use a personal salutation<br />Must be signed by an important person in company<br />A colorful circular helps<br />Should feature a toll-free number or website<br />Postage free reply envelope dramatically increases response<br />
  8. 8. Catalog Marketing<br />Full-line merchandise<br />Specialty consumer catalogs<br />Business catalogs<br />List of available services<br />Combining websites and catalogs are an effective way to sell<br />
  9. 9. Catalog Examples<br />Land’s End & Ikea<br />SM Chain of Supermarkets/Abenson Appliances<br />Color Catalogs with prices and offerings weekly inserted in newspaper<br />Belo Medical Group<br />List of available services mailed to previous customers<br />Catalogs for surgical instruments<br />
  10. 10. Telemarketing<br />Use of the telephone and call centers to attract prospects, sell to existing customers (outbound), and provide service by taking orders and answering questions (inbound)<br />USAA – U.S. based insurance company<br />PLDT or Sky Cable – calls to sell internet connection<br />Clinic nurse or secretary calls up patient to follow up on care<br />
  11. 11. Public and Ethical Issues in Direct Marketing<br />Irritation<br />Unfairness<br />Deception & Fraud<br />Invasion of Privacy<br />
  12. 12. Interactive Marketing<br />Use of the internet to reach customers<br />Provides marketers and consumers with opportunities for greater interaction and individualization <br />
  13. 13. Web Sites<br />Web Sites must express or embody the purpose, history, products, and vision of the company<br />Must be attractive on first viewing and interesting enough to encourage repeat visits<br />
  14. 14. Web Sites<br />Ease of Use<br />Physical Attractiveness<br />Downloads quickly<br />First page is easy to understand<br />Easy to navigate<br />Pages are clean and not crammed<br />Typefaces and font sizes are readable<br />Good use of color and sound<br />
  15. 15. Microsites<br />A microsite is a limited area on the web managed and paid for by an external advertiser/company<br />Usually used by companies with products of low interest<br />e.g.<br /> auto insurance having a microsite on a car maker<br /> web site<br />
  16. 16. Search Ads<br />Based on interest on the search term<br />Provides relevant links to products or services<br />Very Specific<br />
  17. 17. Display Ads/Banner Ads<br />Small boxes containing text (and pictures) that companies pay to place in popular web sites.<br />
  18. 18. Internet Specific Ads & Videos<br />Consumers and Advertisers can upload ads and videos that can be shared by millions<br />e.g.<br />BMW Films (The Hire)<br />
  19. 19. E-mail<br />Only a fraction of the cost of direct mail<br />Consumers may be besieged by e-mail<br />Can be filtered as spam<br />
  20. 20. Word of Mouth<br />Consumers talk about dozens of brands each day<br />Organizing these discussions into a network offers a more targeted market more likely to spread the brand message<br />
  21. 21. Buzz & Viral Marketing<br />Buzz marketing generates excitement, creates publicity, conveys brand related information through unexpected or outrageous means.<br />e.g.<br />The movie: The Passion of the Christ<br />Blendtecvideo<br />Local “scandals” involving Belo Clinics<br />FG as a recurrent patient at SLMC or fugitives having themselves admitted at SLMC<br />Outrageousness is a two-edged sword<br />
  22. 22. Opinion Leaders<br />People of influence within a group with a particular interest.<br />Pharmaceuticals often utilize Key <br /> Opinion Leaders (KOL) to promote<br /> certain drugs<br />
  23. 23. Word of Mouth Dos<br />“Pay” with Feedback<br />Insist on Openness<br />Demand Honesty<br />Help Customers Tell stories<br />
  24. 24. Word of Mouth Don’ts<br />Don’t Script<br />Don’t Plan<br />Don’t Sell<br />Don’t Ignore<br />
  25. 25. Blogs<br />Blogs bring together people with common interests<br />1/3 of internet users have read blogs<br />Some consumers use blogs as retribution against companies for bad service or products<br />e.g. There are several blog sites for local hospitals in the Philippines<br />
  26. 26. Personal Selling<br />The original and oldest form of direct marketing is the Field Sales Call.<br />
  27. 27. Designing the Sales Force<br />Sales Force Objectives<br />Sales Force Strategy<br />Sales Force Structure<br />Sales Force Size<br />Sales Force Compensation<br />
  28. 28. Principles of Personal Selling<br />6 Steps<br />Prospecting and Qualifying<br />Preapproach<br />Presentation and Demonstration<br />Overcoming Objections<br />Closing<br />Follow-Up and Maintenance<br />
  29. 29. Sales Representatives<br />Deliverer<br />Order Taker<br />Missionary<br />Technician<br />Demand Creator<br />Solution Vendor<br />
  30. 30. Summary<br />Direct Marketing is Interactive<br />Major Channels for Direct Marketing include personal selling, direct Mail, catalogs, the Internet, and telemarketing<br />Interactive Marketing provides opportunities for greater interaction<br />Word of Mouth marketing engages customers to discuss the product with others<br />Sales Personnel serve as a company’s link <br /> to its customers<br />
  31. 31. Managing Personal Communications<br />Ivo John S. Dualan, MD<br />