Marketing the Direct Response Media Marketing - LECTURE 7
The Characteristics of Direct Marketing  <ul><li>Direct marketing is an interactive ( 互動 ) system of marketing which uses ...
Direct Marketing  <ul><li>1.Direct marketing is an interactive system. The prospective customer ( 目標客戶 ) and the marketer ...
Direct Marketing  <ul><li>2.Direct marketing is a mechanism ( 機制 ) for the consumer to respond to the offer is always avai...
Direct Marketing  <ul><li>3.Direct marketing is that the exchange between buyer and seller is not bound by a retail store ...
Direct Marketing  <ul><li>4.The response of direct marketing is measurable ( 可測量的 ). It allows the marketer to calculate p...
Direct Marketing  <ul><li>5.Direct marketing is the necessity ( 必要性 ) for a database of consumer information. Through the ...
Marketplace  Direct Marketing
Direct Mail 直銷郵件   <ul><li>Direct mail provides the historical foundation for the direct-response industry.  </li></ul><ul...
Direct Mail 直銷郵件   <ul><li>It may be as simple as a single-page letter or as complex as a package consisting of a multiple...
Direct Mail 直銷郵件   <ul><li>multiple letter </li></ul>
Direct Mail 直銷郵件   <ul><li>brochure ( 小冊子 ) </li></ul>
Direct Mail 直銷郵件   <ul><li>supplemental flyers ( 傳單 )  </li></ul>
Direct Mail 直銷郵件   <ul><li>return envelope ( 回郵信封 ) </li></ul>
Print Media 印刷媒體   <ul><li>Ads in the mass media are less directly targeted than are direct mail and catalogs. However, th...
Broadcast Media  廣播媒體   <ul><li>Television and radio have also become involved in direct marketing advertising.  </li></ul...
Direct-response advertising on television used to be the province of late-night hard sell message.  (eg  宣傳易 )
Broadcast Media  廣播媒體   <ul><li>Radio has not been a dynamic medium for direct-response advertising because most experts b...
Telemarketing  電話推廣   <ul><li>Telemarketing can be an important part of an integrated marketing communication program.  </...
Telemarketing  電話推廣   <ul><li>Telemarketing methods are categorized as:  </li></ul><ul><ul><li>inbound , where customers a...
Telemarketing  電話推廣   <ul><li>A well-managed telemarketing operation monitors every calling station to ensure quality cust...
Reasons for the growth of Direct Response
Reasons for the growth of Direct Response   <ul><li>Three major factors have contributed to the growth in direct response....
Changing lifestyles and demographics  ( 人口統計資料 )   <ul><li>With lifestyles that place a premium on time use, consumers are...
Changing lifestyles and demographics  ( 人口統計資料 )   <ul><li>By monitoring changes in the number and composition of househol...
An evolving  ( 發展中 )   economy and international competition  <ul><li>Today’s boom in international trade and competition ...
Technological advances and innovations  創新   <ul><li>Technology is an important agent of change in today’s business and so...
Technological advances and innovations  創新
Marketing the Database
Marketing database has  FOUR  primary objectives  <ul><li>To record names of customers, expires (names no longer valid), a...
Marketing a Direct Response Piece Direct Marketing
five elements in a direct marketing piece  <ul><li>1) the offer  俾個提議你去買野 </li></ul><ul><li>2) the medium  俾個渠道你去買野   </li...
Marketing a Direct Response Piece <ul><li>The offer constitutes ( 組合 )  all the variables that together are intended to sa...
Marketing a Direct Response Piece <ul><li>Selecting the medium and the message are decisions that go hand-in-hand with dir...
Direct Response Profitability
Direct Response Profitability  <ul><li>There are many ways for a direct marketing firm to increase its profits , the alter...
Direct Response Profitability  <ul><li>1. attempt to get more business from its current customers ( 鼓勵舊客用多 D); </li></ul><...
Forces of Change in Direct Marketing
Information Overload   <ul><li>In today’s information-rich business and personal environment, everyone is inundated with a...
<ul><li>Welcome and unwelcome information accosts the sense through fax, SMS and mobile.  </li></ul><ul><li>Direct markete...
Example: Smartone
Marketplace Congestion 擠塞   <ul><li>Competition in the marketplace for a share of the consumer’s mind is intensifying ( 強烈...
Marketplace Congestion 擠塞   <ul><li>This combination allows consumers to feel they are getting a deal while allowing compa...
Globalization <ul><li>As the world evolves toward becoming open and unified ( 統一 ), the tools of direct marketing are more...
Targeting the Individual <ul><li>The trend toward greater segmentation is precisely ( 明確 ) why marketers must use an array...
Technology in Direct Response  Different kinds of technologies are available for direct marketers to reach customers on th...
Electronic mail  電郵 <ul><li>E-mail is a one-to-one medium, exceptionally ( 異常地 ) good for communicating and building relat...
Forums  討論區 <ul><li>Forums are one-to-many medium. Those on the net can find discussions going on about virtually any topi...
Forums  討論區 <ul><li>uwants.com </li></ul>
Forums  討論區 <ul><li>discuss.com.hk </li></ul>
Newsgroups  新聞組 <ul><li>Direct marketers can certainly approach appropriate groups to ask for focus group volunteers or to...
Newsgroups  新聞組 <ul><li>newsgroup.la </li></ul>
Bulletin boards 佈告欄 <ul><li>All it takes to start a bulletin board system (BBS) is the software, a computer, and someone t...
World Wide Web sites <ul><li>Websites are just computer locations on the internet where anyone with the address can go to ...
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  1. 1. Marketing the Direct Response Media Marketing - LECTURE 7
  2. 2. The Characteristics of Direct Marketing <ul><li>Direct marketing is an interactive ( 互動 ) system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location. </li></ul>
  3. 3. Direct Marketing <ul><li>1.Direct marketing is an interactive system. The prospective customer ( 目標客戶 ) and the marketer engage ( 交接 ) in two-way communication. </li></ul>
  4. 4. Direct Marketing <ul><li>2.Direct marketing is a mechanism ( 機制 ) for the consumer to respond to the offer is always available. Making a measurable response available suggests that the characteristics of respondents and non-respondents can be assessed ( 被評估 ). </li></ul>
  5. 5. Direct Marketing <ul><li>3.Direct marketing is that the exchange between buyer and seller is not bound by a retail store or salesperson. Location is not an issue – the order can be made at any time of the day or night. </li></ul>
  6. 6. Direct Marketing <ul><li>4.The response of direct marketing is measurable ( 可測量的 ). It allows the marketer to calculate precisely ( 準確地 ) the costs of producing the communication effort and the resulting income. </li></ul>
  7. 7. Direct Marketing <ul><li>5.Direct marketing is the necessity ( 必要性 ) for a database of consumer information. Through the information in databases, the direct marketers can target communications to an individual consumer. </li></ul>
  8. 8. Marketplace Direct Marketing
  9. 9. Direct Mail 直銷郵件 <ul><li>Direct mail provides the historical foundation for the direct-response industry. </li></ul><ul><li>A direct-mail piece is a complex, self-standing advertising message for a single product or service. </li></ul>
  10. 10. Direct Mail 直銷郵件 <ul><li>It may be as simple as a single-page letter or as complex as a package consisting of a multiple letter, a brochure ( 小冊子 ), supplemental flyers ( 傳單 ) and an order card with a return envelope ( 回郵信封 ). </li></ul>
  11. 11. Direct Mail 直銷郵件 <ul><li>multiple letter </li></ul>
  12. 12. Direct Mail 直銷郵件 <ul><li>brochure ( 小冊子 ) </li></ul>
  13. 13. Direct Mail 直銷郵件 <ul><li>supplemental flyers ( 傳單 ) </li></ul>
  14. 14. Direct Mail 直銷郵件 <ul><li>return envelope ( 回郵信封 ) </li></ul>
  15. 15. Print Media 印刷媒體 <ul><li>Ads in the mass media are less directly targeted than are direct mail and catalogs. However, they can still provide the opportunity for a direct response. </li></ul><ul><li>Ads in newspapers and magazines can carry a coupon or an order form. The response may be either to purchase something or to ask for more information. </li></ul>
  16. 16. Broadcast Media 廣播媒體 <ul><li>Television and radio have also become involved in direct marketing advertising. </li></ul><ul><li>Television is a major medium for direct marketers who are advertising a broadly target product and providing budget to afford the ever-increasing costs of television advertising. </li></ul>
  17. 17. Direct-response advertising on television used to be the province of late-night hard sell message. (eg 宣傳易 )
  18. 18. Broadcast Media 廣播媒體 <ul><li>Radio has not been a dynamic medium for direct-response advertising because most experts believe the radio audience is too preoccupied ( 集中精神 ) with other things to record an address or a telephone number. </li></ul>
  19. 19. Telemarketing 電話推廣 <ul><li>Telemarketing can be an important part of an integrated marketing communication program. </li></ul><ul><li>The objective is reach customers in a personalized, cost-effective interaction that meets customer needs. </li></ul><ul><li>The most effective telemarketing programs make use of the latest technologies, including communications hardware and software, particularly database technologies to build and maintain satisfactory customer relationships . </li></ul>
  20. 20. Telemarketing 電話推廣 <ul><li>Telemarketing methods are categorized as: </li></ul><ul><ul><li>inbound , where customers are calling a firm to place an order or to request more information or customer service, and </li></ul></ul><ul><ul><li>outbound , where the firm is calling customers and prospects to make a sale or to offer information which it hopes will lead to a sale. </li></ul></ul>
  21. 21. Telemarketing 電話推廣 <ul><li>A well-managed telemarketing operation monitors every calling station to ensure quality customer and prospect service, uses full-time supervisors for all its calling operations, develops a professional telemarketing staff, and uses professionally prepared scripts ( 稿 ) to guarantee that the firm’s sales message is delivered to its customers and prospects with consistency and with the correct emphasis on what the firm wants to communicate. </li></ul>
  22. 22. Reasons for the growth of Direct Response
  23. 23. Reasons for the growth of Direct Response <ul><li>Three major factors have contributed to the growth in direct response. These changes represent long-term macro-environmental trends that are outside the control of any individual or firm. </li></ul>
  24. 24. Changing lifestyles and demographics ( 人口統計資料 ) <ul><li>With lifestyles that place a premium on time use, consumers are also interested in quicker and easier ways to shop, including the ability to order from home. </li></ul>
  25. 25. Changing lifestyles and demographics ( 人口統計資料 ) <ul><li>By monitoring changes in the number and composition of households at each stage in the family life cycle, direct marketers can also predict buying behaviors that depend on a combination of age, marital status ( 婚姻情況 ) , and the presence of children.( 有冇小朋友 ) </li></ul>
  26. 26. An evolving ( 發展中 ) economy and international competition <ul><li>Today’s boom in international trade and competition is affecting both how businesses operate and the quality of life in nearly every country. </li></ul><ul><li>Direct marketers are particularly concern about how the changing economy influences the ability of consumers and businesses to purchase their goods and services. </li></ul>
  27. 27. Technological advances and innovations 創新 <ul><li>Technology is an important agent of change in today’s business and society. </li></ul><ul><li>It is becoming possible to shop from the comfort of one’s living room, using a telephone or a PC to order merchandise. </li></ul>
  28. 28. Technological advances and innovations 創新
  29. 29. Marketing the Database
  30. 30. Marketing database has FOUR primary objectives <ul><li>To record names of customers, expires (names no longer valid), and prospects;  ( 儲存客戶叫咩名、會籍幾時到期、係唔係有機會再續前緣 ) </li></ul><ul><li>To provide a vehicle for storing and then measuring results of direct-response advertising; ( 準備好強而有力的資料數據,去準備下一輪廣告 ) </li></ul><ul><li>To provide vehicle for storing and then measuring the purchasing performance; ( 了解一下自己銷售情況係唔係理想 ) </li></ul><ul><li>To provide vehicle for continuing direct communication by mail or phone. ( 給自己多一個機會,一次唔得下次再黎 ~ 總有一天感動你 … ) </li></ul>
  31. 31. Marketing a Direct Response Piece Direct Marketing
  32. 32. five elements in a direct marketing piece <ul><li>1) the offer 俾個提議你去買野 </li></ul><ul><li>2) the medium 俾個渠道你去買野 </li></ul><ul><li>3) the message 俾個訊息你去買野 </li></ul><ul><li>4) timing and sequencing 俾個時間及購買程序你去買野 </li></ul><ul><li>5) customer service 客戶服務 </li></ul>
  33. 33. Marketing a Direct Response Piece <ul><li>The offer constitutes ( 組合 ) all the variables that together are intended to satisfy the needs of the consumer. </li></ul><ul><li>Because of the unique benefits provided through direct marketing, the offer may contain a price, extra incentives and guarantees or warranties. </li></ul>
  34. 34. Marketing a Direct Response Piece <ul><li>Selecting the medium and the message are decisions that go hand-in-hand with direct marketing. </li></ul><ul><li>The key to success of direct marketing is reaching the right person at the right time . </li></ul><ul><li>The customer service offered is an important technique for overcoming customer resistance to buying through direct response media. </li></ul>
  35. 35. Direct Response Profitability
  36. 36. Direct Response Profitability <ul><li>There are many ways for a direct marketing firm to increase its profits , the alternatives can be grouped into four categories. </li></ul>
  37. 37. Direct Response Profitability <ul><li>1. attempt to get more business from its current customers ( 鼓勵舊客用多 D); </li></ul><ul><li>2. invest in new-customer acquisition, which involves pursuing prospects who probably have the same characteristics as the firm’s current customers; ( 尋找“新 ”的客戶 ) </li></ul><ul><li>3. invest in new direct marketing tools; or ( 投資新市場、新方向 ) </li></ul><ul><li>4. add new products or services to its business ( 增加新產品推出市場 ) </li></ul>
  38. 38. Forces of Change in Direct Marketing
  39. 39. Information Overload <ul><li>In today’s information-rich business and personal environment, everyone is inundated with all types of data. </li></ul><ul><li>Daily people receive letters, memos, computer-screen and voice-mail messages, and spoken presentations from co-workers and associates. </li></ul>
  40. 40. <ul><li>Welcome and unwelcome information accosts the sense through fax, SMS and mobile. </li></ul><ul><li>Direct marketers are perceived ( 意識到 ) as contributing to this overload – a perception that they must work to change. </li></ul>
  41. 41. Example: Smartone
  42. 42. Marketplace Congestion 擠塞 <ul><li>Competition in the marketplace for a share of the consumer’s mind is intensifying ( 強烈 ) . </li></ul><ul><li>Today the key to breaking through marketplace congestion is to reach individuals. </li></ul><ul><li>More and more companies now place on customer data acquisition is evident in their increasing use of packaged-good discount coupons with sweepstakes ( 獎金 ) . </li></ul>
  43. 43. Marketplace Congestion 擠塞 <ul><li>This combination allows consumers to feel they are getting a deal while allowing companies to acquire name, address, and other information for later marketing efforts. </li></ul>
  44. 44. Globalization <ul><li>As the world evolves toward becoming open and unified ( 統一 ), the tools of direct marketing are more widely available country by country ( 跨國 ). Technology now allows one-to-one selling across the nation and around the globe. The diversification ( 多樣化 ) of target and product markets across national borders broadens ( 擴大 ) the scope ( 範圍 ) of direct marketing. </li></ul>
  45. 45. Targeting the Individual <ul><li>The trend toward greater segmentation is precisely ( 明確 ) why marketers must use an array ( 一連串 ) of media in combination to seek out special tastes and address them with tailored ( 度身定做的 ) goods and services. </li></ul><ul><li>Consumers cannot be standardized ( 標準化 ) in terms of either products or styles. </li></ul><ul><li>The success of a program depends on properly ( 恰當地 ) addressing ( 滿足 ) the right person with the right offer. </li></ul><ul><li>Knowledge of current and potential customers then allows effective strategy planning and media selection. </li></ul>
  46. 46. Technology in Direct Response Different kinds of technologies are available for direct marketers to reach customers on the internet.
  47. 47. Electronic mail 電郵 <ul><li>E-mail is a one-to-one medium, exceptionally ( 異常地 ) good for communicating and building relationships with prospects and customers. </li></ul>
  48. 48. Forums 討論區 <ul><li>Forums are one-to-many medium. Those on the net can find discussions going on about virtually any topic they can imagine. </li></ul>
  49. 49. Forums 討論區 <ul><li>uwants.com </li></ul>
  50. 50. Forums 討論區 <ul><li>discuss.com.hk </li></ul>
  51. 51. Newsgroups 新聞組 <ul><li>Direct marketers can certainly approach appropriate groups to ask for focus group volunteers or to set up an online discussion forum where users of a firm’s products or services could get help, suggest new ideas or voice complaints. </li></ul>
  52. 52. Newsgroups 新聞組 <ul><li>newsgroup.la </li></ul>
  53. 53. Bulletin boards 佈告欄 <ul><li>All it takes to start a bulletin board system (BBS) is the software, a computer, and someone to operate it. </li></ul><ul><li>Most bulletin board postings offer the owner’s e-mail address for users to respond to. </li></ul>
  54. 54. World Wide Web sites <ul><li>Websites are just computer locations on the internet where anyone with the address can go to read pages of information and/or to download files. </li></ul><ul><li>The world wide web is the fastest growing part of the internet and promises to lead the way in its expansion to millions more users worldwide. </li></ul>

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