1. Presented by :-
Nisha V S
Lidhiya Babu

2. Direct marketing
 Direct marketing is a system of
marketing by which organizations
communicate directly with target
customers to generate a response or
transaction.
 The ultimate purpose of direct marketing
is to establish and manage direct
relationships with customers by
capturing personal information in a
database.

3.  Customer Databases & Direct Marketing
 It is the listing of customers or potential customers.
This database is a is a tool for database marketing.
 Databases include customer profile, purchase
history, and other detailed information
 Databases can be used to identify prospects, profile
customers, and select customers to receive offers,
and to build relationships

4.  Sources of database information
 Census bureau
 Postal service
 Market research bureaus
 Retailers
 consumer goods manufactures
 Direct marketing association
 And company can also build a database through
completed warrenty cards, surveys, etc…

5. Direct marketing strategies and
medias
Approches of direct marketing
1) One step approch- to directly obtain the order
Eg: TV commercials for products like workout
equipments, or magazine subscriptions in which the
viewer is urged to phone a toll free number to place an
order immediately. Their aim is to make immediate sale
when the ad is shown.
2) Two step approch- it may involve the use of more than
one medium. The first step is to screen or qualify the
potential buyers. The second effort is to generate the
response.
Eg : many companies use telemarketing to screen on the
basis of interest. Then follow up the interested parties
with more information designed to achieve an order or
use personnel selling to close the sale.

6. Medias of direct marketing
 Direct-Mail Marketing
 Telemarketing
 Infomercials
 Catalogs
 Broad caste media

7. Direct-Mail Marketing
 Junk mail
 involves mailing of letters, ads, samples, foldouts…
sent to potential customers on mailing lists.
 The mailing lists are developed from customer lists
or obtained from mailing-list houses.
 It permits high target market selectivity, can be
personalized, is flexible and allows easy
measurement of results.
 It costs more than TV or magazine advertising per
person.
 E-mail is booming as a direct marketing tool.

8. Amazon- direct mail

9. Telemarketing
 Telemarketing is a method of direct marketing in which
a salesperson solicits prospective customers to
buy products or services, either over the phone or
through a subsequent face to face or Web
conferencing appointment scheduled during the call.
 Outbound telephone marketing is used directly to
consumers and businesses. Inbound to toll-free 800
numbers are used to receive orders from television and
radio ads, direct mail, or catalogs.
 Provides purchasing convenience and increased
product or service information.
 It is also a major fund-raising tool for nonprofit
organizations.
 Too much use it can annoy customers.

10. • TV spots
 It referred in the telemarketing industry as short
term programmes, these spots includes direct
response commercials commonly seen on TV for
products such as drugs and toiletries, audio and
video supplies, house hold products and more.

11. Infomercials
 An infomercials is a long commercial that is designed
to fit into a 30 minutes or one hour time slot.
 Many infomercials are produced by the adverticers
and designed to view as regular TV shows.
 The companies like coco cola, Disney, Nissan,
apple, Microsoft etc adopts informal type of
adverting.

12. Catalogs
 List of goods or services on sale with
their description and prices published as a
printed document, or as an electronic document (e-
catalog) on internet or on a diskette, CD, DVD, etc.
 based on one-to-one communication between the
marketer and the prospect or customer.
 Catalogs offer consumers a wide range of products
of either a generalized or specialized nature.

13. The three major categories of catalogs are
business-to-business catalogs, consumer
catalogs, and catalog showrooms.
1) Business-to-business catalogs are those that
provide merchandise to be used in the course of
business. In industrial settings business-to-
business catalogs are used to sell everything
from heavy machinery to hand tools.
• Business-to-business catalogs are mailed to
individuals at their place of business, with most
purchases being made on behalf of the business
rather than the individual.

14. 2) Consumer catalogs are mailed to consumers at
home.
3) manufacturer-supported catalog- These may be
designed to generate mail-order sales, build
store traffic, or simply create an image. Incentive
catalogs offer consumers discounted name-
brand merchandise with some type of proof of
purchase of a particular product or use of a
particular credit card.

15. Catalog-Dell

17. Broad caste media
 Two broad cast media available for direct marketing-tv
and radio.
 It involves both direct response marketing and indirect
response marketing
 In direct response marketing the product or service is
offered and sales response is solicited through either
the one or two step approch.
 Eg: it includes ads for apparel, excise equipments
collectables and so on. tolls free numbers are are
included so that the consumer can order immediately
 Support advertising is designed to do exactly that
support other forms of advertisings.

18. Advantages of direct marketing
 Selective reach
 Direct marketing help the advertiser to reach a large
number of of people and reduce or eliminates waste
coverage. Intensive coverage may be obtained
through broadcast advertising through the mail. A
good list allows for minimal waste as only those
consumers with the highest potential are targeted.
 Segmentation capabilities
 Marketers can rent list of recent product purchasers,
car buyers and so on. These list may allow the
segmentation on the basis of geographic area,
occupation, demographics etc…

19.  Personalization
 Personalized the message as well as direct media.
 Car owners are mailed letters congratulating them on
their new purchase and offering accessoriness.
 College students receives very personalized
information that recognizes that specific needs and
offer solutions as well as college loan offers.
 measure of offer effectiveness
 No other medium can measure the effectiveness of
its efforts as well as direct responses.
 Feed back is often immediate and always accurate

20.  Frequency
 Depending on the medium used it may be possible to
build frequency levels.. The programme vehicles used
for direct response TV advertising are the most
inexpensive available. So that the marketer can afford
to purchase repeated times.
 Timing
 While many media require long range planning and
have long closing dates, direct response advertising can
be much more timely. Direct mail- can put together very
quickly and distributed to target population.

21. Disadvantages of direct marketing
 Image factors
 The mail segment of the industry if often referred to as
junk mail.
 Many people believe unsolicited mail and promotes junk
products and other dislike being solicited. Even some
senders of direct of direct mail, including Motorola, GM,
and Air products and chemicals say they throw out most
junk mail they receive.

22.  Content support
 direct response advertising mood creation is limited
to the surrounding programme or editorial content.
 Direct mail and online services are unlikely to create
a desirable mood.
 Raising cost
 As postal rate increases direct mail profits are
immediately and directly impacted.
 The same is true for print cost, which dives up the
cost of mailers and catalogs.

23. Personal Selling
Personal selling involves the
two-way flow of communication between a
buyer and seller, often in a face-to-face
encounter, designed to influence a
person’s or group’s purchase decision.

24. Characteristics (P.S)
1) PERSONAL SELLING IS FLEXIBLE.
2) PERSONAL SELLING BUILDS RELATIONSHIPS.
3) PERSONAL SELLING PRODUCE IMMEDIATE
RESPONSE.

25. METHODS OF PERSONAL SELLING
a) Retail selling :
Selling to ultimate consumer.
b) Field Selling :
Business to business selling that take place in the
prospective customer's place of business.
c) Telemarketing :
Using the Telephone as the primary means of
communicating with prospective customers & Telemarketers
often used computers for order taking.
d) Inside Selling :
Business to business selling in the Sales person’s place of
business.

26. stages of Personal Selling
1) Prospecting
2) Pre-approach & Approach
3) Presentation
4) Close
5) Follow-Up

27. 1) Prospecting
Identifying and Screening For Qualified
Potential Customers.
2) Pre- Approach & Approach
Pre-approach-Gathering information
(when to call, income level, risk tolerance)
Approach-First meeting
(Physical impressions highly important-appearance,
timeliness, confidence)

28. 3) Presentation
Telling the Product “Story” to the Buyer, and
Showing the Product Benefits.
Adaptive Selling- pro-active but selective
presentation of offerings,
based on pre-approach data
Consultative Selling – re-active presentation
for problem solution

29.  Handling Objections
Objections are often indications of interest by the
prospect and should not be viewed with misgiving by
salespeople. The prospect is in fact requesting
additional information to help him to justify a
decision to buy. The prospect may not be fully
convinced and the issues raised are thus very
important. It also assists the salesperson to
establish exactly what is on the prospect‘s

30. 4) Close
Closing is the process where salespeople
should recognize signals from the buyer,
including physical actions, comments, and
questions to close the sale.
Closing techniques can include:
• Asking for the order
• Reviewing points of agreement
• Offering to help write up the order
• Asking if the buyer wants this model or another
one
• Making note that the buyer will lose out if the
order is not placed now
• Offering incentives to buy, including lower price
or additional quantity

31. 5) The Follow-up
The sale does not complete the selling process.
Follow-up activities are very important and are
useful for the establishment of long-term
business relationships. It is important to check if
the products have been received in good
condition, to establish the customer is satisfied
etc.

32. Advantages of personal selling
 Provides a detailed explanation
or demonstration of product
 Message can be varied to fit the
needs of each prospective customer
 Can be directed to specific
qualified prospects
 Instant feedback
 Personal persuasion can be used
“A good salesman can get
you to buy ice in winter”