Chapter19 managing personal communicationsdirect & interactive mar
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Chapter19 managing personal communicationsdirect & interactive mar
- 1. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling Marilou M. Santos SSS MMDP 5 February 05, 2014 MMS
- 2. What is Direct Marketing use of consumer direct channels To reach and deliver w/o middleman. consumers MMS
- 3. DIRECT MARKETING CHANNELS Direct Mail Catalogs Telemarketing MMS
- 5. Constructing a Direct-Mail Campaign 1. Establish objectives 2. Select target prospects 3. Develop offer elements 4. Test elements 5. Execute 6. Measure success mms
- 6. RFM Formula for Selecting Prospects It is a marketing technique used to determine quantitatively which customer are the best ones by examining the following, an analysis based on the marketing axiom that “80% of your business comes from 20% of your customers.”: Recency - how recently a customer has purchased Frequency Monetary - how often they purchase - how much the customer spends MMS
- 7. What is Telemarketing Telephone selling / promoting of goods and services face-to-face or web conferencing appointment TYPES OF TELEMARKETING : Telesales Telecoverage Teleprospecting Customer service and technical support MMS
- 8. Other Media for Direct Response • Television • Direct Response Advertising • At-home shopping channels • Videotext • Kiosks MMS
- 9. Interactive Marketing Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud Consumers develop selective attention MMS
- 10. Online Promotional Opportunities • • • • • • Websites Microsites Search ads Display ads Interstitials Internet-specific ads and videos • Sponsorships • Alliances and affiliate programs • Online communities • Email • Mobile marketing MMS
- 11. Marketing is Empowered by Social Networks Social Networks • • • • • • Facebook MySpace LinkedIn Twitter Blogs Intuit MMS
- 12. e-Marketing Guidelines • Give the customer a reason to respond • Personalize the content of your emails • Offer something the customer could not get via direct mail • Make it easy for customers to unsubscribe MMS
- 13. Create a buzz…. 1.Supply key people with product samples 2. Work through community influentials 3. Develop word of mouth referrals 4.Identify influential individuals and companies and devote extra effort to them MMS
- 14. Personal Selling the process of communicating with a potential buyer face-toface with the purpose of selling a product or service Situation questions Problem questions Need-payoff questions Implication questions Principles MMS
- 15. Steps in Effective Selling Prospecting/Qualifying Pre-approach Approach Presentation Overcoming objections Closing Follow-up MMS
- 16. MMS
- 17. Marketing Debate Are great salespeople born or made? Take a position: 1. The key to developing an effective sales force is selection. or 2. The key to developing an effective sales force is training. MMS