Direct marketing

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Direct marketing

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Direct marketing

  1. 1. DIRECT MARKETING
  2. 2. Direct marketing definition An interactive system of marketing which uses one or more advertising media to effect a measurable response at any location, forming a basis for creating and further developing an ongoing relationship between an organisation and its customers.
  3. 3. Charecteristic of Direct marketing • Interactive (personalization) • Response mechanism (tel no., e-mail, bus. Reply …) • Transaction medium • Data base • Measurable response
  4. 4. What’s Driving Direct Marketing? 1. 2. 3. 4. 5. 6. 7. 8. Quicker sales Better targeting (data base) Tailored messages Relationship building Enhanced profits Predictable investment & return (DELL) Less competition Aide to market research 4 PPT 19-4
  5. 5. Characteristics of product for direct marketing • Novelty product (Tupper ware) • Complex product (Insurance) • Products that have broad appeal but well defined user base (readers digest) • Product of High perception value (Mahindra holidays) • Product with a high worth of individual sale (bank products like mutual funds) • Product that customer may want to buy privately (sanitary napkins) • Products that have a greater customer involvement (luxury homes)
  6. 6. DIRECT MARKETING AWARENESS INTEREST DESIRE ACTION
  7. 7. ELEMENTS OF DIRECT MARKETING – THE LIST 1. 2. 3. 4. House list Response list Compiled list List brokers
  8. 8. • THE OFFER • THE MESSAGE • • • • Easy message, easy response Payment option Time bound offers Free gifts than discounts
  9. 9. Media application in Direct marketing
  10. 10. Media Applications in Direct Marketing     Direct Mail Telemarketing E-mail Catalogs
  11. 11. Direct mail  Advantages ---- Descriptive system, Less competition, personalize able, In-built feed back mechanism.  Disadvantages ---- High cost, Junk mail, Privacy concerns, Low response rate.
  12. 12. Tips for direct mail copy writers Format of the body copy • Problem • Promise of a solution • Explanation of the promise • Proof • Reassurance • Call to action
  13. 13. • Buy one, Take one free. • 50% Off, On purchase of Two. • Two for the price of One.
  14. 14. Telemarketing  Telemarketing Advantages – The impact of programs is easy to track. – Experimentation with different scripts and delivery formats is simple and practical. – Telemarketing involves live constructive dialogue. – Contacts can be selectively targeted  Telemarketing shares many of direct mail’s limitations: – Very expensive on a cost-per-contact basis. – Names and addresses go bad as people move, so too do phone numbers - 15 percent of the numbers called are inaccurate. – Telemarketing does not share direct mail’s flexibility in delivery options. When you reach people in their home or workplace, you have a limited span of time to convey information and request some response. – Telemarketing is becoming a highly maligned practice in consumers. – By 2007, over 70 percent of US households had registered their phone numbers with the “Do not call registry.”
  15. 15. E-Mail  Bulk e-mail is known as “spam”  Fraudulent email know as “phishing”  However e-mail is an increasingly popular tool for marketers  Advantages – Cheap – Good response rates  Netiquette suggests getting consumer permission to send product information  Avoid bulk e-mailings
  16. 16. CATALOGS
  17. 17. Catalog Marketing • Originally a way to reach rural and “offthe-beaten-path” prospects. • Nowadays most paper catalogs have gone digital (i.e. online) • Expected catalog sales in 2008: $200 billion. • Advantages and disadvantages – Paper vs. Online
  18. 18. J. Crew’s catalog makes it convenient for customers to order the company’s products from home Insert photo 10.8, p. 316 J. Crew catalog cover phot Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
  19. 19. Kiosk Marketing • Ordering machines generally found in stores, airports, and other locations
  20. 20. Ethics in Direct marketing • Confidentiality of the personal information is suspect
  21. 21. Direct marketing agencies • DIREM • Infomedia India Ltd • Rushabh Direct Marketing …
  22. 22. PRODUCT PLACEMENTS IN FILMS
  23. 23. What is Product Placement? • Product placement, or embedded marketing, a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs.
  24. 24. How does it work? • The tendency is to move away from in-your-face ads, where the product is the star, to vignettes that feature "real-life scenarios" with the product hovering in the background.
  25. 25. Objectives & Methods • New product launching • Reinforce its brand image or restate its positioning • To high light the utility of the product
  26. 26. Advantage & Impact of product placement in Films • Provides captive audience for promoting one’s products • Appears more natural and realistic • Presented in a clutter free environment • Great exposures (viewers see movies many times) • Celebrity endorsement cost lot of money • Wide audience across different
  27. 27. THANK YOU

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