6 direct marketing strategies
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Learn how to improve and grow your business with direct marketing actions. 6 examples of marketing strategies with profitable results.
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Direct marketing
What is Direct Marketing?
Types of Direct Marketing.
Advantages and Disadvantages of Direct Marketing.
Tools of Direct Marketing.
Advertising, sales promotion
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
Guerilla marketing
This document summarizes a seminar presentation on guerrilla marketing. It defines guerrilla marketing as an unconventional marketing tactic that uses surprise and personal interactions to promote products with smaller budgets compared to traditional marketing. Examples of guerrilla marketing campaigns from companies like Nike, Jeep, and FedEx are provided. Both the pros and cons of guerrilla marketing are discussed. While it allows for creativity and publicity, it also carries risks of backlash or misunderstanding if not implemented carefully. In conclusion, guerrilla marketing works best for risk-taking businesses, especially with social media enabling widespread promotion.
Direct marketing ppt shalvi
This document discusses direct marketing tools and strategies. It defines direct marketing as sellers dealing directly with customers without intermediaries. The main tools of direct marketing are listed as catalog, direct mail, telemarketing, and direct response advertising. The document then discusses each tool in more detail and provides information on their use, advantages, and design considerations. It also covers integrated direct marketing and how different channels can be linked.
Holistic marketing
Holistic marketing is a concept that recognizes the interdependencies between marketing programs, processes, and activities. It involves internal marketing between departments, relationship marketing to build better connections with customers, performance marketing to drive sales growth, and integrated marketing where products, services, and marketing work together for organizational growth. Holistic marketing is important because it allows companies to build their brand among all stakeholders through consistent messaging, increase efficiency by reducing repetition, and effectively reinforce the brand through a synergistic approach.
Direct marketing
Direct marketing involves communicating directly with customers to generate a response or transaction. It has grown significantly due to factors like the expansion of the postal service, rise of credit cards, and changing lifestyles. Direct marketers develop databases to segment and target customers. They use various media like mail, telemarketing, and catalogs. The goal is often to directly elicit a behavior like a purchase. Combining direct marketing with other promotional tools can improve results.
Types of salesperson
This document outlines 4 types of salespeople:
1. Order takers who book customer orders but do not persuade customers, including inside order-takers like retail assistants, outside order-takers who visit customers, and delivery salespeople.
2. Order-creators/missionary salespeople who disseminate product information and build goodwill rather than taking direct orders.
3. Order-getters/front-line salespeople whose primary role is to directly persuade customers to purchase through identifying prospects, providing information, and closing sales.
4. Support salespeople who assist the other types, including technical support salespeople, merchandisers, trade salespeople, and service salespeople interacting with
Introduction to sales management
This document discusses the evolution of sales management over time and key concepts in sales management. It covers:
1) Five eras of sales management: the simple trade era, production era, sales era, marketing department era, and marketing organization era.
2) The definition of sales management as planning, directing, and controlling personnel selling activities as well as broader marketing activities.
3) The objectives of sales management as achieving sales volume targets, contributing to profits, and continuous growth.
4) Emerging trends in sales management like the need for a global presence, innovative technologies, better customer relationship management, diversity, team-based selling, multi-channel operations, addressing ethical/social issues, and professional
Recommended
Direct marketing
What is Direct Marketing?
Types of Direct Marketing.
Advantages and Disadvantages of Direct Marketing.
Tools of Direct Marketing.
Advertising, sales promotion
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
Guerilla marketing
This document summarizes a seminar presentation on guerrilla marketing. It defines guerrilla marketing as an unconventional marketing tactic that uses surprise and personal interactions to promote products with smaller budgets compared to traditional marketing. Examples of guerrilla marketing campaigns from companies like Nike, Jeep, and FedEx are provided. Both the pros and cons of guerrilla marketing are discussed. While it allows for creativity and publicity, it also carries risks of backlash or misunderstanding if not implemented carefully. In conclusion, guerrilla marketing works best for risk-taking businesses, especially with social media enabling widespread promotion.
Direct marketing ppt shalvi
This document discusses direct marketing tools and strategies. It defines direct marketing as sellers dealing directly with customers without intermediaries. The main tools of direct marketing are listed as catalog, direct mail, telemarketing, and direct response advertising. The document then discusses each tool in more detail and provides information on their use, advantages, and design considerations. It also covers integrated direct marketing and how different channels can be linked.
Holistic marketing
Holistic marketing is a concept that recognizes the interdependencies between marketing programs, processes, and activities. It involves internal marketing between departments, relationship marketing to build better connections with customers, performance marketing to drive sales growth, and integrated marketing where products, services, and marketing work together for organizational growth. Holistic marketing is important because it allows companies to build their brand among all stakeholders through consistent messaging, increase efficiency by reducing repetition, and effectively reinforce the brand through a synergistic approach.
Direct marketing
Direct marketing involves communicating directly with customers to generate a response or transaction. It has grown significantly due to factors like the expansion of the postal service, rise of credit cards, and changing lifestyles. Direct marketers develop databases to segment and target customers. They use various media like mail, telemarketing, and catalogs. The goal is often to directly elicit a behavior like a purchase. Combining direct marketing with other promotional tools can improve results.
Types of salesperson
This document outlines 4 types of salespeople:
1. Order takers who book customer orders but do not persuade customers, including inside order-takers like retail assistants, outside order-takers who visit customers, and delivery salespeople.
2. Order-creators/missionary salespeople who disseminate product information and build goodwill rather than taking direct orders.
3. Order-getters/front-line salespeople whose primary role is to directly persuade customers to purchase through identifying prospects, providing information, and closing sales.
4. Support salespeople who assist the other types, including technical support salespeople, merchandisers, trade salespeople, and service salespeople interacting with
Introduction to sales management
This document discusses the evolution of sales management over time and key concepts in sales management. It covers:
1) Five eras of sales management: the simple trade era, production era, sales era, marketing department era, and marketing organization era.
2) The definition of sales management as planning, directing, and controlling personnel selling activities as well as broader marketing activities.
3) The objectives of sales management as achieving sales volume targets, contributing to profits, and continuous growth.
4) Emerging trends in sales management like the need for a global presence, innovative technologies, better customer relationship management, diversity, team-based selling, multi-channel operations, addressing ethical/social issues, and professional
integrated marketing communication
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Direct Marketing by Amitabh Mishra
The presentation discuss meaning and concept of Direct Marketing. It also discusses the Internet Marketing or Digital Marketing as a tool for Direct Marketing.
Direct and online marketing
Direct and online marketing can be summarized in 3 sentences:
Direct marketing involves communicating with customers through personal channels like mail, email, phone calls and face-to-face interactions to maximize the probability of the intended audience receiving the message. It aims to create value for customers through product creation, communicating that value through personal channels of communication, and delivering value directly. The document then discusses various forms of direct marketing like direct mail, catalogs, telephone marketing, and digital methods like email, mobile, and online marketing.
Sales promotion ppt
This document discusses sales promotion tools and techniques. It defines sales promotion as marketing activities used to boost sales of a product or service. Some key tools of sales promotion discussed are free samples, coupons, discounts, and premium offers for consumers, as well as cash bonuses, stock returns, and credit terms for trade. The document also covers push and pull promotional strategies, with push strategies taking the product directly to customers and pull strategies building customer demand through advertising. In conclusion, it states that sales promotion refers to non-recurring short-term sales activities beyond advertising and are growing in popularity due to quick returns and ability to change attitudes.
Dagmar Approach
DAGMAR is an advertising model proposed in 1961 consisting of 4 steps: Awareness, Comprehension, Conviction, and Action (ACCA). It aims to map the states of mind a consumer passes through when purchasing a product. Key parts are defining the target audience and advertising objectives. The model suggests advertising must first increase awareness, then comprehension through information about the product. It should establish conviction by creating interest and preference. Finally, it should encourage action and actual purchase.
Advertising agency, role and types
An advertising agency is a service business that creates, plans, and handles advertising campaigns for clients. Its roles include conducting research on products, target consumers, and companies; creating appealing ads; planning media placement; gathering feedback; and managing billing. Large full-service agencies handle all aspects of advertising, while smaller specialized agencies focus only on creative functions like copywriting. In-house agencies work solely for one advertiser.
Chap02 The Role Of Imc In The Marketing Process
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
LEGAL AND ETHICAL ASPECTS OF ADVERTIZING
This document discusses the ethical and legal aspects of advertising. It defines advertising and outlines its key components: strategy, creative idea, execution, and media. It then examines the types of advertising and explores the legal and ethical considerations. Legally, advertisements cannot contain misleading information, violate government rules, or show anti-national feelings. Ethically, advertising must be truthful and debates center around deception, advertising to children, and promoting controversial products. The document questions how advertising impacts children's values and their ability to process persuasive information.
Promotional mix
Promotion is one of the four elements of marketing mix and includes advertising, sales promotions, public relations, and personal selling. The promotional mix specifies how much attention and budget to allocate to each of these elements. The objectives of a promotional plan can include increasing sales, creating brand equity, or achieving competitive advantage. Sales promotions specifically aim to boost short-term sales and are often consumer-focused, like coupons or discounts. Factors like the product, marketing strategy, and buyer readiness influence how companies structure their promotional mix.
Marketing strategy ppt slides
This document outlines various marketing strategies, including market scope strategy, market entry strategy, product strategy, promotion strategy, distribution strategy, and pricing strategy. For each strategy, it provides examples of different approaches (e.g. single market strategy, multi market strategy, total market strategy for market scope) and requirements for implementation. The strategies are described at a high level with the objectives and key considerations for each approach.
Product levels classification product mix & pricing stratagies
Product Levels & Classification – Product Hierarchy – Product Systems & Mixes – Product Line Analysis – Product Line Length – Concept of Brand Equity & Branding Decisions. Pricing Views – Pricing Objectives – Pricing Methods – Adopting the Price – Initiating & Responding to Price Changes.
Communication mix
The document discusses various aspects of communication mix, which is aimed at creating awareness and persuading customers about a product or service. It defines the different tools in the marketing communications mix - advertising, personal selling, sales promotion, public relations, direct marketing, sponsorship and viral marketing. It then explains promotion, merchandising and promotional merchandising in detail. Promotion involves disseminating information about a product using various above-the-line and below-the-line techniques, while merchandising refers to methods to maximize merchandise sales using product design, packaging and pricing. Promotional merchandising uses various techniques to stimulate consumer spending.
Ad agencies - Method of compensation
Advertising agencies can be compensated in several ways:
1) The traditional commission system pays agencies 15% of media spending but is becoming less common.
2) Fee arrangements involve agencies and clients negotiating a flat fee for all work.
3) Cost-plus agreements base fees on costs plus an agreed profit margin, used when media spending is low but agency work is high such as for new products.
4) Incentive-based models tie compensation to predetermined goals like sales targets or creative work quality.
Classification of Products
The document classifies products in several ways:
1) By consumer habits as convenience goods that are inexpensive and frequently purchased, shopping goods that require more research, or specialty goods with premium prices.
2) By durability as nondurable goods for one-time use, durable goods that last for many uses, or intangible services.
3) For industrial goods as raw materials, component materials and parts, capital items like installations, supplies for maintenance and operations, or business services.
Role of IMC in Marketing Process
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
Distribution channels marketing management ppt
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
Integrated Marketing Communications
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Chap07 Establishing Objectives And Budgeting For The Promotional Program
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
Brand loyalty programs
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Direct marketing
Les Wunderman created the Columbia House record club and is considered the father of modern direct marketing. His genius was creating recurring customer interactions through monthly responses that built relationships between consumers and brands. Direct marketing uses advertising media like mail, telephone, and email to elicit a measurable response or transaction and is used by companies like L.L. Bean to build entire businesses by directly communicating with and fulfilling orders for customers.
18. personal selling
Personal selling involves exchanging information between a firm and potential customers to determine customer needs and how to effectively meet them. It is most effective when selling complex products/services, high-value purchases, or when personal demonstrations are required. Effective salespeople have traits like ego strength, assertiveness, and empathy. Personal selling allows customized messaging but has high costs and limited reach. It is often used along with other marketing communication tools. Sales performance is measured both quantitatively by metrics like sales volume, and qualitatively by skills and activities.
Direct marketing ppt
This document summarizes an eye donation campaign organized by an NGO called UMEED. The campaign aims to raise awareness about eye donation and pledge more people to donate their eyes. The campaign will be organized on important dates like Republic Day, International Eye Donation Day, and Mahatma Gandhi's birthday. The campaign will use direct marketing techniques like group discussions, face-to-face interactions, websites, and print advertisements to promote eye donation and address common questions and myths regarding eye donation.
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integrated marketing communication
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Direct Marketing by Amitabh Mishra
The presentation discuss meaning and concept of Direct Marketing. It also discusses the Internet Marketing or Digital Marketing as a tool for Direct Marketing.
Direct and online marketing
Direct and online marketing can be summarized in 3 sentences:
Direct marketing involves communicating with customers through personal channels like mail, email, phone calls and face-to-face interactions to maximize the probability of the intended audience receiving the message. It aims to create value for customers through product creation, communicating that value through personal channels of communication, and delivering value directly. The document then discusses various forms of direct marketing like direct mail, catalogs, telephone marketing, and digital methods like email, mobile, and online marketing.
Sales promotion ppt
This document discusses sales promotion tools and techniques. It defines sales promotion as marketing activities used to boost sales of a product or service. Some key tools of sales promotion discussed are free samples, coupons, discounts, and premium offers for consumers, as well as cash bonuses, stock returns, and credit terms for trade. The document also covers push and pull promotional strategies, with push strategies taking the product directly to customers and pull strategies building customer demand through advertising. In conclusion, it states that sales promotion refers to non-recurring short-term sales activities beyond advertising and are growing in popularity due to quick returns and ability to change attitudes.
Dagmar Approach
DAGMAR is an advertising model proposed in 1961 consisting of 4 steps: Awareness, Comprehension, Conviction, and Action (ACCA). It aims to map the states of mind a consumer passes through when purchasing a product. Key parts are defining the target audience and advertising objectives. The model suggests advertising must first increase awareness, then comprehension through information about the product. It should establish conviction by creating interest and preference. Finally, it should encourage action and actual purchase.
Advertising agency, role and types
An advertising agency is a service business that creates, plans, and handles advertising campaigns for clients. Its roles include conducting research on products, target consumers, and companies; creating appealing ads; planning media placement; gathering feedback; and managing billing. Large full-service agencies handle all aspects of advertising, while smaller specialized agencies focus only on creative functions like copywriting. In-house agencies work solely for one advertiser.
Chap02 The Role Of Imc In The Marketing Process
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
LEGAL AND ETHICAL ASPECTS OF ADVERTIZING
This document discusses the ethical and legal aspects of advertising. It defines advertising and outlines its key components: strategy, creative idea, execution, and media. It then examines the types of advertising and explores the legal and ethical considerations. Legally, advertisements cannot contain misleading information, violate government rules, or show anti-national feelings. Ethically, advertising must be truthful and debates center around deception, advertising to children, and promoting controversial products. The document questions how advertising impacts children's values and their ability to process persuasive information.
Promotional mix
Promotion is one of the four elements of marketing mix and includes advertising, sales promotions, public relations, and personal selling. The promotional mix specifies how much attention and budget to allocate to each of these elements. The objectives of a promotional plan can include increasing sales, creating brand equity, or achieving competitive advantage. Sales promotions specifically aim to boost short-term sales and are often consumer-focused, like coupons or discounts. Factors like the product, marketing strategy, and buyer readiness influence how companies structure their promotional mix.
Marketing strategy ppt slides
This document outlines various marketing strategies, including market scope strategy, market entry strategy, product strategy, promotion strategy, distribution strategy, and pricing strategy. For each strategy, it provides examples of different approaches (e.g. single market strategy, multi market strategy, total market strategy for market scope) and requirements for implementation. The strategies are described at a high level with the objectives and key considerations for each approach.
Product levels classification product mix & pricing stratagies
Product Levels & Classification – Product Hierarchy – Product Systems & Mixes – Product Line Analysis – Product Line Length – Concept of Brand Equity & Branding Decisions. Pricing Views – Pricing Objectives – Pricing Methods – Adopting the Price – Initiating & Responding to Price Changes.
Communication mix
The document discusses various aspects of communication mix, which is aimed at creating awareness and persuading customers about a product or service. It defines the different tools in the marketing communications mix - advertising, personal selling, sales promotion, public relations, direct marketing, sponsorship and viral marketing. It then explains promotion, merchandising and promotional merchandising in detail. Promotion involves disseminating information about a product using various above-the-line and below-the-line techniques, while merchandising refers to methods to maximize merchandise sales using product design, packaging and pricing. Promotional merchandising uses various techniques to stimulate consumer spending.
Ad agencies - Method of compensation
Advertising agencies can be compensated in several ways:
1) The traditional commission system pays agencies 15% of media spending but is becoming less common.
2) Fee arrangements involve agencies and clients negotiating a flat fee for all work.
3) Cost-plus agreements base fees on costs plus an agreed profit margin, used when media spending is low but agency work is high such as for new products.
4) Incentive-based models tie compensation to predetermined goals like sales targets or creative work quality.
Classification of Products
The document classifies products in several ways:
1) By consumer habits as convenience goods that are inexpensive and frequently purchased, shopping goods that require more research, or specialty goods with premium prices.
2) By durability as nondurable goods for one-time use, durable goods that last for many uses, or intangible services.
3) For industrial goods as raw materials, component materials and parts, capital items like installations, supplies for maintenance and operations, or business services.
Role of IMC in Marketing Process
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
Distribution channels marketing management ppt
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
Integrated Marketing Communications
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Chap07 Establishing Objectives And Budgeting For The Promotional Program
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
Brand loyalty programs
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Direct marketing
Les Wunderman created the Columbia House record club and is considered the father of modern direct marketing. His genius was creating recurring customer interactions through monthly responses that built relationships between consumers and brands. Direct marketing uses advertising media like mail, telephone, and email to elicit a measurable response or transaction and is used by companies like L.L. Bean to build entire businesses by directly communicating with and fulfilling orders for customers.
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Product levels classification product mix & pricing stratagies
Product levels classification product mix & pricing stratagies
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional Program
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18. personal selling
Personal selling involves exchanging information between a firm and potential customers to determine customer needs and how to effectively meet them. It is most effective when selling complex products/services, high-value purchases, or when personal demonstrations are required. Effective salespeople have traits like ego strength, assertiveness, and empathy. Personal selling allows customized messaging but has high costs and limited reach. It is often used along with other marketing communication tools. Sales performance is measured both quantitatively by metrics like sales volume, and qualitatively by skills and activities.
Direct marketing ppt
This document summarizes an eye donation campaign organized by an NGO called UMEED. The campaign aims to raise awareness about eye donation and pledge more people to donate their eyes. The campaign will be organized on important dates like Republic Day, International Eye Donation Day, and Mahatma Gandhi's birthday. The campaign will use direct marketing techniques like group discussions, face-to-face interactions, websites, and print advertisements to promote eye donation and address common questions and myths regarding eye donation.
Benefits and growth of direct marketing
Direct marketing provides benefits to both buyers and sellers. It offers buyers convenience, greater product selection, and the ability to focus only on relevant products. For sellers, direct marketing allows them to build customer relationships, lower costs, and target customers precisely. The growth of direct marketing has been facilitated by advances in database and communication technologies, while changing demographics, competition, and new distribution channels have pulled demand. Precise targeting, relationship building, and cross-selling opportunities have also contributed to its rising use.
Tools of direct marketing
This document discusses various tools of direct marketing. It defines direct marketing as seeking to cause action and build consumer databases. Direct marketing tools include personal relations, public statements, personal sales, catalog marketing, mobile marketing, TV marketing, webmarketing, and door-to-door contacts. Mobile marketing establishes contact via phone and is effective for new customers due to low cost and personalization. Direct mail, email marketing, catalog marketing, TV marketing, SMS marketing, and personal sales are also discussed as direct marketing tools. The document concludes with examples of how Google utilizes direct marketing techniques like sustainable materials, limited offers, analytics, and bulk mail discounts.
INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA
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Chap14 Direct Marketing
Direct marketing involves using media like direct mail, telemarketing, and the internet to directly solicit customers. It has grown due to factors like credit card usage, list syndicates, and technological advances. Direct marketing combines elements of advertising, PR, personal selling, and sales promotion. Database marketing uses customer information to improve targeting and relationships. Direct mail, broadcast media, print ads, telemarketing, and email are common direct marketing media. Each has advantages and disadvantages regarding things like costs, reach, and response rates. Measurement is also a benefit of direct marketing.
Integrating social media in PR (Case study Wales)
This presentation explains how the new PR model can be used to integrate social media successfully in the PR approach. By using Wales as a Case Study, each step of the new PR model is being explained.
Direct Marketing
Direct marketing involves communicating directly with customers to build relationships, elicit responses like sales or requests for information, and generate traffic. Common direct marketing methods include direct mail, catalogs, telemarketing, and vending machines. The objectives are relationship building, direct sales, and lead generation. Benefits for customers include convenience and control, while benefits for marketers are personalization, measurable results, and relationship building with less competition. Homework involves researching related topics like e-commerce, e-business, and mobile marketing.
Direct Marketing on a Shoestring Budget: Content Marketing
The document discusses content marketing strategies for direct marketing on a shoestring budget. It defines content marketing and provides examples of content like whitepapers, case studies, videos, and blogs. It emphasizes creating engaging and relevant content for the target audience and distributing it through various promotion channels like websites, social media, emails and more. It also suggests repurposing content across different formats like slide decks, videos, podcasts, and infographics to extend reach.
Public relations, sponsorship, direct marketing and packaging - Basic of adve...
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This session entails the role and importance of public relations, sponsorship, direct marketing and packaging in advertising. (More info visit: http://www.moocsfoundation.org)
Originally presented by MOOCs Foundation an initiative of Rai University.
MOOCs Foundation is committed to the expansion of higher education through enhanced digital access to online resources and courses by the best of universities worldwide for learning and upgrading skills.3.case study e_bay_direct marketing & dircet selling system
This document discusses direct marketing and direct selling. It begins by defining direct marketing as an interactive marketing system that uses advertising media to generate a measurable response. It then discusses eBay as an example, describing how eBay sent out catalogs through newspapers to promote holiday shopping on their site. The document also provides definitions and discussions of direct selling, multilevel marketing, advantages and disadvantages of direct marketing, examples of companies that use direct marketing, and prospects and problems of direct selling.
Cb unit-vi (psychological influences on consumer decision making)
This document outlines a course on consumer behavior taught by Prof. Amit Kumar. It covers 8 units: 1) the consumer in the marketplace, 2) models of consumer behavior, 3) cultural influences, 4) sociological influences, 5) personal influences, 6) psychological influences, 7) the consumer decision-making process, and 8) consumer influence and diffusion of innovation. One class focuses on psychological influences, discussing the key influences of motivation, perception, learning, and memory on consumer responses to marketing. Motivation theories of Freud, Maslow and Herzberg are mentioned.
Align strategic HR to Business plan
This document outlines the business plans and objectives of a sugar corporation in Ethiopia. It details the corporation's goals of:
- Producing over 2 million tons of sugar and ethanol by the end of its growth period
- Expanding sugar factories and building new ones to increase production capacity
- Increasing sugar cane yields and exports
- Providing training to over 21,000 employees
- Creating over 162,000 jobs
It also outlines the corporation's vision to create a sustainable and competitive sugar industry, and its mission to satisfy national sugar demand, support energy supply through ethanol production, and create economic opportunities. The document discusses aligning HR strategies and processes to achieve these strategic business goals and objectives.
Direct Marketing
Direct marketing involves communicating directly with targeted consumers to obtain an immediate response and develop lasting customer relationships. Common direct marketing communication methods include internet marketing, direct mail, catalogs, telemarketing, and direct-response advertising. Direct marketers obtain consumer information from leads, up-selling, opt-ins, and funneling to personalize offers, pricing, merchandising, and more. The goal is to increase leads, sales, and loyalty, but issues around appropriate use and privacy protection must be addressed.
Direct marketing and direct selling
Direct marketing involves companies communicating directly with consumers to promote and sell goods and services without intermediaries. It can involve direct mail, catalogs, telemarketing, television advertising, or kiosks. The key aspects are directly interacting with targeted individual consumers to drive responses or sales and developing long-term customer relationships through repeated direct communication. Direct marketing allows for customized messaging and helps companies better understand customer needs through measurable responses.
Sample Marketing Plan
This document provides a situational analysis and marketing plan for a logistics company called *Company Name that is seeking to enter the automotive parts market. It identifies the target markets as aftermarket auto parts retail chains and auto parts wholesalers. A SWOT analysis is presented, noting strengths like expertise and proprietary tracking software, and weaknesses like lack of contacts in the automotive industry. Market trends of offshoring auto parts production driving import growth are examined. Financial projections show growth opportunities in the auto parts market. The marketing strategy focuses on building brand awareness through industry events and magazines to penetrate this new market.
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The document discusses the importance of marketing and provides details on key marketing concepts. It defines marketing as the process of attracting customers to generate revenue. It notes that companies heavily invest in marketing campaigns involving things like trailers, posters, and social media to promote products. Several marketing strategies are mentioned, including digital marketing on platforms like Facebook and Google, as well as techniques like content marketing and influencer marketing. The Four P's of marketing - Product, Price, Place, and Promotion - are also summarized.
DIGITAL MARKETINGunit 1 prof.kanchan.pptx
Digital marketing is the promotion of brands online using digital technologies to connect with potential customers. It includes social media, web advertising, email, text messages, and more. Digital marketing allows for bidirectional communication and global reach. Campaigns can be developed and changed faster online. Modern digital consumers are informed by technology and use it to research products before shopping. Effective digital marketing strategies help drive growth by expanding customer engagement across competitive online channels. Creating the best strategy involves researching the market, knowing the audience, testing different tools and channels, and having sales funnels in place. Emerging best practices include chatbots, voice search, personalization, video, social commerce, and privacy marketing.
Push & Pull Strategy international Markets
The document discusses push and pull promotional strategies. A pull strategy involves motivating customers to seek out a brand through advertising, word of mouth, customer relationship management, and sales promotions. A push strategy takes the product directly to customers via trade shows, direct selling, negotiating with retailers, efficient supply chains, and point-of-sale displays. The document recommends using both strategies together for an effective marketing mix. It also discusses targeting global customers by researching their demographics and preferences to craft appropriate push and pull messages, and using different communication methods suited to each market.
Chapter 7
This document discusses various marketing strategies including market segmentation, targeting, positioning, the marketing mix (product, price, place, promotion), branding, packaging, labeling, distribution channels, supply chain management, and the use of celebrity endorsements. It provides examples and definitions for key marketing terms and concepts. The case study examines David Beckham's career and popularity, and asks how celebrity endorsements can benefit companies by associating products with popular or admired public figures.
Personal Selling Ppt1
The document outlines the key objectives and concepts related to personal selling and sales promotion. It discusses the role of salespeople, the four sales channels, and trends in personal selling like relationship and consultative selling. The document also describes the three basic sales tasks, the seven steps in the sales process, and the seven functions of a sales manager. Finally, it discusses the role of ethics in personal selling and provides an overview of consumer-oriented and trade-oriented sales promotions.
Marketing Strategies to Attract the Customers
businesses nowadays growing fast around the world. The industry comprises of various sub-sectors which include the business sector, restaurant and resort. The tourism and hospitality industry is a sector that most countries around the world try to develop. The industry has been one of the major employers throughout the world. The business being a vital part of the wider hospitality industry occupies an important place in the economy of most countries.
Understanding the value of Personalized Marketing Campaigns | The Entrepreneu...
Understanding the value of Personalized Marketing Campaigns | The Entrepreneu...TheEntrepreneurRevie
Methods of Implementing Personalized Marketing Campaigns: 1. Data Collection and Analysis: 2. Segmentation: 3. Personalized Content: 4. Dynamic Website Content: 5. Behavioral Targeting:Core Orientation
1. Incentive programs increase sales and customer rewards programs increase repurchase rates by motivating staff and customers.
2. Targeting marketing towards the most likely buyers of a product can help create new customers.
3. Recognizing employee contributions makes for happier employees which increases customer satisfaction.
4. The document provides tips on using various incentive programs, rewards programs, and targeted marketing to increase business performance metrics like profits, sales, and customer retention.
Sales and managment
The document discusses various aspects of sales management including defining sales management, the roles and responsibilities of a sales manager, key tasks in sales management like sales planning, talent development, and leading a sales team, as well as different sales promotion strategies. It provides details on pull and push strategies, examples of popular sales promotions like buy-one-get-one offers, and characteristics of effective customer service.
Advertising & promotion
The document discusses various aspects of marketing communications and advertising. It defines the communications mix as involving all tools used to communicate with customers, including advertising, social media, packaging, direct marketing, websites, and events. It notes that successful campaigns use all elements of the communications mix in an integrated, multi-channel approach. The document then distinguishes the communications mix from the marketing mix and outlines different types of advertising appeals and sales promotion tools.
Brand Loyalty
This document discusses brand loyalty, which is a consumer's preference to consistently purchase the same brand over others. It is important for companies to achieve brand loyalty as it leads to higher sales volumes, premium pricing ability, and lower costs. The key to creating and maintaining brand loyalty is to focus on favorable brand attitudes by reminding consumers of the value of the product through advertising both before and after purchase. It is also important to develop an excellent product, provide incentives for repeat purchases, ensure high customer service standards, and make the brand highly convenient to purchase. Achieving brand loyalty significantly benefits a company's bottom line.
Use Marketing to Triple Your Business
Marketing your business is everything. Marketing is actively promoting a brand’s product or service. It’s a way of reaching and engaging people. Marketing keeps your company top-of-mind among the decision-makers you are trying to do business with.
WIRL
This document summarizes WIRL, a marketing platform that allows brands to communicate directly with consumers who want to hear from them. It aims to solve issues like brands wasting money on ads consumers avoid, and small brands struggling for reach. On WIRL, consumers follow brands they like and control what messages they receive. Brands can more cost-effectively target willing customers to increase sales, including around gift-giving occasions. A soft launch of WIRL is planned for November 2018 in Leeds focused on small local brands serving students.
Partner Training: Marketing Strategies
This document provides an overview of marketing strategies and services. It discusses traditional marketing methods, developing a marketing plan, and BizCentral USA's marketing services and process. Key points include defining marketing, the importance of ongoing marketing even for seasonal businesses, traditional marketing methods, developing a marketing plan with goals and budgets, and BizCentral's services like press releases, branding, and paid advertising setup. It emphasizes integrating traditional and digital strategies to produce the best results.
Marketing-Strategy.pptx
This document provides an overview of marketing strategies. It defines marketing strategy as a process that allows companies to target limited resources on the best opportunities to increase sales and achieve a competitive advantage. The document then discusses different types of marketing strategies such as business-to-business, business-to-consumer, paid advertising, cause marketing, relationship marketing, and more. It also outlines some advantages of marketing strategies like improved efficiency and targeted approaches, as well as some potential disadvantages like getting stuck with a strategy if it fails or decreases the perceived value of a product.
Importance of marketing and promotion in resort business
1. Marketing and promotion are important for resort businesses to increase brand awareness, customer traffic, and sales. Various media can spread information about the brand to attract potential customers.
2. Promotions help resorts understand their clients and develop financial goals like sales targets and expense budgets. Strategic planning incorporates these marketing, promotion, sales, and financial goals.
3. The Kumarakom Lake Resort offers high-class rooms, restaurants, ayurveda treatments, yoga, and conference facilities. Their marketing strategies include destination weddings, special offers, and flash sales. Promotional strategies highlight that Prince Charles stayed there during a visit to Kerala and it was featured on BBC news.
SMCWgtn with Steve Dimakis (GSL Promotus) - Wednesday 20 November 2013
We're proud to announce our newest sponsors, GSL Promotus. They are New Zealand's largest independent agency - a recently merged agency from two successful advertising agencies: GSL Network and Promotus. The GSL Promotus team are proud supporters of SMCWgtn, and are excited about the future of Social Media Club Wellington and our relationship with them!
To welcome our new sponsor, we have invited Steve Dimakis from GSL Promotus to speak at our November event.
Steve has worked in the Wellington advertising industry since 1999. He is a digital media expert with a real passion for the art of Social Media. His strength lies in fashioning powerful customer centric integrated and digital solutions. He strives to help clients properly engage; to add value, to solve problems, and to entertain!
Promotion Management
The slides here explain what promotion means, the different methods of Promotion, concept of promotion mix etc
Similar to 6 direct marketing strategies (20)
Importance of Marketing: Contemporary Marketing Practices
Importance of Marketing: Contemporary Marketing Practices
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Understanding the value of Personalized Marketing Campaigns | The Entrepreneu...
Importance of marketing and promotion in resort business
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Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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6 direct marketing strategies
- 2. Direct marketing • Direct marketing is one of the best ways to approach customesr or clients and improve your business making new contacts or selling your products. • Also this strategy is very common when looking for maximize brand awareness
- 4. Strategies 1. Loyalty Card • Very common for retailing. • This cards are similiar to credit cards that identifies the holder as a part o user in loyalty program. • They usually have codes, chips or proximity cards to be scanned.
- 5. Strategies 2. Guerrilla marketing • Used for small businesses with small budgets • It is based on creativity and calling for the attention of clients in a memorable way. • Actions stand out as being unconventional
- 6. Strategies 3. Clothing • Another one considered as one of the most popular ways to reach and engage clients. • Companies or brands design their own clothes or put their logo on them.
- 7. Strategies 4. Mailing • Direct marketing strategy that chases conversions and measurable results. • It consists on contacting people via e-mail, sending them special offers linked to landing pages desgined to generate sales or new contacts.
- 8. Strategies 5. Coupons • Another direct marketing strategy looking for conversions. • This is one of the most influentional tools. • It also allows to measure results
- 9. Strategies 6. Promotional gadgets • This increments the oportunity to see the name or logo of a company daily. • They are useful so people uses them constantly • It also helps position of a brand or company on top of mind of clients
- 10. Promotional gadgets If you’re considering on implement a direct marketing strategy based on promotional gadgets, there are some companies that manufacture custom pen drives, which are the most popular effective gadgets on market.