This presentation shall help you with the basics of the Direct Marketing to boost Revenue. As a management faculty this presentation was prepared for academic purposes having practical insights.
This document discusses sales territories and how to design them. It defines a sales territory as a geographic area assigned to a salesperson consisting of current and potential customers. There are several reasons for setting up sales territories, such as increasing market coverage and improving salesforce performance. The document outlines the key steps in designing sales territories including selecting a control unit, finding locations and customers, and deciding on basic territories using either a build or breakdown method. It also discusses assigning salespeople to territories, managing territory coverage through routing and scheduling, and time management tools.
The document outlines the marketing planning process. It discusses that marketing planning involves analyzing the business environment and capabilities, deciding on marketing actions, and implementing decisions. The planning process includes understanding the business situation, researching target customers, positioning the brand, defining offerings, identifying techniques, tools and infrastructure needs, and documenting schedules. Benefits of planning are that it encourages revisiting assumptions, reduces risk, provides accountability, allows for proactivity over reactivity, and can provide a competitive advantage.
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.
This document provides information about a group presentation on sales budgeting. It discusses key concepts like the meaning of a sales budget, objectives of sales budgeting, factors that influence sales budgets, and the importance and process of preparing a sales budget. The sales budget is the first component of the master budget and estimates future revenue and expenses for the sales department. It depends on sales forecasting and considers various internal and external factors.
Personal selling involves oral communication between a salesperson and potential buyer with the goal of making a sale. It focuses on developing a relationship with the buyer and customizing the message before ultimately trying to close the sale. Personal selling provides benefits like customized messaging, feedback, and demonstration of the product, but it also has drawbacks such as expense and difficulty finding qualified salespeople. The personal selling process involves prospecting, communicating, selling, servicing, and gathering information from customers.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
This document discusses various quantitative and qualitative forecasting methods including executive opinion, Delphi method, survey of buyers' intentions, moving averages, exponential smoothing, decomposition, naive/ratio method, regression analysis, and econometric analysis. It provides details on each method such as how it works, advantages, and disadvantages. The document also discusses sales forecasting budgets including sales volume budget, selling expense budget, and administrative budget of the sales department. Budget preparation involves planning, coordination, and control.
This document discusses sales territories and how to design them. It defines a sales territory as a geographic area assigned to a salesperson consisting of current and potential customers. There are several reasons for setting up sales territories, such as increasing market coverage and improving salesforce performance. The document outlines the key steps in designing sales territories including selecting a control unit, finding locations and customers, and deciding on basic territories using either a build or breakdown method. It also discusses assigning salespeople to territories, managing territory coverage through routing and scheduling, and time management tools.
The document outlines the marketing planning process. It discusses that marketing planning involves analyzing the business environment and capabilities, deciding on marketing actions, and implementing decisions. The planning process includes understanding the business situation, researching target customers, positioning the brand, defining offerings, identifying techniques, tools and infrastructure needs, and documenting schedules. Benefits of planning are that it encourages revisiting assumptions, reduces risk, provides accountability, allows for proactivity over reactivity, and can provide a competitive advantage.
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.
This document provides information about a group presentation on sales budgeting. It discusses key concepts like the meaning of a sales budget, objectives of sales budgeting, factors that influence sales budgets, and the importance and process of preparing a sales budget. The sales budget is the first component of the master budget and estimates future revenue and expenses for the sales department. It depends on sales forecasting and considers various internal and external factors.
Personal selling involves oral communication between a salesperson and potential buyer with the goal of making a sale. It focuses on developing a relationship with the buyer and customizing the message before ultimately trying to close the sale. Personal selling provides benefits like customized messaging, feedback, and demonstration of the product, but it also has drawbacks such as expense and difficulty finding qualified salespeople. The personal selling process involves prospecting, communicating, selling, servicing, and gathering information from customers.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
This document discusses various quantitative and qualitative forecasting methods including executive opinion, Delphi method, survey of buyers' intentions, moving averages, exponential smoothing, decomposition, naive/ratio method, regression analysis, and econometric analysis. It provides details on each method such as how it works, advantages, and disadvantages. The document also discusses sales forecasting budgets including sales volume budget, selling expense budget, and administrative budget of the sales department. Budget preparation involves planning, coordination, and control.
This document discusses the retail industry and organized retailing in India. It defines key terms like retailing, retailer, and organized versus unorganized retail. It notes that organized retail makes up only 2% of the Indian market currently but is growing rapidly. The retail industry is transforming in India as incomes rise, more people live in cities, and consumers aspire to new products and shopping experiences. Future projections estimate organized retail will capture 28% of the Indian market by 2017, representing rapid growth compared to other countries at similar development levels.
The document discusses consumer decision making and relationship marketing. It covers levels of consumer decision making from extensive problem solving to routinized response behavior. It also discusses four models of consumer decision making: economic, passive, cognitive, and emotional views. Finally, it discusses relationship marketing, which aims to create strong relationships between customers and businesses.
Communication objectives serve as benchmarks for communication planning and decision making between organizations. They translate overall marketing goals into specific communication goals and should be measurable. Objectives may include increasing brand awareness, preference, or sales. Setting objectives requires analyzing the target market and competitors as well as determining primary versus secondary goals. Objectives help measure the success or failure of communication programs relative to the defined goals.
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
Approach is the stage where the salesperson makes direct contact with the prospect. It involves gaining access to the prospect in order to present the product offer. There are several stages in the selling process according to the document:
1. Prospecting involves identifying and locating potential buyers.
2. Pre-approach is gathering information about the prospect to plan the best approach.
3. Approach is making direct face-to-face contact with the prospect.
4. Presentation and demonstration involves showing the prospect how the product meets their needs.
5. Handling objections deals with answering questions and concerns from the prospect.
6. Closing is asking for and obtaining an order from the prospect.
The document discusses different lifecycles including the product lifecycle, innovation adoption lifecycle, and customer lifecycle.
The product lifecycle has four stages: introduction, growth, maturity, and decline. The innovation adoption lifecycle describes five categories of adopters: innovators, early adopters, early majority, late majority, and laggards.
The customer lifecycle also has four stages: new customers, existing customers who can be ideal, unhappy, or in silent attrition, exiting customers looking for alternatives, and exited customers who have left.
Establishing Objectives and Budgeting for the Promotional ProgramIndrajit Bage
This document discusses setting objectives and budgeting for promotional programs. It outlines the importance of setting specific, measurable objectives to guide planning, communications and evaluation. Objectives can be sales-oriented or focus on communication tasks like awareness, comprehension, conviction and action. Budgeting approaches include top-down, bottom-up, percentage of sales and return on investment. The budget is then allocated across different elements based on factors like market size, share goals and organizational characteristics.
The document discusses sales force management. It covers several topics in 3 sentences or less each: introduction to sales and its reputation; types of sales organizations and sizes; objectives of a sales force like prospecting and selling; strategies for reps to work with customers; common structures like territorial and product based; determining size based on workload and call frequency; recruitment, selection, training, supervision, motivation, evaluation, and compensation of sales forces.
This document discusses direct marketing. It begins by outlining the learning objectives, which are to recognize direct marketing as a communication tool, understand the strategies and tactics involved, demonstrate the use of direct marketing media, and determine the effectiveness of direct marketing. It then defines direct marketing as communicating directly with target customers to generate a response or transaction. Several factors that have contributed to the growth of direct marketing are discussed, including the rise of credit cards, changing consumer behaviors, and technological advances. The role of direct marketing in integrated marketing communications programs is also examined.
This document discusses distribution channels. It defines distribution as managing the movement of goods from producers to consumers. Common distribution channels involve manufacturers, wholesalers, distributors, retailers and customers. Goods and payments flow between these parties. Intermediaries like agents, wholesalers and distributors take ownership of goods and sell to other parties for a profit. The document outlines three main types of distribution channels: intensive, selective and exclusive.
What steps are required in developing an advertising program?Sameer Mathur
1. Developing an effective advertising program requires 5 steps: defining the mission or advertising objective, determining the advertising budget, generating the advertising message, selecting appropriate media, and measuring the communication and sales effects of the advertising.
2. The mission sets specific communication goals and targets for the advertising campaign within a given time period, such as being informative, persuasive, or providing reminders.
3. The budget considers factors like the product's life cycle stage, market share, competition level, and frequency of advertising needed. It aims to build brand equity through investment rather than just as an expense.
Creative Strategy: Implementation and EvaluationMike Weber
This document discusses advertising appeals, execution styles, and creative tactics. It covers two categories of appeals - informational/rational and emotional. Execution styles include presentation of information, demonstration, comparison, testimonials, and slice-of-life. Creative tactics for print and television can include animation, fantasy, slice-of-life, demonstration, and humor. Guidelines for evaluating creative output include ensuring the approach meets objectives, targets the audience effectively, and clearly communicates the message in a truthful and tasteful way.
This document discusses various aspects of media used for advertising, including definitions of different types of media (e.g. television, radio, newspapers, magazines), goals of using media, categories of media, and advantages and disadvantages of different media types. It also covers topics like media mix, effective communication strategies, understanding audiences, and the five stages of consumer adoption process.
The document discusses managing a sales force and outlines key tasks:
1. Designing sales force strategy including structure, size, territories, and products.
2. Recruiting and selecting salespeople through various procedures and evaluating their aptitude, skills, and traits.
3. Training salespeople on products, competitors, customers, presentations, and responsibilities.
4. Compensating salespeople through salary, benefits, bonuses, and commissions.
5. Supervising and motivating salespeople through goals, incentives, and organizational climate.
This document discusses sales quotas and quota setting procedures. It defines what sales quotas are and their purposes. There are different types of sales quotas, including sales volume quotas, profit quotas, and activity quotas. The document outlines the quota setting procedure which involves setting parameters, adding expected growth, and allocating individual quotas. Sales territories are also discussed, including what they are, different types, and elements of territory management.
The document summarizes a group presentation on public relations. It includes the group profile, definitions of public relations, descriptions of common public relations plans and processes, tools used in public relations, advantages and disadvantages, and how to evaluate a public relations program. The group's presentation covered the key aspects of developing and implementing an effective public relations strategy and evaluating its impact.
This document discusses advertising research and its various methods and processes. It begins by defining advertising research and explaining its purpose to improve advertising efficiency. It then discusses the traditional tools and importance of adapting to new media/audiences.
The document outlines the advertising research process as having three stages: preliminary discussions/agreements, planning/data collection, and application. It provides details on various pre-market and post-market research methods like copy testing, consumer juries, rating scales, and recall tests. Finally, it discusses challenges in audience measurement and references additional resources.
Direct marketing is an interactive marketing system that uses advertising media to solicit transactions. It has three main purposes: close a sale, identify prospects, and build brand loyalty. Convenience and technology have driven its growth, allowing more precise segmentation and relationship building. Direct marketers use databases to understand customers and target communications, applying techniques like frequency marketing and cross-selling while respecting privacy concerns. Effective direct marketing requires integrating different media like mail, telephones, email, and personal selling to close sales.
This document provides guidance on implementing 1-to-1 marketing strategies through building a customer database. It emphasizes that marketing to existing customers is more profitable than acquiring new customers. It recommends collecting detailed customer information and storing it in marketing software to enable targeted communications. Successful 1-to-1 marketing requires contacting customers 6-20 times to become familiar with your business and build awareness over time.
This document discusses the retail industry and organized retailing in India. It defines key terms like retailing, retailer, and organized versus unorganized retail. It notes that organized retail makes up only 2% of the Indian market currently but is growing rapidly. The retail industry is transforming in India as incomes rise, more people live in cities, and consumers aspire to new products and shopping experiences. Future projections estimate organized retail will capture 28% of the Indian market by 2017, representing rapid growth compared to other countries at similar development levels.
The document discusses consumer decision making and relationship marketing. It covers levels of consumer decision making from extensive problem solving to routinized response behavior. It also discusses four models of consumer decision making: economic, passive, cognitive, and emotional views. Finally, it discusses relationship marketing, which aims to create strong relationships between customers and businesses.
Communication objectives serve as benchmarks for communication planning and decision making between organizations. They translate overall marketing goals into specific communication goals and should be measurable. Objectives may include increasing brand awareness, preference, or sales. Setting objectives requires analyzing the target market and competitors as well as determining primary versus secondary goals. Objectives help measure the success or failure of communication programs relative to the defined goals.
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
Approach is the stage where the salesperson makes direct contact with the prospect. It involves gaining access to the prospect in order to present the product offer. There are several stages in the selling process according to the document:
1. Prospecting involves identifying and locating potential buyers.
2. Pre-approach is gathering information about the prospect to plan the best approach.
3. Approach is making direct face-to-face contact with the prospect.
4. Presentation and demonstration involves showing the prospect how the product meets their needs.
5. Handling objections deals with answering questions and concerns from the prospect.
6. Closing is asking for and obtaining an order from the prospect.
The document discusses different lifecycles including the product lifecycle, innovation adoption lifecycle, and customer lifecycle.
The product lifecycle has four stages: introduction, growth, maturity, and decline. The innovation adoption lifecycle describes five categories of adopters: innovators, early adopters, early majority, late majority, and laggards.
The customer lifecycle also has four stages: new customers, existing customers who can be ideal, unhappy, or in silent attrition, exiting customers looking for alternatives, and exited customers who have left.
Establishing Objectives and Budgeting for the Promotional ProgramIndrajit Bage
This document discusses setting objectives and budgeting for promotional programs. It outlines the importance of setting specific, measurable objectives to guide planning, communications and evaluation. Objectives can be sales-oriented or focus on communication tasks like awareness, comprehension, conviction and action. Budgeting approaches include top-down, bottom-up, percentage of sales and return on investment. The budget is then allocated across different elements based on factors like market size, share goals and organizational characteristics.
The document discusses sales force management. It covers several topics in 3 sentences or less each: introduction to sales and its reputation; types of sales organizations and sizes; objectives of a sales force like prospecting and selling; strategies for reps to work with customers; common structures like territorial and product based; determining size based on workload and call frequency; recruitment, selection, training, supervision, motivation, evaluation, and compensation of sales forces.
This document discusses direct marketing. It begins by outlining the learning objectives, which are to recognize direct marketing as a communication tool, understand the strategies and tactics involved, demonstrate the use of direct marketing media, and determine the effectiveness of direct marketing. It then defines direct marketing as communicating directly with target customers to generate a response or transaction. Several factors that have contributed to the growth of direct marketing are discussed, including the rise of credit cards, changing consumer behaviors, and technological advances. The role of direct marketing in integrated marketing communications programs is also examined.
This document discusses distribution channels. It defines distribution as managing the movement of goods from producers to consumers. Common distribution channels involve manufacturers, wholesalers, distributors, retailers and customers. Goods and payments flow between these parties. Intermediaries like agents, wholesalers and distributors take ownership of goods and sell to other parties for a profit. The document outlines three main types of distribution channels: intensive, selective and exclusive.
What steps are required in developing an advertising program?Sameer Mathur
1. Developing an effective advertising program requires 5 steps: defining the mission or advertising objective, determining the advertising budget, generating the advertising message, selecting appropriate media, and measuring the communication and sales effects of the advertising.
2. The mission sets specific communication goals and targets for the advertising campaign within a given time period, such as being informative, persuasive, or providing reminders.
3. The budget considers factors like the product's life cycle stage, market share, competition level, and frequency of advertising needed. It aims to build brand equity through investment rather than just as an expense.
Creative Strategy: Implementation and EvaluationMike Weber
This document discusses advertising appeals, execution styles, and creative tactics. It covers two categories of appeals - informational/rational and emotional. Execution styles include presentation of information, demonstration, comparison, testimonials, and slice-of-life. Creative tactics for print and television can include animation, fantasy, slice-of-life, demonstration, and humor. Guidelines for evaluating creative output include ensuring the approach meets objectives, targets the audience effectively, and clearly communicates the message in a truthful and tasteful way.
This document discusses various aspects of media used for advertising, including definitions of different types of media (e.g. television, radio, newspapers, magazines), goals of using media, categories of media, and advantages and disadvantages of different media types. It also covers topics like media mix, effective communication strategies, understanding audiences, and the five stages of consumer adoption process.
The document discusses managing a sales force and outlines key tasks:
1. Designing sales force strategy including structure, size, territories, and products.
2. Recruiting and selecting salespeople through various procedures and evaluating their aptitude, skills, and traits.
3. Training salespeople on products, competitors, customers, presentations, and responsibilities.
4. Compensating salespeople through salary, benefits, bonuses, and commissions.
5. Supervising and motivating salespeople through goals, incentives, and organizational climate.
This document discusses sales quotas and quota setting procedures. It defines what sales quotas are and their purposes. There are different types of sales quotas, including sales volume quotas, profit quotas, and activity quotas. The document outlines the quota setting procedure which involves setting parameters, adding expected growth, and allocating individual quotas. Sales territories are also discussed, including what they are, different types, and elements of territory management.
The document summarizes a group presentation on public relations. It includes the group profile, definitions of public relations, descriptions of common public relations plans and processes, tools used in public relations, advantages and disadvantages, and how to evaluate a public relations program. The group's presentation covered the key aspects of developing and implementing an effective public relations strategy and evaluating its impact.
This document discusses advertising research and its various methods and processes. It begins by defining advertising research and explaining its purpose to improve advertising efficiency. It then discusses the traditional tools and importance of adapting to new media/audiences.
The document outlines the advertising research process as having three stages: preliminary discussions/agreements, planning/data collection, and application. It provides details on various pre-market and post-market research methods like copy testing, consumer juries, rating scales, and recall tests. Finally, it discusses challenges in audience measurement and references additional resources.
Direct marketing is an interactive marketing system that uses advertising media to solicit transactions. It has three main purposes: close a sale, identify prospects, and build brand loyalty. Convenience and technology have driven its growth, allowing more precise segmentation and relationship building. Direct marketers use databases to understand customers and target communications, applying techniques like frequency marketing and cross-selling while respecting privacy concerns. Effective direct marketing requires integrating different media like mail, telephones, email, and personal selling to close sales.
This document provides guidance on implementing 1-to-1 marketing strategies through building a customer database. It emphasizes that marketing to existing customers is more profitable than acquiring new customers. It recommends collecting detailed customer information and storing it in marketing software to enable targeted communications. Successful 1-to-1 marketing requires contacting customers 6-20 times to become familiar with your business and build awareness over time.
Recruiters must understand basic B2B marketing concepts like creating an editorial calendar, using direct mail campaigns, and implementing lead nurturing. An editorial calendar maps out topics and communications over six months and considers resources, audience interests, and company positioning. Direct mail should include an offer and connect with recipients on a personal level. Guided voicemail marketing provides a cost-effective way to reach prospects through a live or automated calling system. Marketers should test campaigns, survey readers, and segment prospects to improve relevance and response rates.
You've heard about integrated marketing for years but today's reality goes beyond connecting tactics and conducting multi-channel campaigns. What’s happening is a convergence of both online and offline marketing methods as well as a fusion of digital channels and newly evolving opportunities. What's driving it is the rise of Web 2.0, dominated by user generated content, social networking, citizen journalism and growing access to and transparency of content – personal and otherwise. Learn the alchemy behind creating your own marketing fusion in the digital age, how to leverage components to create a whole greater than the sum of its parts, and why you can’t afford to keep online marketing in the silo or out of the mix any longer.
As a former marketing professor and current direct, social media and digital marketing consultant, I am often asked about old school direct marketing and its rules, terms and analytics.
I created this simple direct marketing primer for a client who was looking to enter the direct mail space.
About the author:
Jim Gilbert, is the CEO of Gilbert Direct Marketing, Inc, and President of The non-profit networking and education organization - The Florida Direct Marketing Association.
Jim is a former adjunct Professor of Marketing teaching at Miami International University.
He can be reached at jim@gilbertdirectmarketing.com, or follow him on twitter: @gilbertdirect. or Linkedin: www.linkedin.com/in/jimwgilbert/en
An Introduction To Integrated Marketing Communicationscharmi
The document defines integrated marketing communications (IMC) as a concept that recognizes the added value of a comprehensive marketing communications plan that combines various communication disciplines to maximize impact. There are two main ideas involved in IMC - ensuring consistency of messaging across different media with "one voice", and integrating communications to simultaneously achieve communication goals like changing attitudes as well as driving behavioral actions like purchases. IMC involves strategically coordinating different communication tools like advertising, direct marketing, digital marketing, sales promotion, publicity, and personal selling.
The document discusses integrated marketing communications (IMC), which aims to make different communication channels like advertising, PR, sales promotion etc. work together in a coordinated way.
It describes the key elements of an IMC mix, including horizontal and vertical integration across business functions and objectives. Benefits are creating competitive advantage through a consistent message. Challenges include organizational silos and different timelines across channels.
The document also provides overviews of different promotional tools - advertising, publicity, personal selling, sales promotion and direct marketing - comparing their effectiveness and advantages/disadvantages in building awareness, inducing purchase and maintaining relationships.
The document defines integrated marketing communications (IMC) and its various tools, including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It provides definitions and discusses advantages and disadvantages of each tool. The goal of IMC is to achieve marketing objectives through a coordinated use of these different communication methods that reinforce each other.
The document provides an overview of direct mail fundraising and best practices. It discusses how direct mail has been used for over 800 years and can be used to acquire, retain, and convert donors. Key tactics discussed include personalization, endorsements/testimonials, and including premiums. Choosing the right database and testing lists is presented as both an art and a science. Metrics like response rate and long-term donor value are important to measure success. The document also compares different media like email, SMS, telephone and recommends direct mail for its ability to reach all potential donors and build brand awareness. Tips for writing effective direct mail letters include using simple, concrete stories told from a first-person perspective.
This document provides an overview of integrated marketing communications, direct marketing, sales promotion, and public relations/publicity. It defines direct marketing and discusses its key features, functions, growth, advantages, disadvantages, and strategies. It also outlines various tools and techniques used in consumer-oriented and trade-oriented sales promotion. Finally, it discusses the meaning, importance, tools, and strategies used in public relations and publicity.
Week 6 Lecture - Georgetown University MPPR - 750Mark Story
The document discusses various methods for measuring trust and public relations effectiveness, including advertising value equivalencies (AVEs) and more advanced metrics like cost per message communicated (CPMC). It notes that AVEs are flawed because they treat all media coverage equally regardless of tone or credibility. CPMC is presented as a better option that accounts for how many key messages from PR efforts are actually communicated through media placements. The document also discusses defining key publics, setting measurable goals, and analyzing trust measurement data to identify potential issues before they become crises.
Integrated marketing communications (IMC) is a concept that recognizes the value of a comprehensive marketing communications plan that evaluates various communication disciplines like advertising, direct marketing, digital marketing, sales promotion, and public relations. The plan combines these disciplines to provide clarity, consistency, and maximum impact. IMC aims to shift focus from advertising-centric approaches to utilizing multiple communication tools in an integrated way.
Jane Cooper and Tim Montgomery of Cooper Hong Inc. presented on cross-marketing strategies to help businesses grow. Cross-marketing involves partnering with other companies or organizations that target similar customers to increase visibility, goodwill, and save costs. The presentation outlined the benefits of cross-marketing such as expanding customer bases, saving time, and increasing creativity. They provided examples of effective cross-marketing campaigns and discussed developing cross-marketing campaigns through understanding customer profiles, identifying partner businesses, finding mutual benefits, and implementing joint marketing plans.
The document summarizes a two-part presentation on customer relationship management (CRM). It discusses research showing that a small percentage of "initiators" are responsible for most event attendance through social connections. It also discusses the importance of customer loyalty, referrals, and responding to customers' needs at the right moments through "dialogue marketing". The presentation argues institutions must be committed to customer-focused relationships, consistent messaging, and addressing customer service issues to build loyalty and grow through referrals.
The document provides an overview of integrated marketing communications (IMC), defining it as a planning concept that evaluates various communication disciplines including advertising, direct marketing, interactive marketing, sales promotion, and public relations to provide clarity, consistency and maximum impact. It discusses the reasons for the growing importance of IMC and describes various IMC tools and how they are used, including different types of advertising, direct marketing, interactive marketing, sales promotion, publicity and public relations.
The document discusses cross-media marketing and provides an agenda for a marketing seminar on the topic. It includes examples of how different media like direct mail, email, personalized URLs, and SMS can be combined into an integrated marketing campaign. Case studies are presented and guidelines provided for developing a cross-media strategy and measuring results.
The document discusses cross-media marketing and provides an agenda for a marketing seminar on the topic. It includes examples of how different media like direct mail, email, personalized URLs, and SMS can be combined into an integrated marketing campaign. Case studies are presented and guidelines provided for developing a cross-media strategy and measuring results.
Direct marketing involves communicating directly with target customers to generate a response or transaction. It aims to establish direct relationships with customers by capturing personal information in a database. Databases include customer profiles, purchase histories, and other details used to identify prospects, select customers to receive offers, and build relationships. Direct marketing strategies include direct mail, telemarketing, infomercials, catalogs, and broadcast media. The goal is to directly reach qualified potential customers through these targeted channels.
19-04-2010, Today, we are fighting outbreak of Corona. This act, The Epidemic Diseases Act, 1897, gives outline about, quarantine, inspection, segregation, isolation etc. This act, also outlines about the powers of State and Central Government.
This document provides an overview of bailment and pledge under Indian contract law. It defines bailment as the delivery of goods by one person to another for a purpose, upon agreement that the goods will be returned after the purpose is accomplished. Pledge is defined as a special type of bailment where goods are deposited as security for a debt. The document outlines the essential features of bailment, different types of bailment, rights and duties of the bailor/bailee and pledger/pledgee, and exceptions for pledge by non-owners. It aims to increase general understanding of bailment and pledge concepts.
The document provides an overview of various communication models, including linear, transactional, and interactive models. It summarizes several key models, such as Lasswell's model, Aristotle's model, Shannon and Weaver's model, Berlo's SMCR model, Barnlund's transactional model, and Schramm's interactive model. The document is intended as learning material for a session on communication models.
A person can not be present all the times at all the places. He, as a Principal can appoint his Attorney to execute tasks which he could have done by himself as if done by himself by executing Power of Attorney (PoA).
This presentation on The Press Council Act, 1978 shall be helpful to management, media, law students and public at large and help understand basics of laws related to Media.
This learning resource shall guide you with basics of E-Marketing. You can transform traditional business model to online business model with small management planning and technical know how. e-Welcome!
This document is a dissertation submitted by Avinash Murkute to Bharati Vidyapeeth University in Pune, India for an LLM degree in the year 2015-2016. The dissertation analyzes international commercial arbitration from both an Indian and global perspective. It discusses the evolution of arbitration from traditional times to the UNCITRAL Model Law on International Commercial Arbitration. It examines key concepts like the UNCITRAL, Model Arbitration Law, arbitration provisions in the Indian law, composition and jurisdiction of arbitral tribunals, and enforcement of foreign awards. The dissertation also analyzes emerging topics like online dispute resolution and includes interviews with experts.
1) The document discusses the International Civil Aviation Organization (ICAO), which was created in 1944 by 54 nations to ensure safe and orderly growth of international civil aviation.
2) ICAO aims to promote safety and uniform regulations through establishing international standards and recommended practices.
3) ICAO is a specialized UN agency with 191 member states that coordinates assistance and capacity building for states on issues relating to aviation safety, security, and performance.
The document summarizes the International Covenant on Civil and Political Rights (ICCPR), which was adopted by the UN General Assembly in 1966. It describes the ICCPR's recognition of inherent human dignity and equal rights. The ICCPR guarantees civil and political rights including the right to self-determination, equal protection, liberty, due process, privacy, freedom of speech and religion. It establishes a Human Rights Committee to monitor implementation of the ICCPR and receive reports from state parties. In conclusion, it notes that the ICCPR sets basic principles for upholding minimum human rights standards.
The United Nations is an international organization established in 1945 to promote international cooperation. It currently has 193 member states. The UN aims to maintain international peace and security, protect human rights, deliver humanitarian aid, promote sustainable development, and uphold international law. It provides a forum for member states to discuss issues and negotiate solutions to global problems. However, the UN faces criticisms related to its effectiveness in achieving its goals like maintaining peace and security due to veto powers of permanent Security Council members and issues with achieving consensus among diverse member states.
The Maintenance and Welfare of Parents and Senior Citizens Act, 2007 is an effort towards maintenance support to elderly parents and senior citizens and for simple, speedy and effective relief to elderly persons. An effective mechanism to the senior citizens to facilitate the claims of maintenance from their children, grandchildren or relatives. This presentation shall help all to understand the fabric of this Legal Instrument
Citizens are required to take affidavit(s) for various needs but legal understanding about the Affidavit is less. This presentation shall prepare them to be ready to take affidavit. Remember Affidavit is not as simple as making a telephone call. Follow the process.
Ideas of Local Self Help Governance and Panchayat Raj System (institutions) are enshrined in the Constitution of India. This instruction shall help us understand PRI and PRS.
This presentation shall provide practical insights of The Maharashtra Regulation of Marriage Bureaus and Registration of Marriages Act, 1998 and shall help those who are getting married and would like register the marriage and avail marriage registration certificate.
Agent, Agency are most commonly used words. Do we really understand what they mean? This presentation shall be of help to understand the meanings thereof.
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2. What is Direct Marketing?
Direct Marketing is both marketing and sales.
Direct Marketing is the translation of one-on-one, face-
to-face selling into broad reach media.
Definition: Any advertising activity which creates and
exploits a direct relationship between you and your
prospect or customer as an individual.
3. Difference from other activities?
General advertising speaks to people en masse. It does
not try to isolate them as individuals. Nor does it
normally demand immediate action.
Sales promotion is designed to achieve an immediate
effect on sales. It does not build relationship.
Public relations employs media controlled by others.
Packaging is again devoid of any relationships.
4. Direct Marketing is always selling
Product / Service / Next Step
Response
Continued Engagement
5. Mass Targeted
Competitive Attention Selective Attention
Breadth Depth
Remember Respond
Impression Decision
Pay for Everyone Pay for Targets
General Advertising and Direct Mail –
A Simple Comparison
Advertising Direct Marketing
6. Two Important Factors in DM
Pre-selection
Refining the target based on pre-existing
level of interest
The Offer
What does it take to provoke response?
7. The Relative Power of Media
Likeability
Demands Time
Expensive
Weakness
Face-to-Face
Strengths
Sight
Sound
Eye Contact
Body Language
Interaction
Demo Ability
One-to-One
Provides Time
Pre-selection
No Attention Competition
Chemistry
8. Sight
Pre-selection
Low attention competition
Strengths
Direct Mail
Easy not to engage
4 seconds to involve
Postal system dependent
Weaknesses
List dependent
The Relative Power of Media
9. The Relative Power of Media
Sound
Some Chemistry
Interaction
One-to-One
Pre-selection
Low Attention Competition
Strengths
Interruptive
Requires Time
Annoying
Weaknesses
Telephone (Outbound)
11. Some Unfortunate Truth About
Direct Marketing
The more we need people to read (listen, watch), the less willing
they are to do so.
The more resistant the universe, the more expensive the cost of
buying sales time (choice of medium, and devices within each
medium; offer)
Cost of persuasion power is inversely proportional to the level of
pre-existing interest within a prospect universe
The more it costs to acquire a customer, the less valuable the
customer.
12. Sales Support – The Sales Sequence
The sales sequence is the set of decision steps
necessary to close a sale matched with a set of
communications designed to provoke each step.
Direct Marketing tools are typically used to narrow
the universe to “qualified prospects” .
DM sells the next step in the sequence.
The cost of acquisition is the total cost of all the
contacts at each step necessary to provoke a single
decision to the next step.
13. Cost of Acquisition in a Sales Sequence
Step1:
Lead Generation
Step 2:
Qualification
Step 3:
Sales Call
Vehicle: Direct Mail Vehicle: Telephone Vehicle: Personal Selling
10,000 500 Universe: 50
Cost/Contact: 1.00 Cost/Contact: 10.00 Cost/Contact: 200.00
Response Rate:
5%
Conversion to Appt. :
10%
Conversion to Sale: 25%
Cost/Conversion:
10,000/500 = 20
Cost/Appointment:
500 x 10 = 5,000/50 = 100
Cost/Sale:
50 x 200 = 10,000/13 = 770
Total Cost of Acquisition = 20 + 100 + 770 = 890
14. Common Sales Sequences
Mail/Ad Phone Mail/Email Phone P Sales
Generate
Interest
Qualify
Decision
Authority
Determine DM
Provide
information
or quote
Set
appt.
See
rep
Phone Mail/Email Phone P Sales
Generate
and Qualify
Id decision
Provide Info
Confirm Call
Back
Answer Q’s
Set appt.
Demo
Close
Sell the next step.
16. Selection Factors
Consumer Lists
Age / Income
Sex / Marital Status
Homeowner
Type of apartment
Interests
Presence of children
Geographical (zip,
county, state)
Business Lists
Standard Industry Details
Employee Size
Annual Sales/Revenue
Title
Any other information
Corporate information,
number of years in business
Geographical (zip, county,
state)
Tel / Fax / E-mail / Web
Credit information
17. Few Envelope Formats
Window Envelopes
Plastic Card
Invoice
Personal
Odd Size
Certified
See Through
Dimensional
Invitation
Handwritten
Readers Digest Used
funny stamps and
impressive stamps in
their Direct Marketing
Campaigns
18. Letter Planning and Structure
The Opening
The Body
The Close
The Signature
The P.S.
19. Writing Leads for Letters – How to Start
A strong, startling fact, research result, something true of
their industry
Establish a connection
referral
similar occupation
status as a customer, etc.
recognition of status as a donor/contributor
Tell a story
A quote
Reference a competitor
21. The Three Phases in the Lifetime
of a Customer
1
Phase
2
Phase
3
Phase
Relationship
Formation
Reinforce Decision
Key to Source
and Channel
Relationship
Cultivation
Personalize
Build Trust
Quantify Potential
Relationship
Management
Cross-Sell
Fit Value Proposition
to Customer Needs
22. The Second Transaction is Critical
Customers are converted or lost in the first 30 – 120 days
Create positive early experiences that cement the
relationship
Fast shipping, delivery
Project Loyalty from early behavior
Provide opportunities for additional transactions while
interest is high
Use communication to drive behavior and the
relationship
23. Retaining/ Growing the Relationship at the
Lowest Cost
Customers Mailings
A - Diamond 12x
B - Gold 8x
C - Silver 7x
D - ? 6x
24. Recipients of Direct Mail
Customers
Have pre-existing interest, Will read more copy
Require less costly mail
Mailing to customers generates $ and improves retention
Prospects
Pre-existing interest is “likely”
Requires more expensive mail to buy readership
Resistant to reading (looking for a reason to stop)
Relevance is key
Influencers
25. Unfortunate Truths - Direct Mail
People read direct mail, looking for a reason to stop
The margin of error on direct mail is greater than in any other
medium.
Special interest offerings tend to do best in direct mail, but the
more specialized the interest, the more limited the growth potential
(requires product proliferation – old/new/same).
There is an inverse relationship between degree of pre-existing
interest and cost per response.
There is a direct relationship between readership and response.
People are not dying to hear from you.
Very little body copy is ever actually re-read.
26. Formulate your strategy
What is your overall business activity
What is your positioning?
What current marketing activities do you conduct?
What is the state of your database?
Have you sold the concept of Direct Marketing within your
organization?
Where exactly Direct Marketing should fit in your organization
28. Various Mediums available
Direct mail
Door to door drop
Newspapers
Magazines
Broadcasters: TV, Radio.
Telephone, Fax
Posters
Newsletters
Web as powerful medium………….Video mailers / Pod cast
30. Successful Direct Marketers
American Express
Readers Digest
Eureka Forbes, Amway, etc.
Banks: HDFC, ICICI, Barclays and many others
Insurance companies: LIC, TATA AIG, MAX
Book Publishers: Sage Publications, etc
Magazines: India Today, Money Life, Business Today
Advertisements: Times of India, Sakal, etc.
31. The Last Premise
Focus on Them
“You can make more friends in 2 months
by becoming interested in other people
than you can in 2 years by trying to get
people interested in you.”
Dale Carnegie
33. Q&A - Contact
Avinash MurkuteAvinash Murkute
Mobile: +91-9822698070
E-mail: avinash@galaxy4u.in
Web: www.galaxy4u.in
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Doubt is the key to knowledge.
Editor's Notes
I can get you interested.
I only need to know you have a need – that’s why qualified leads are based on need and where ________________?
not interested
30 minutes
With 4 seconds distraction, etc. is is virtually impossible to get people interested – the key is to find people who have an interest and reinforce it. No matter how targeted the message, if we can’t find the __________ we can’t use the medium.
1. And, really, they’re at different points in the dereg process…awareness, visibility of choice, as well as interest in/willingness to switch varies as well.
2. This means some people will be left out,and we have to find a way to play that to our advantage.
3. But I want you to think about the word promise. Because what there does not seem to be a lot of in the energy market is promising. And it represents an ownable point of difference for New Power.
1. And, really, they’re at different points in the dereg process…awareness, visibility of choice, as well as interest in/willingness to switch varies as well.
2. This means some people will be left out,and we have to find a way to play that to our advantage.
3. But I want you to think about the word promise. Because what there does not seem to be a lot of in the energy market is promising. And it represents an ownable point of difference for New Power.