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.

1. BY-
SHALVI SHARMA
K04086

2. Direct Marketing(DM)
Tool of DM
• Catalog
• Direct Mail
• Telemarketing
• Direct Response
Advertising
Definition
It occurs when a seller &
Customer deal with each
other directly, rather than
through an intermediary.
Primary Goal
The Primary goal of
DM isproducing
Sales.

7. Allows for the collection of
Relevant Data about the
Customers
Greater accuracy in
targeting consumers
Timing can be controlled to
maximize impact
All outcomes are
precisely measurable
Provide more opportunities for
feedback from consumers
ADVANTAGES OF DIRECT MARKETING

8. Your Logo www.company.com
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Advantages & Disadvantages of DM
Disadvantages of Direct Marketing
1 Higher initial costs than other traditionaladvertising
methods
Spamming: Too many Catalogs, Junk Mails andCalls
People are still reluctant to purchase a product sight unseen.
Unable to reach everyone in the Marketplace

9. Objectives/Strategies
It has three objectives
Lead Generation, Traffic Generation and
01
The Offer
All DM contains an offer. Typically, consist on product description,
terms of sale and benefits etc. e.g. Buy one Get one Free
02
Response/Order
DM aims to generate a behavioral response, specially,
sales. It can be done by making a relevant offer.
03
Fulfillment & Customer maintenance
Getting product to the customer who ordered it.
It includes all backend activities designed to make easy for the customer to
respond. Such as Tool free numbers, free trials etc
04
Relationship Building
It includes: Follow up Mailings and Customer Service05
The Direct Marketing Process

10. Database Marketing
To record names of
Customers
For sorting and measuring the
results of Advertising
For sorting and measuring
purchasing performance
To provide a vehicle for continuing direct
communication by mail or Phone
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DB Marketing
DBM is the heart of direct
marketing
Storing Customers’ details in a
database.
The purpose of DBM is to
produce up-to-date
information of customers as
well as their interaction with
the Company.

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Collection Point
Data Entry
Data Assessment
Data Clustering
Data Application
Data Sharing
Data Reinforcement
Database Marketing Process
Customer Relationship
Management (CRM)

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Tools of
DM
Direct Mail
Catalogs
Telemarketing
Direct Response
Advertising
Integrated Direct
Marketing
The Tools of Direct Marketing

13. Advertising mail, also known
as direct mail is the delivery
of advertising material to
recipients by mail.
Direct mail marketing
strategies include postcards,
coupons,
advertising
special
circulars,
newspapers, free trial
offers,
free
CDs,
catalogs, and pre-approved
credit card applications.
Direct mail
granddaddy
is the
of the
direct response
Email marketing is now a
very popular offshoot of
direct mail marketing
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Direct Mail

14. Attention 01
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Personalize
Lead in
Start it with a brief yet compelling
or surprizing statement.
e.g. dear friend, i can really kick
myself.
Success
The Offer
The Letter
The Closing
Direct Mail Message Design

16. 02.
Catalogs have become very
popular & people even pay
for it.
03.
Number of
Advertisers are using
video catalogs
04.
Video Catalogs provide
more information about
the products
05.
Consumers can go
online to review
different catalogs.
06.
There are catalogs for purses,
rings, cheese and hams,
computer accessories etc.
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The electronic catalog has
also been marketed to readers
of computer magazines
01.
Acatalog is a multipage direct
mail publication that shows a
variety of merchandise
Catalog

17. Telemarketing
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Telemarketing is
marketing
involves
01 customers
a
strategy that
connecting with
over the
telephone or, more recently,
through web-based video
conferencing.
Cold Calling
These callers works
in Call centers.
Atypical TM campaign
involves 75 people making
250,000 calls over 3
months.

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A customer reads an
advertisement for a new
product and calls an
A cable company will call its current
customers to advertise a new promotion.
With inbound
telemarketing, a
customer calls in
to the cell center.
With outbound telemarketing,
call centers call potential
customers directly
Inbound Outbound
Types of Telemarketing

19. It should be simple
enough to deliver
over phone
In case of technical
details use direct
mail
It must be
Compelling
It should have
strong initial
benefit
It must be short
Telemarketing Message Design

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It is designed to get
immediate response or
action.
The move to action
makes it effective
Trackable
Measurable
But, it can’t be reach large
audience, reaching each
individual will increase the cost.
Desigh
Reason
Trackable
Measurable
Lack in DRA
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Direct ResponseAdvertising

21. Television is a good medium
for direct marketers to
advertise broadly.
An Ad on radio with Toll free
number or contact information.
Print
Broadcast
Less directly targeted than
direct mail or catalog.
Ads in News Papers and
Magazine with an address or
toll free number
Media Media
Print Media

22. Integrated Direct Marketing
It can be defined as a systematic
way to get close to your best current
and potential Customers.
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Linking the Channels
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Failure in IDM