Direct%20Marketing%20and%20Interactive%20Communications

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• Direct Marketing and Interactive Communications

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Direct Marketing

• Direct Marketing is a strategy designed to create
  and sustain a personal and intermediary-free
  dialogue with customers. This should be a
  measurable activity, and it is often media-based.

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Types of Direct Marketing
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• Complementary
• Used to complement other promotional activities
• Mainly used to generate leads
• Some extent to create awareness, information and
  reinforcement

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• Primary differentiator
• Primary form of communication
• Provide distinct point of differentiation
• Used to cut costs, avoid use of intermediaries
  and reach finely targeted audiences

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• Sales channel
• Used for developing greater efficiency and
  augmenting current services
• Multiple sales channels can be used to meet
  different needs of customers

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• Brand vehicle
• Used to exploit market space opportunities
• Pedigree or hybrid brands (ex. Virgin Direct and
  Eagle Star Direct)
• Strategic
• Entire organization and culture oriented to
  developing customer relationships

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Direct Response Media

• Direct Mail
• Catalogs
• Mass media direct marketing
• Infomercials

• Telemarketing
• Inserts
• Door-to-Door
• Interactive
• Internet and World-Wide Web
• Interactive Television

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Direct Mail Mistakes

• Forgetting to include letter
• Lack of identity continuity
• No benefit shown on outside of mailer
• No guarantees
• No testimonials
• No personal letter from owner in newsletter or
  catalog
• Too many messages
• Illegible colors and graphics
• Doesnt put the offer up front
• No headlines

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Evaluating Direct Marketing

• Profitability Analysis
• Customer Characteristics and Response
• Respondent/Nonrespondent surveys
• Tracking studies
• Geodemography

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• Personal Selling

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Personal Selling

• Presents a product or idea face-to-face
• Done by a representative of the organization
• Has a direct influence on sales
• Gives immediate feedback
• Can adjust the message immediately to fit
  receivers needs

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Personal Selling

• STRENGTHS
• Flexibility
• Minimizes wasted effort
• Facilitates buyer action
• Multiple capabilities

• WEAKNESSES
• High cost
• Finding and retaining salespeople
• Message inconsistency
• Motivation

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Determining the Role of Personal Selling
1.) Nature of the information to be exchanged 2.)
Marketing communication objectives 3.)
Communication mix alternatives available 4.)
Relative cost
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Types of Personal Selling
1.) Responsive Selling 2.) Trade Selling 3.)
Missionary Selling 4.) Technical Selling 5.)
Creative Selling 6.) Consultative Selling
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The Process of Personal Selling
Attaining Knowledge Prospecting Preapproach Approa
ch Sales Presentation Follow-up
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Sales Management Activities
1.) Planning 2.) Staffing 3.) Implementing 4.)
Controlling 5.) Adapting to Change
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Motivation

• Financial
• Straight salary
• Straight commission
• Combination plan
• Others
• Better salaries
• Better fringe benefits
• Better atmosphere
• Better opportunities for advancement