BA 230 Direct Marketing

Above the Line – Below the Line – Through the Line

Works to promote product/service to masses with mass media channels

Effective in mass communication.

Use media that are broadcast and published to mass audiences

Difficult to measure well

Impersonal to customers

The effect on sales is observed in a long time.

Above the Line Works to promote product/service directly to individuals.

Gives the marketer the ability to tailor their messaging in a more personal manner to the audience.

Highly measurable

Uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication,

The effect on sales can be measured immediately

Below the Line

Both above and below the line communications

Allows brands to engage with a customer at multiple points

Enables an integrated communications approach where consistent messaging across multiple media create a customer perception

Through the Line

Marketing Communication Mix

Sales promotion

Public Relations

Personal Selling

Direct Marketing

Advertising

Direct Marketing

Sales promotion

Public Relations

•Personal selling presentations •Personal selling meetings •Incentives •Samples •Fairs

•Contests, lotteries, games •Samples •Fairs and exhibitions •Promotions •Coupons •Money-off • Buy one get one frese

•Press Kits •Social responsibility •Sponsorships •Press activities •Community activities

Personal Selling

• Print • Broadcast • Out-of-home • Point-of-Purchase materials • Web • Alternative Media

Advertising

• Direct Mailing • E-mail • Internet • Telemarketing • Mobile • POP • Catalogue, Brochure, CD • Direct TV

Direct Marketing

• Direct marketing is a form of marketing that attempts to send its messages directly to consumers, without using mass media channels to enhance purchase, call to action, build relationships, and create loyalty.

• Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Why Direct Marketing?

• Current consumers are not considered as masses any more.

• They have their own values and choices.

• They are more selective and aware while they are choosing brands.

• Current marketers try to segment these consumers and send messages with direct communication channels to these consumers.

• Marketers use direct marketing to build one-to-one relationships with consumers.

.

Direct Marketing Process • DM aims to reach consumers with customized messages to sell

products/services.

• Uses communication channels other than mass media.

• Measurable

• Interactive

Know your customer

1

Communicate through different media

2

Right offer

3

Measurement and evaluation of results

4

Benefits of DM

Personal communication with target audience

Flexibile to try new ideas

Creates immediate effect

Can turn to sales in short term

Reduces costs

Provides consumer relationship building

Offers various services

First DM Event in Turkey Roadshow

Aim • To mention new Turkish Republic to European countries • To introduce modernized identity of Turks

Mechanism

• Exhibiton on the ship named Karadeniz from Karaköy to Leningrad

• Product sales:Tekel products, Kütahya ceramic tiles, carpets, Hacıbekir Turkish delights....

• Exhibition: Seeds of cereals, medicine, wooden and leather products, metals, fabrics, İş Bank Branch....

• Balls • Presidency of the republic orchestra concerts • Team of 285 people • Budget: 600.000 TL

What is database?

MÜŞTERİ ADI MÜŞTERİ KODU ŞUBESİ ŞUBE TEL

GİRESUNLULAR DERNEĞİ 1023840 KAĞITHANE 0212 295 13 50

EDDİNG KIRTASİYE 1004484 İSTİNYE 0212 229 49 20

NUTRİ FARMA 1000097 MASLAK 0212 286 09 18

E.P. CENTER 1023693 ORTAKLAR 0212 274 79 33

UTG GÜMRÜK MÜŞAVİRLİĞİ LTD.ŞTİ 1004708 MECİDİYEKÖY 0212 213 80 34

BM TEKNİK OFİS ÜRÜNLERİ VE PAZARLAMA 1004728 GÜLBAĞ 0212 212 41 19

ERLER OTO SER.SAN.TİC. 1005597 ESENTEPE 0212 356 70 37

ON ELEKTRİK 1023867 ŞİŞHANE 0212 250 78 37

SİSTEM PHÖNEMATİK 1023853 TERSANE 0212 253 76 98

GÜMÜŞEL 1023854 TERSANE 0212 253 76 98

KURTULUŞ BASIM YAYIN DAĞ.ASN.VE TİC. LTD.ŞTİ. 1019678 BEŞİKTAŞ 0212 258 39 10

BİÇİM MÜZİK 2022434 KOLEJ 0312 431 03 03

SELAMOĞLU NAKLİYAT 2004900 ÇAYYOLU 0312 235 60 94

S.S. TARİŞ PAMUK TARIM SATIŞ KOOP. 3009634 ALSANCAK 0232 421 37 34

AAFES 4016264 TOPTANCILAR 0322 346 44 36

All the data prepared on the computer ; can be reached easily and quickly

Storage of data those are related with each other for the use of multiple purposes

Data can be numeric, text, date

Databases consist of at least one table, tables consist of data.

Dem

ogr

aph

ic Sex

Date of birth

Education

Marital status

Children

Car ownership

Co

mm

un

icat

ion

Address

County

City

Country

Home tel

Mobile tel

Work tel

E-mail

Furt

her

info

rmat

ion

Interests Shopping

Computer Science/Technolo

gy Dance

Volunteer work Internet

Books Music

Cars Cinema

Spor Travelling

Cooking Sector

Job

Sale

s D

ata Products/services

# of transactions

Revenue of transactions

Method of payment

Information on Database

Used to determine target audience

Sample data structure

Importance of Database

• Customer database consists of

valuable information collected

from customers and has strategic

importance for companies.

• Previous customer behaviour

data collected from marketing

activites enable management and

development of customer

relations.

• In order to integrate all marketing

communication activites,

databases are useful sources.

– 360˚ communication

– Association of customers-products-distribution channels with campaigns

How can a database be improved? Determine aim and strategy!

To increase # of customers?

To call passive customers to action?

To gain more new customers?

More revenue with current customers?

Or all?

Determine strategic approach!

Which customers?

Definition of target audience

Which communication

channel?

SMS

Email

Mailing

Telephone

Etc.

How?

Feedbacks: To direct to web sites or call

centers

Conditions: The ones who send

30 boxes mothly

When?

Monthly

Yearly

Telemarketing

Telephone Disclosure Act

• Cost of call

• Average length of call

• Parental permission if under age 18

• Not allowed if audience is under age 12 – unless “educational”

1. Outbound telemarketing 2. Inbound telemarketing

(“telemedia”) – 800/444 numbers – 900 numbers

Interactive Marketing

Interactive marketing includes activities of permission marketing communication. Institutions and brands use different technology channels such as internet and mobile devices to increase the demand of target audience and to encourage interaction and direct communication between institutions/brands and consumers. The results of interactive marketing are measurable.

• Microsites and Campaign web sites

• Advergaming

• Web advertising/On-line campaigns

• Mobil Marketing

• Blogging

• Search engine marketing

• E-mail marketing

Advergame

Advergames are digital games that are used to launch a brand , to provide a brand experience to target audience and to increase interaction between the brand and consumers.

Most advertgames can be played on the Internet, yet some are downloaded to personal computers of target audience.

Recently, they are commonly used to reach new target consumers, to introduce the brand, and to collect data for databases.

Advergames that integrate other channels of communication are becoming widespread.

Nokia Game uses SMS, e-mail, fax

MMORP (Massive MultiPlayer Role Playing)

Now, also computer games include advertisements

Microsites and Campaign websites

• Web marketing introduce companies’ products and services to their current or prospective customers by using web based applications.

• .

Advergaming

http://airfryer.pclubturkiye.com/patatesinyuzuartikgulsun.aspx?hediye=5

Web Advertising – Online Campaigns

Wed advertising is more than putting a banner on a web page.

It was proved that the campaigns that are directly connected to everyday life are more memorable and can easily be remembered.

For the creativity in new media sky is the limit!

The brand has to take risk for being extraordinary.

Mobile Marketing

Mobile marketing is not sending SMS discounts to mobile phones.

Akbank provides 12% of consumer loan via CepKredi.

Only %02 of these loans are unpaid.

Wireless provide multiple opportunities and make our lives easier.

With two-way applications it is possible to create interaction between target audience and brand and we can also create immediate database services such as

Which pharmacy is open tonight?

4 digit number, or 7 digit number? What is the difference?

GSM can spot your location accurately or with minor mistakes.

Payment systems are being integrated into mobile marketing:

Would you like to pay your metro card with your cell phone?

Mobile Marketing

Personal

A-synchronic

Immediate

Smart

Free from space

Two-way

Measurable

Marketing in the Field or on point-of- purchase

These are the activities that are organized in places in which the target consumer use, yet out of ordinary places such as retailers, to increase awareness, to inform people, to control or to sell products and services to target consumers.

Door to door

Outdoor

Private places

It includes all communication activities that aims to make brands more visible, to attract attention to the brand, to provide fast turnover, to persuade target consumer, to influence consumer behavior, and to get the best shelf space at p-o-p.

Merchandising

In-store activities (tasting, trials, demonstrations, promotion campaigns, gifts,

awards, lotteries)

On P-O-P ;

Marketing in the field;

Doing Direct Marketing in the field

POP marketing

Event Marketing

The purpose of event marketing activities is to provide environment that the brand and target consumers or trade can get together. These activities attract attention of consumers by creating connections between the product or brand and cultural, artful, scientific, sportive activities.

The aim is to increase awareness, to inform people, to promote products/services, to make consumers to try the product/service/brand and to create emotional ties between consumers/trade and the brand

It is face to face communication

Roadshow

Launching a product/service

Festivals and competitions

Guerilla marketing

Special projects

Roadshow

• These include activities organized in multiple places in a specific time for a specific route to launch or promote a product or brand.

Competitions and Festivals

• Not just sponsorship activities that are organized

• Cooperation with federations and clubs in competitions

• In festivals, organizing activities other than concerts

Guerilla Marketing

• Guerilla marketing mostly offers extraordinary solutions to the marketing communication problems of their customers and uses extraordinary places to organize activities.

T-Mobile Welcome Back

SILVER WINNER Category : Comercial Public Services

Important points about Direct Marketing

Sustanibility Evaluate the

results

To offer a customized plan via the

most convenient

channel

To analyze data and get connected

with consumers

To determine the target audience

The most important point of DM is to reach target audience, therefore

having a correct database is crucial in DM.

All DM activities must be followed-up, measured and

evaluated.

Irritation

to Consumers

Unfairness, Deception,

or Fraud

Invasion of

Privacy and “Online Profiling”

Public Policy and Ethical Issues in Direct Marketing