BY-SHALVI SHARMA

K04086

Direct Marketing(DM)

Tool of DM• Catalog

• Direct Mail• Telemarketing• Direct

Response Advertising

DefinitionIt occurs when a seller & Customer deal with each other directly, rather than through an intermediary.

Primary Goal The Primary goal of

DM is producing

Sales.

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

Your Logo www.company.com

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Advantages & Disadvantages of DM

Disadvantages of Direct Marketing

1 Higher initial costs than other traditional advertising methods

Spamming: Too many Catalogs, Junk Mails and Calls

People are still reluctant to purchase a product sight unseen.

Unable to reach everyone in the Marketplace

Objectives/Strategies It has three objectivesLead Generation, Traffic Generation and

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The OfferAll DM contains an offer. Typically, consist on productdescription,terms of sale and benefits etc. e.g. Buy one Get one Free

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Response/OrderDM aims to generate a behavioral response, specially,

sales. It can be done by making a relevant offer.03

Fulfillment & Customer maintenanceGetting 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

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Relationship BuildingIt includes: Follow up Mailings and Customer Service

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The Direct Marketing Process

Database Marketing

To record names of Customers

For sorting and measuring theresults 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 MarketingDBM 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 DirectMarketing

The Tools of Direct Marketing

Advertising mail, also known as direct mail is the delivery of advertising material to recipients by mail.

Directmail

marketingstrategies include

postcards,coupons, advertising

special circulars,newspapers

,freetrial

offers,free

CDs,catalogs, and pre-

approvedcredit card applications.

Direct mailgranddaddy

isthe

of thedirect response

Email marketing is now a very popular offshoot of direct mail marketing

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Direct Mail

Attention 01

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Personalize

Lead inStart it with a brief yet

compellingor surprizing statement.

e.g. dear friend, i can really kick myself.

Success

The Offer

The LetterThe Closing

Direct Mail Message Design

02.Catalogs have become very popular & people

even pay for it.

03.Number of

Advertisers are using

video catalogs

04.Video Catalogs providemore 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.

07.The electronic catalog has

also been marketed to readers of computer magazines

01.A catalog is a multipage direct mail publication that shows a

variety of merchandise

Catalog

Telemarketing

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Telemarketing ismarketin

g involves01 customers

astrategy

that connecting

with over the

telephone or, more recently,through web-basedvideo conferencing.

Cold Calling

These callers works in Call centers.

A typical 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 currentcustomers to advertise a new promotion.

With inboundtelemarketing,a customercalls into the cell center.

With outbound telemarketing, call centers call potential customers directly

Inbound

Outbound

Types of Telemarketing

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 Response Advertising

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

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 Channels02

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Failure in IDM