Flashcards in 2 Deck (68)
Includes web, social, tv, magazine... any medium.
The most measurable.
Big demand from clients, huge potential for growth, excellent pay.
Direct Mail Benefits
Clients put in most money here. Measurable ROI, Ability to retain customers, reaches the right audience.
Direct Marketing Definition
A database-driven process of directly communicating with target customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels.
Marketing directly from manufacturer or wholesaler to the consumer. (no intermediary/retailer)
Four key areas to direct marketing
catalog, direct mail, telemarketing, and direct-response advertising
Three key elements needed for direct marketing
offer, response mechanism, and measurability
Lifetime Value - keep customers beyond the first sale
Customer Relationship Management - Don't just keep the customer, make the most of the relationship from beginning to end
acquisition and retention
Getting new customers then keeping them
Advantages of Direct Marketing
Purchase not restricted to location, marketer controls product until delivery, easier to evaluate its effectiveness, flexibility in form and timing, personalization, talk to people not at them, focuses on sales, relevant customer info
Disadvantages of Direct Marketing
Market to people online giving up secret information ex: baby story, leak gifts to receivers etc.
Consumers reluctant to purchase (can't touch the product or try it on)
Credit card numbers unsafe online.
Annoyances associated with Direct Marketing.
Unable to reach everyone in marketplace.
Merge and a purge
clear/transition database due to transient audiences, people that die etc.
Give the customer something - motivate them to act, incentives, free trial, samples, discounts etc.
Give the customer a war to respond immediately
Test what worked and what didn't.
What is the response rate? - generally low (2%)
What characteristics are most successful?
Which offers do people like the most?
Direct Mail Formats
Self-Mailer (no envelope, lower response rate but costs less)
Direct Mail package (in an envelope)
Dimensional Mailer (box or tube etc.)
Advantages of Direct Mail
Tells a story, engages attention, personalization, builds feedback, reaches the unreachable.
Disadvantages of Direct Mail
Expensive (printing and postage), negative perception, mailing list, response rate, vulnerability
multiple page, direct mail publication, shows a variety of merchandise
Past behavior is
the best predictor of future behavior
watch what people do not what they say
Telemarketing two categories
inbound- someone calls the telemarketer
outbound- cold call from the telemarketer
direct response advertising
Has an offer, has response methods and is measurable. Can be tv, radio, print etc.
5 major success
1 don't let creativity get in the way
2 sell benefits not features
3 make an offer
4 urgency, give timeline
5 appeal to core values/universal motivators
Direct mail components
outer envelope (the most important part)
business reply envelope or card
application (depending on client)
Out of home advertising
Out of home provides an alternative that can't be turned off or thrown away in the clutter. No room for featured benefits, has negative image (environmentally), hard to measure effectiveness, not all markets are large enough to offer out of home.
Keep it short, simple, creative, focus on one idea.
web sites, online ads, emails, cds
big bucks in search engine optimization (measurability)
two way communication - getting closer to the real conversation
Intranet and Extranets
Intranet - internal communication system that connect employees
Extranets - communications system that connect a company and its employees to key external stakeholders
Found a need and made a promise to consumers.
A brand is a collection of perceptions in the mind of the consumer.
theme line, tag line, memorable, appear near the logo or as a sign off not as a headline.