文档介绍：Direct Marketing
Direct Marketing Defined
Direct mail
Telemarketing
Catalogs
Infomercials
Direct Marketing in other media
“An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.”
Growth of Direct Marketing
Attitudes Toward Credit
Over 1 billion credit cards issued.
Consumers’ Desire for Convenience
Money-rich
Time-poor
Changes in Technology
munications
Rapid package delivery
Electronic delivery systems
Measurability in Direct Marketing
Cost per Inquiry (CPI)
Cost per Order (CPO)
ROLE OF DIRECT MARKETING IN PROMOTION AND IMC
Closing the Sale
Identifying Prospects
Engaging the Customer
Developing a Database
Mailing Lists
Internal lists (house lists)
External lists
List Enhancement
adding more names
incorporating information
Marketing Database Applications
REM Analysis
Frequency Marketing Program
Cross Selling
Contents of prehensive Consumer Data Base
Name
Address/Zip code
Telephone number
Length of residence
Age
Gender
Marital status
Family data
(number of children, etc.)
Education
e
Occupation
Transaction history
Promotion history
Inquiring history
Unique identifier
Contents of prehensive Business to Business Data Base
Name pany, contact or decision maker(s)
Title of contact
Telephone number
Source of order/inquiry or referral
Credit history
Industrial classification
Size of business
Revenues
Number of employees
Time in business
Headquarters location
Multiple locations
Purchase history
Types of Direct Mail
Broadsides
Catalogs
Flyers
Folders
ans
Inclusions
Postcards
Reprints
Sales letters
Self-mailers
“All forms of advertising sent directly to prospects through the Postal Service or through private services.”
Direct Mail Advantages and Disadvantages
Advantages
Selectivity
Flexibility
Consumer Preference
Disadvantages
High cost per exposure
Saturation among audience
Outbound and Inbound Telemarketing
Outbound
Telephone calling by the marketer or marketer’s a