Direct Marketing

More than telemarketers and junk mail

Why Direct Marketing?

• Technology support• Advanced Statistical packages• Trend to more targeted marketing– Business Analytics

• Accountability/Measurability

“intelligently applying information about customers and prospects”

Does it work?

• As a complement to IBP• Can help expand sales

Touchpoints

Ten Areas to Consider

• Product selection and development• Strategic planning• Market and media scheduling• Creative development• Research• Testing procedures• Fulfillment• Budget• Customer Service• Personal and Supplier relations

Common Categories

• Direct Response• Direct Mail• Database Marketing• Web-based Marketing

Direct Response

Direct Mail

Database Marketing

• Get or develop database– Rent, buy, or your own

• Manipulate the database– RFM Customer index– Data Mining

• Maintain the database– Information MUST be up to date

Database Marketing

• Before you do anything….OBJECTIVES!– Know what you want to achieve– Have an idea of programs

• Have clear cut programs• Develop appropriate offer• Select how to get offer to customers• Fulfill• MEASURE!!!!!!

Old & New Trends

• Email– Not automated– Make it personal – Make it engaging– Opt in

• Social Media integration– Use analytics– Make targeted offers

Email Marketing

Brand Audit Assignment Guidelines• Think about the following:

– Where am I now?• SWOT yourself

– Where do I want to be?– How might I get there?– Which way is best?– How do I ensure safe arrival?

• Handshake, how you dress, online behavior (statuses, comments, etc.), online profiles

• Domains (website)• Google yourself

Brand Audit Assignment Guidelines

• Produce a personal branding strategy which shows clearly:– Presentation of self both textual and

visual consistent across platforms• Real life• Online

– Social media, website

– Critical evaluation of your various representations online

– A written strategy of self representation