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Direct Marketing

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 ”.

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Direct Marketing

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  1. Direct Marketing More than telemarketers and junk mail

  2. Why Direct Marketing? • Technology support • Advanced Statistical packages • Trend to more targeted marketing • Business Analytics • Accountability/Measurability “intelligently applying information about customers and prospects”

  3. Does it work? • As a complement to IBP • Can help expand sales

  4. Touchpoints

  5. 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

  6. Common Categories • Direct Response • Direct Mail • Database Marketing • Web-based Marketing

  7. Direct Response

  8. Direct Mail

  9. 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

  10. 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!!!!!!

  11. Old & New Trends • Email • Not automated • Make it personal • Make it engaging • Opt in • Social Media integration • Use analytics • Make targeted offers

  12. Email Marketing

  13. 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

  14. 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

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