Direct marketing
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Direct Marketing PowerPoint PPT Presentation


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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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Direct marketing

Direct Marketing

More than telemarketers and junk mail


Why direct marketing

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

Does it work?

  • As a complement to IBP

  • Can help expand sales


Touchpoints

Touchpoints


Ten areas to consider

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

Common Categories

  • Direct Response

  • Direct Mail

  • Database Marketing

  • Web-based Marketing


Direct response

Direct Response


Direct mail

Direct Mail


Database marketing

Database Marketing

  • Get or develop database

    • Rent, buy, or your own

  • Manipulate the database

    • RFMCustomer index

    • Data Mining

  • Maintain the database

    • Information MUST be up to date


Database marketing1

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

Old & New Trends

  • Email

    • Not automated

    • Make it personal

    • Make it engaging

    • Opt in

  • Social Media integration

    • Use analytics

    • Make targeted offers


Email marketing

Email Marketing


Brand audit assignment guidelines

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 guidelines1

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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