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Direct Marketing

Direct Marketing. BADM 323 Marketing Communications March 17, 2010. What is Direct Marketing?. Assertive tactics that utilize media to reach current and potential customers through direct communication

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Direct Marketing

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  1. Direct Marketing BADM 323 Marketing Communications March 17, 2010

  2. What is Direct Marketing? • Assertive tactics that utilize media to reach current and potential customers through direct communication • Usually direct marketing includes a “call to action” in the form of an incentive or enticing message to get consumers to respond

  3. Types of Direct Marketing

  4. Examples

  5. Benefits of Direct Marketing

  6. *South Woods Advertising Magazine

  7. Drawbacks of Direct Marketing

  8. Database Management • Storing information collected via direct marketing on current and potential consumers • Using the database to develop effective and efficient marketing programs that assist in creating long-term relationships with clients

  9. Benefits/Drawbacks of Database Management

  10. Sign Spinners • http://www.youtube.com/watch?v=SUKor6eRXt0 • http://www.youtube.com/watch?v=GlHBYGIi_k0&feature=related • http://www.youtube.com/watch?v=TtJm6TmJJaQ&feature=related • http://www.youtube.com/watch?v=33cMutZY_xo&feature=related

  11. Red Bull Wiiings Team • Unconventional, direct marketing technique • Targets EPC to encourage brand trial, switching, and loyalty • Builds long-term, personal relationships with core consumers • Uses database management to track new users and who tried the product

  12. Your Turn  • Define a target audience for Vitamin Water • Develop a direct marketing piece of your choice to reach the target audience • Explain your direct marketing piece and how it will be effective among target audiences

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