1 / 14

Direct Mail

Book – Chapter 17. Direct Mail. Objectives. Upon completion of this chapter you will be able to: Define direct marketing Identify direct response media/channels Relate the characteristics of Direct Mail to the direct marketing function

dieter-tucker
Download Presentation

Direct Mail

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Book – Chapter 17 Direct Mail

  2. Objectives • Upon completion of this chapter you will be able to: • Define direct marketing • Identify direct response media/channels • Relate the characteristics of Direct Mail to the direct marketing function • Associate database marketing with direct mail, internet marketing and e-mail • State the advantages of direct marketing • Recognize the guidelines for successful direct marketing executions and the importance of a good prospect list/target audience

  3. Direct Mail (Database Marketing) • Direct marketing sells to directly to customer without going through channels (wholesalers/retailers) • Uses one or more types of media with purpose of getting a response directly from the customer • When consumer responds, data is collected regarding the consumer

  4. Direct Marketing Media • Direct response media • Newspapers • Magazines • Envelope stuffers • Direct Mail • TV/Radio • Web • Just about every medium but skywriting

  5. Direct Marketing Advantages • Can be controlled • Can be regulated • i.e. adapted to responses • Mailing lists provide selectivity (targeting) • Can be accurately measured • Is useable by just about any organization • Is the most personal of all ad media • Addresses by name – establishes a bond

  6. Direct Marketing Writing Guidelines • First, decide how to capture person’s attention • Obtain conviction via believability • Be honest, straight forward • Don’t exaggerate • Provide the means and ask for action • Make it easy and make it clear (often) • Make it urgent • Keep the copy easy to read and with a natural, conversational tone • Use the second person form (You) • Don’t be too cute and cozy, or talk down

  7. Guidelines for Success • Determine objective • Describe selling points (features and benefits) completely • Emphasize the major or terminal benefits • Write and picture what the Product or Service does for the reader • Make sure the layout and copy have a good look and fit • Offer something free or at low price • Include a guarantee • Make it easy for reader to act • Repeat, repeat, repeat • Research your executions (Compare DM Ideas) • Make the envelope a major helper

  8. If not to the right people you get wrong results Mailing list houses provide lists based on demographic/psychographics breakdown Metromail (Div. of R.R. Donnelley) Price of lists varies depending on size, selection factors, and types of labeling or imprinting required The Mailing List Send to the right list of people – the best prospects

  9. Examples

  10. Examples (cont.)

  11. Examples (cont.)

  12. Examples (cont.)

  13. Examples (cont.)

  14. Summary • Having completed this chapter you will should be able to: • Define direct marketing • Identify direct response media/channels • Relate the characteristics of Direct Mail to the direct marketing function • Associate database marketing with direct mail, internet marketing and e-mail • State the advantages of direct marketing • Recognize the guidelines for successful direct marketing executions and the importance of a good prospect list/target audience

More Related