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Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Page 1: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct MarketingDirect Marketing

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 2: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

RadioRadio

Direct SellingDirect Selling Magazine and NewspaperMagazine and Newspaper

Direct MailDirect MailTelemarketingTelemarketing

TV SellingTV SellingRadioRadio TV SellingTV Selling

Direct MailDirect Mail

Magazine and NewspaperMagazine and NewspaperDirect SellingDirect Selling

1. Direct Marketing Defined

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

“The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a

prospective customer.”

“The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a

prospective customer.”

Page 3: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Technological AdvancesTechnological Advances

Direct Marketing SyndicatesDirect Marketing Syndicates

Changing Structure of SocietyChanging Structure of Society

Consumer Credit CardsConsumer Credit Cards

Technological AdvancesTechnological Advances

Changing Structure of SocietyChanging Structure of Society

Direct Marketing SyndicatesDirect Marketing Syndicates

Consumer Credit CardsConsumer Credit Cards

2. Growth of Direct Marketing

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 4: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AdvertisingAdvertising

Sales PromotionSales Promotion

Public RelationsPublic Relations

Personal SellingPersonal SellingSupport MediaSupport MediaSupport MediaSupport Media

Sales PromotionSales Promotion

Personal SellingPersonal Selling

Public RelationsPublic Relations

AdvertisingAdvertising

3. Role of DM in IMCDirect Marketing Combines With . . .

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct Marketing

Direct Marketing

Page 5: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

List ServicesList Services

Direct MarketingAssociation

Direct MarketingAssociation

Standard Rate &Data Service

(SRDS)

Standard Rate &Data Service

(SRDS)

U.S. Postal Service

U.S. Postal Service

U.S. Census Bureau

U.S. Census Bureau

U.S. Census Bureau

U.S. Census Bureau

Direct MarketingAssociation

Direct MarketingAssociation

U.S. Postal Service

U.S. Postal Service

Standard Rate &Data Service

(SRDS)

Standard Rate &Data Service

(SRDS)

List ServicesList Services

4. Developing a Database

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

SourcesSources

Page 6: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Comprehensive Consumer Data Base

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Name

Address/Zip Code

TelephoneNumber

Length ofResidence

Age

Gender

MaritalStatus

FamilyData

Education

Income

Occupation

TransactionHistory

PromotionHistory

InquiringHistory

UniqueIdentifier

Name

Address/Zip Code

TelephoneNumber

Length ofResidence

Age

Gender

MaritalStatus

FamilyData

Education

Income

Occupation

TransactionHistory

PromotionHistory

InquiringHistory

Page 7: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Comp. Contact or Decision

Makers

Title of Contact

Telephone Number

Source of Order/inquiry

or Referral

Credit History

Industrial Classification

Size of Business

Revenues

Number of Employees

Time in Business

Headquarter, Multiple Location

Purchase History

Promotional History

Inquiry HistoryInquiry History

Promotional History

Purchase History

Headquarter, Multiple Location

Time in Business

Number of Employees

Revenues

Size of Business

Industrial Classification

Credit History

Source of Order/inquiry

or Referral

Telephone Number

Title of Contact

Comp. Contact or Decision

Makers

A Comprehensive Business to Business Data Base

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Unique Identifier

Page 8: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Improve Selection of Market Segments

Improve Selection of Market Segments

Stimulate Repeat Purchases

Stimulate Repeat Purchases

Cross-selling Other Products

Cross-selling Other Products

Customer Relationship Management

Customer Relationship Management

Cross-selling Other Products

Cross-selling Other Products

Stimulate Repeat Purchases

Stimulate Repeat Purchases

Improve Selection of Market Segments

Improve Selection of Market Segments

Objectives of Database Marketing

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ObjectivesObjectives

Page 9: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

One-StepOne-Step Two-StepTwo-StepOne-StepOne-Step

• The medium is used directly to obtain an order

• Often use 800 number phone orders and credit card payment

• May use one medium to obtain inquiry and qualify prospect

• Typically follow up with a second medium to complete the sale

5. DM strategies (approaches)

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 10: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct MailDirect Mail CatalogsCatalogs

Broadcast Media

Broadcast Media

TV SpotsTV Spots

InfomercialsInfomercialsHomeshoppingHomeshopping

Print MediaPrint MediaPrint MediaPrint Media

HomeshoppingHomeshopping InfomercialsInfomercials

TV SpotsTV Spots

Broadcast Media

Broadcast Media

CatalogsCatalogsDirect MailDirect Mail

6. Direct-Marketing Media

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MediaMedia

Page 11: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Outbound and Inbound Telemarketing

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

InboundInbound

Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient.

Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number.

OutboundOutboundOutboundOutbound

Page 12: Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Overall Direct Marketing Pros & Cons

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AccuracyAccuracy

Rising CostsRising Costs

Image FactorsImage Factors

Content SupportContent Support

Selective ReachSelective Reach

Segmentation CapabilitySegmentation Capability

Frequency PotentialFrequency Potential

FlexibilityFlexibility

TimingTiming

PersonalizationPersonalization

EconomyEconomy

AdvantagesAdvantages DisadvantagesDisadvantages

Measurement of Effectiveness

Measurement of Effectiveness

AccuracyAccuracy

Image FactorsImage Factors

Content SupportContent Support

Selective ReachSelective Reach

Segmentation CapabilitySegmentation Capability

Frequency PotentialFrequency Potential

FlexibilityFlexibility

TimingTiming

PersonalizationPersonalization

EconomyEconomy

Measurement of Effectiveness

Measurement of Effectiveness


Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All

11-1 McGraw-Hill/Irwin

McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies

Chapter McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

12-1 McGraw-Hill/Irwin

#14-1 McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights

McGraw-Hill/Irwin ©2008 The McGraw-Hill Companies, All Rights

McGraw-Hill/Irwin©2007, The McGraw-Hill Companies, All Rights ReservedMcGraw-Hill/Irwin©2007, The McGraw-Hill Companies, All Rights Reserved Essentials

10-1 McGraw-Hill/Irwin

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2004

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All

16-1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved

McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4 1 Irwin/McGraw Hill

Irwin / McGraw-Hill

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies,

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies, Inc

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All