direct selling and telemarketing

7/31/2019 Direct Selling and Telemarketing

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Direct marketing


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Direct marketing definition

An interactive system of marketing which uses oneor more advertising media to effect a

measurable response at any location, forming a

basis for creating and further developing an

ongoing relationship between an organisationand its customers.


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Reasons for the growth in directmarketing

Figure 18.1


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The range of direct marketingtechniques

Figure 18.2


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Direct marketing techniques

Direct mail - material distributed via the postal

service to a recipients home or business topromote a product/service.

Direct response advertising - standard broadcast

and print media designed to generate a directresponse, e.g an order or personal visit.

Telemarketing - a direct personal, verbal

approach via some kind of written or visual

method.

Mail order - the purchase of products featured in

advertising or selected from a catalogue.

Teleshopping - home based shopping.


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Direct mail - the advantages

Targeting - for example using the post code,

targeted campaigns can be developed using

geographical / demographical criteria.

Personalisation - large numbers of personalised

mailings can be undertaken regularly.

Response rates can be high.

Flexibility of creative scope.

Can hold attention of reader/recipient.


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OHT 18.7

Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Tele marketing

Telemarketing (sometimes known as inside

sales or telesales is a method of direct

marketing in which a salesperson solicits

prospective customers to buy products or

services, either over the phone or through a

subsequent face to face or Web conferencing

appointment scheduled during the call


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Applications of telemarketing

Generate leads.

Screen leads before follow up.

Arrange opportunities for representatives.

Direct sales.

Encourage cross / up selling.

Dealer support.

Account servicing.

Market research.

Test marketing.


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Dos and donts of telemarketing - The dos


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Dos and donts of telemarketing - The donts


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Limitations of telemarketing

Operational issues - requires systems that can

cope with volumes of inbound calls.

Regulatory issues regarding for example

unsolicited mail and cold calling.


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Traditional strengths of mail order

Figure 18.3


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Weaknesses of traditional mail order

catalogues

Lack of speed.

Downmarket image.

Lack of targeting.

Agency system.


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Typical advantages of mail order over retail

outlets

Table 18.7


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Objectives of direct marketing

Direct ordering. Providing information.

Visit generation.

Trial generation.


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Managing a direct marketing campaign

direct selling and telemarketing

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