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Chapter 19
Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling
Marilou M. SantosSSS MMDP 5
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What is Direct Marketing
* It is the use of consumer direct channels to reach and deliver goods and services to customer without using marketing middleman.
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DIRECT MARKETING CHANNELS
* Direct Mail (Chosen on the basis of age, income, location, profession, buying
pattern, etc.. Presented custom tailored offers of goods & services via ordinary mail & email)
* Catalogs (List of priced and illustrated items for sale, presented
in book form or in other formats including CD-ROM or
video
* Telemarketing (Selling or promoting goods & services by telephone)
* Other Direct Response
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Constructing a Direct-Mail Campaign
6. Measure success
5. Execute
4. Test elements
3. Develop offer elements
2. Select target prospects
1. Establish objectives
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RFM Formula for Selecting Prospects
It is a marketing technique used to determine quantitatively which customer are the best ones by examining the following, an analysis based on the marketing axiom that “80% of your business comes from 20% of your customers.”:
Recency - how recently a customer has purchased
Frequency - how often they purchase
Monetary - how much the customer spends
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What is Telemarketing Selling or promoting goods and services by
telephone, This can be done also through face-to-face or web conferencing appointment.
TYPES OF TELEMARKETING :• Telesales -selling of products or services in such a
way to make them desirable• Telecoverage• Teleprospecting- adds the essential human touch to
optimize your lead generation ROI by using the phone with intelligence
• Customer service and Technical support
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Other Media for Direct Response
• Television
• Direct Response Advertising
• At-home shopping channels
• Videotext
• Kiosks
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Interactive Marketing
* Tailored messages possible
* Easy to track responsiveness
* Contextual ad placement possible
* Search engine advertising possible
* Subject to click fraud
* Consumers develop selective attention
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Online Promotional Opportunities
• Websites• Microsites• Search ads• Display ads• Interstitials• Internet-specific ads
and videos
• Sponsorships• Alliances and affiliate
programs• Online communities• Email• Mobile marketing
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Word-of-Mouth Marketing is Empowered by Social Networks
Social Networks
• Facebook• MySpace• LinkedIn• Twitter• Blogs • Intuit
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e-Marketing Guidelines
• Give the customer a reason to respond• Personalize the content of your emails• Offer something the customer could not get via
direct mail• Make it easy for customers to unsubscribe
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How to Start a Buzz
• Identify influential individuals and companies and devote extra effort to them
• Supply key people with product samples• Work through community influentials• Develop word-of-mouth referral channels to build
business• Provide compelling information that customers
want to pass along
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- is the process of communicating with a potential buyer face-to-face with the purpose of selling a product or service
PRINCIPLES:
* SITUATION QUESTIONS * PROBLEM QUESTIONS * IMPLICATION QUESTIONS * NEED-PAYOFF QUESTIONS
Personal Selling
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Steps in Effective Selling
• Prospecting/Qualifying• Preapproach• Approach• Presentation• Overcoming objections• Closing• Follow-up
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Marketing Debate
Are great salespeople born or made?
Take a position:
1. The key to developing an effective sales
force is selection.
or
2. The key to developing an effective sales
force is training.