Direct Marketing More than telemarketers and junk mail
Dec 27, 2015
Why Direct Marketing?
• Technology support• Advanced Statistical packages• Trend to more targeted marketing– Business Analytics
• Accountability/Measurability
“intelligently applying information about customers and prospects”
Ten Areas to Consider
• Product selection and development• Strategic planning• Market and media scheduling• Creative development• Research• Testing procedures• Fulfillment• Budget• Customer Service• Personal and Supplier relations
Database Marketing
• Get or develop database– Rent, buy, or your own
• Manipulate the database– RFM Customer index– Data Mining
• Maintain the database– Information MUST be up to date
Database Marketing
• Before you do anything….OBJECTIVES!– Know what you want to achieve– Have an idea of programs
• Have clear cut programs• Develop appropriate offer• Select how to get offer to customers• Fulfill• MEASURE!!!!!!
Old & New Trends
• Email– Not automated– Make it personal – Make it engaging– Opt in
• Social Media integration– Use analytics– Make targeted offers
Brand Audit Assignment Guidelines• Think about the following:
– Where am I now?• SWOT yourself
– Where do I want to be?– How might I get there?– Which way is best?– How do I ensure safe arrival?
• Handshake, how you dress, online behavior (statuses, comments, etc.), online profiles
• Domains (website)• Google yourself
Brand Audit Assignment Guidelines
• Produce a personal branding strategy which shows clearly:– Presentation of self both textual and
visual consistent across platforms• Real life• Online
– Social media, website
– Critical evaluation of your various representations online
– A written strategy of self representation