Direct Marketing More than telemarketers and junk mail

Why Direct Marketing? Technology support Advanced Statistical packages Trend to more targeted marketing – Business Analytics Accountability/Measurability “intelligently applying information about customers and prospects”

Does it work? As a complement to IBP Can help expand sales

Touchpoints

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

Common Categories Direct Response Direct Mail Database Marketing Web-based Marketing

Direct Response

Direct Mail

Database Marketing Get or develop database – Rent, buy, or your own Manipulate the database – RFMCustomer 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 – Not automated – Make it personal – Make it engaging – Opt in Social Media integration – Use analytics – Make targeted offers

Marketing

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