3.04 Direct Marketing. Term Direct Marketing: allows targeting of customer segments in order to focus promotional efforts Direct Marketing: allows targeting.

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Presentation transcript:

3.04 Direct Marketing

Term Direct Marketing: allows targeting of customer segments in order to focus promotional efforts Direct Marketing: allows targeting of customer segments in order to focus promotional efforts

Types of Direct Marketing marketing marketing telemarketing telemarketing mailshots mailshots SMS SMS social media social media

Messaging Services Short Messaging Service (SMS): contain only text Short Messaging Service (SMS): contain only text Multimedia Messaging Service (MMS): allow for rich media messages Multimedia Messaging Service (MMS): allow for rich media messages

Mobile Advertising Strategies Text message with coupon: most successful Text message with coupon: most successful Rich media: may be the future Rich media: may be the future Banner ads: boring to consumers Banner ads: boring to consumers Quick Response codes: using a smart phone to obtain coupon Quick Response codes: using a smart phone to obtain coupon Cross-platform campaign: will be used in multiple media sources Cross-platform campaign: will be used in multiple media sources

Types of Direct Mail Letters Letters Postcards Postcards Catalogs Catalogs Self-mailers Self-mailers Brochures Brochures

Using Direct Advertising Effectively Personalize the mailer Personalize the mailer Make it easy to read Make it easy to read Include a date Include a date Summarize the offer Summarize the offer Have a call to action Have a call to action

Importance of Technology pinpoint specific prospects based on demographics pinpoint specific prospects based on demographics launch direct mail touches based on event triggers launch direct mail touches based on event triggers capture real-time response metrics in order to determine immediate ROI capture real-time response metrics in order to determine immediate ROI

Banner Advertisements Interactive Interactive 2 way communication 2 way communication Obtain information Obtain information Download coupons Download coupons Link to related sites Link to related sites

Nature of Electronic Media Highly visual Highly visual Quick response Quick response Can be highly segmented Can be highly segmented Interactive Interactive Motivates customers to buy Motivates customers to buy

On-line Advertisements Banner ads Banner ads Buttons Buttons Pop ups Pop ups Sponsorships Sponsorships

Getting Noticed by Search Engines Use HTML code Use HTML code HTML: Hyper Text Markup Language HTML: Hyper Text Markup Language

Reasons to Broadcast Games Earn revenue from TV network Earn revenue from TV network Increase fan interest Increase fan interest Build brand equity Build brand equity Beneficial to sponsors Beneficial to sponsors

Sports & Television Mutually beneficial arrangement Mutually beneficial arrangement Networks: receive programming Networks: receive programming Leagues: receive exposure Leagues: receive exposure Target market: males 18-34; Target market: males 18-34; Un-DVR-able: must be watched live Un-DVR-able: must be watched live

Fantasy Sports online simulations that allow fans to build their own sport teams and compete against other fans' sport teams online simulations that allow fans to build their own sport teams and compete against other fans' sport teams Run by sports organizations, media outlets and businesses Run by sports organizations, media outlets and businesses