CHAPTER 12 Integrated Marketing Communications: The One-To-One Media

Chapter 12 - The One-to-One Media DIRECT MARKETING Using advertising media to influence a measureable response in a new face- to-face interaction It’s generally more acceptable to the customer in the business market than in the consumer market

Chapter 12 - The One-to-One Media DIRECT MARKETING MEDIA Direct Mail  Newsletters  Specialty Magazines  Greeting Cards  Special Offer Messages Telephone Marketing  Prospecting  Closing  Servicing  Supporting Electronic Marketing   Web (used for information, cust. service, or transactions)  Virtual Communities (Hubs) establishes communication

Chapter 12 - The One-to-One Media DIRECT MARKETING LISTS LIST ORIGINS:  Compiled lists – externally generated Purchased Or Rented  Response lists – internally generated Harvested From Company Files

Chapter 12 - The One-to-One Media THE ELEMENTS OF DIRECT MAIL THE ENVELOPE—carries the weight in the decision to read or discard (get it opened?) THE OFFER—describes “what’s in it for me?” with credibility THE ENCLOSURE—supports the offer by getting attention or providing proof THE REPLY DEVICE—this closes the sale  Tells the reader what to do  Makes action easy  Gives a reason for acting now  Stresses positive benefits for action

Chapter 12 - The One-to-One Media GET THE ENVELOPE OPENED 1. CREATE URGENCY—with deadlines and scarcity 2. CREATE TEASER HEADLINES—save the story 3. TRY ENVELOPES WITH NO RETURN ADDRESS—except with your customers 4. TRY POINTED VS. ROUNDED FLAPS—pointed flaps go with personal communication items 5. PUT YOUR ADDRESS ON THE FLAP SIDE—use the front for messages

Chapter 12 - The One-to-One Media LIMITATIONS OF DIRECT MAIL Low response rates (1% - 10%) Can take several weeks to plan and execute Non-delivery can further reduce coverage Direct mail overcrowding (spam)

Chapter 12 - The One-to-One Media USES OF TELEMARKETING 1. Increase sales 2. Account management 3. Field representative support 4. Prospecting and qualifying new clients 5. Customer service / support for inbound and outbound call centers

Chapter 12 - The One-to-One Media TELEMARKETING LIMITATIONS Intrusive Does not work for all products

Chapter 12 - The One-to-One Media OTHER USES OF DIRECT MARKETING To increase response rates to mail surveys  Make A Telephone Pre-notification  Mail A Personalized Cover Letter With The Questionnaire  Follow-up With A Postcard Reminder