1. BA 230 Direct Marketing

2. Above the Line – Below the Line – Through the Line
Works to promote product/service directly to individuals.
Gives the marketer the ability to tailor their messaging in a more personal manner to the audience.
Highly measurable
Uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication,
The effect on sales can be measured immediately
Works to promote product/service to masses with mass media channels
Effective in mass communication
Use media that are broadcast and published to mass audiences
Difficult to measure well
Impersonal to customers
The effect on sales is observed in a long time.
Through the Line
Both above and below the line communications
Allows brands to engage with a customer at multiple points
Enables an integrated communications approach where consistent messaging across multiple media create a customer perception

3. Marketing Communications Mix
Other
Guerilla
Event
WOM …
Advertising
Print
Broadcast
Out-of-home
Point-of-Purchase materials
Web
Alternative Media
Advertising
Public Relations
Other
Press Kits
Social responsibility
Sponsorships
Press activities
Community activities
Direct Marketing
Public Relations
Direct Marketing
Personal Selling
Sales promotion
Direct Mailing
Internet
Telemarketing
Mobile
POP
Catalogue, Brochure, CD
Direct TV
Sales promotion
Contests, lotteries, games
Samples
Fairs and exhibitions
Promotions
Coupons
Money-off
Buy one get one free
Personal Selling
Personal selling presentations
Personal selling meetings
Incentives
Samples
Fairs

4. Direct Marketing
Direct marketing is a form of marketing that attempts to send its messages directly to consumers, without using mass media channels to enhance purchase, call to action, build relationships, and create loyalty.
Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

5. Why Direct Marketing?
Current consumers are not considered as masses any more.
They have their own values and choices.
They are more selective and aware while they are choosing brands.
Current marketers try to segment these consumers and send messages with direct communication channels to these consumers.
Marketers use direct marketing to build one-to-one relationships with consumers. .

6. Direct Marketing Process
DM aims to reach consumers with customized messages to sell products/services.
Uses communication channels other than mass media.
Measurable
Interactive
Know your customer 1
Communicate through different media 2
Right offer 3
Measurement and evaluation of results 4

7. Benefits of DM Personal communication with target audience
Flexibile to try new ideas
Creates immediate effect
Can turn to sales in short term
Reduces costs
Provides consumer relationship building
Offers various services

8. First DM Event in Turkey Roadshow
Aim
To mention new Turkish Republic to European countries
To introduce modernized identity of Turks
Mechanism
Exhibiton on the ship named Karadeniz from Karaköy to Leningrad
Product sales:Tekel products, Kütahya ceramic tiles, carpets, Hacıbekir Turkish delights....
Exhibition: Seeds of cereals, medicine, wooden and leather products, metals, fabrics, İş Bank Branch....
Balls
Presidency of the republic orchestra concerts
Team of 285 people
Budget: TL

10. Disciplines of Direct Marketing
Database marketing
Interactive marketing
Direct marketing at Point of Purchase
Direct marketing with events

11. What is database?
All the data prepared on the computer can be reached easily and quickly
Storage of data those are related with each other for the use of multiple purposes
Data can be numeric, text, date
Databases consist of at least one table, tables consist of data.

12. Information on Database
Demographic
Sex
Date of birth
Education
Marital status
Children
Car ownership
Communication
Address
County
City
Country
Home tel
Mobile tel
Work tel
Further information
Interests
Shopping
Computer
Science/Technology
Dance
Volunteer work
Internet
Books
Music
Cars
Cinema
Spor
Travelling
Cooking
Sector
Job
Sales Data
Products/services
# of transactions
Revenue of transactions
Method of payment
Used to determine target audience
Sample data structure

13. Importance of Database
Customer database consists of valuable information collected from customers and has strategic importance for companies.
Previous customer behaviour data collected from marketing activites enable management and development of customer relations.
In order to integrate all marketing communication activites, databases are useful sources.
360˚ communication
Association of customers-products-distribution channels with campaigns

14. How can a database be improved? Determine aim and strategy!
To increase # of customers?
To call passive customers to action?
To gain more new customers?
More revenue with current customers?
Or all?

15. Determine strategic approach!
Which customers?
Definition of target audience
Which communication channel?
SMS
Mailing
Telephone
Etc.
How?
Feedbacks: To direct to web sites or call centers
Conditions: The ones who send 30 boxes monthly
When?
Monthly
Yearly

16. Telemarketing Outbound telemarketing
Inbound telemarketing (“telemedia”)
800/444 numbers
900 numbers
Telephone Disclosure Act
Cost of call
Average length of call
Parental permission if under age 18
Not allowed if audience is under age 12 – unless “educational”

17. Interactive Marketing
Interactive marketing includes activities of permission marketing communication. Institutions and brands use different technology channels such as internet and mobile devices to increase the demand of target audience and to encourage interaction and direct communication between institutions/brands and consumers. The results of interactive marketing are measurable.
Microsites and Campaign web sites
Advergaming
Web advertising/On-line campaigns
Mobil Marketing
Blogging
Search engine marketing
marketing

18. Advergame
Advergames are digital games that are used to provide a brand experience to target audience and to increase interaction between the brand and consumers.
Most advergames can be played on the Internet, yet some are downloaded to personal computers of target audience.
Recently, they are commonly used to reach new target consumers, to introduce the brand, and to collect data for databases.
Advergames that integrate other channels of communication are becoming widespread.
Nokia Game uses SMS, , fax
Now, also computer games include advertisements

19. Advergaming

20. Microsites and Campaign websites
Web marketing introduce companies’ products and services to their current or prospective customers by using web based applications. .

21. Web Advertising – Online Campaigns
Web advertising is more than putting a banner on a web page.
It was proved that the campaigns that are directly connected to everyday life are more memorable and can easily be remembered.
For the creativity in new media sky is the limit!
The brand has to take risk for being extraordinary.

22. Mobile Marketing
Mobile marketing is not sending SMS discounts to mobile phones.
Akbank provides 12% of consumer loan via CepKredi.
Only %02 of these loans are unpaid.
Wireless provide multiple opportunities and make our lives easier.
With two-way applications it is possible to create interaction between target audience and brand and we can also create immediate database services such as
Which pharmacy is open tonight?
4 digit number, or 7 digit number? What is the difference?
GSM can spot your location accurately or with minor mistakes.
Payment systems are being integrated into mobile marketing:
Would you like to pay your metro card with your cell phone?

23. Mobile Marketing Personal A-synchronic Immediate Smart Free from space
Two-way
Measurable

24. Direct Marketing in the Field or on point-of- purchase
These are the activities that are organized in places in which the target consumer use, yet out of ordinary places such as retailers, to increase awareness, to inform people, to control or to sell products and services to target consumers.
Door to door
Outdoor
Private places
On P-O-P ;
It includes all communication activities that aims to make brands more visible, to attract attention to the brand, to provide fast turnover, to persuade target consumer, to influence consumer behavior, and to get the best shelf space at p-o-p.
Merchandising
In-store activities (tasting, trials, demonstrations, promotion campaigns, gifts, awards, lotteries)

25. Doing Direct Marketing in the field

26. POP marketing

27. Direct Marketing with Events
The purpose of organizing events is to provide environment that the brand and target consumers or trade can get together. These activities attract attention of consumers by creating connections between the product or brand and cultural, artful, scientific, sportive activities.
The aim is to increase awareness, to inform people, to promote products/services, to make consumers to try the product/service/brand and to create emotional ties between consumers/trade and the brand
It is face to face communication
Roadshow
Festivals and competitions

28. Roadshow
These include activities organized in multiple places in a specific time for a specific route to launch or promote a product or brand.

29. Competitions and Festivals
Not just sponsorship activities that are organized
Cooperation with federations and clubs in competitions
In festivals, organizing activities other than concerts

30. Public Policy and Ethical Issues in Direct Marketing
Irritation to
Consumers
Unfairness,
Deception, or
Fraud
Invasion of
Privacy and
“Online Profiling”

31. Important points about Direct Marketing
Sustainability
Evaluate the results
To offer a customized plan via the most convenient channel
To analyze data and get connected with consumers
To determine the target audience
The most important point of DM is to reach target audience, therefore having a correct database is crucial in DM.
All DM activities must be followed-up, measured and evaluated.

32. E-mail: Dalından Kapınıza Doğal Mandalin İster Misiniz?

33. Satsumamandalin.com

34. Order

35. After the Order SMS: Information about the order
SMS: I-BAN no and a thank you message for supporting the project. ‘Your mandarins are reserved, you can pay whenever you would like.’
Telephone call: ‘Please feel free to pay after you receive and taste the mardarins.’
When they delivered the package another SMS is received: ‘If there is any problem, please inform us.’

36. Telephone call from me: Problem about the package of mandarins those I got. They said there is a problem about the cargo.
They will send me another package for free!
Happy Customer!