chapter19 managing personal communicationsdirect & interactive mar
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Managing Personal
Communications: Direct and
Interactive Marketing,
Word of Mouth and Personal Selling
Marilou M. SantosSSS MMDP 5
February 05, 2014MMS
What is Direct Marketing
use of consumer direct channels
To reach and deliver consumers
w/o middleman.MMS
DIRECT MARKETING CHANNELS
Direct Mail Catalogs Telemarketing
MMS
Other direct response
MMS
Constructing a Direct-Mail Campaign
6. Measure success
5. Execute
4. Test elements
3. Develop offer elements
2. Select target prospects
1. Establish objectives
mms
RFM Formula for Selecting
Prospects
It is a marketing technique used to determine quantitatively which customer are the best ones by examining the following, an analysis based on the marketing axiom that “80% of your business comes from 20% of your customers.”:
Recency - how recently a customer has purchased
Frequency - how often they purchase
Monetary - how much the customer spends MMS
What is Telemarketing
Telephone selling / promoting of goods and services
face-to-face or web conferencing appointment
TYPES OF TELEMARKETING
:
Telesales
Telecoverage
Teleprospecting
Customer service and
technical supportMMS
Other Media for Direct Response
• Television
• Direct Response
Advertising
• At-home shopping
channels
• Videotext
• KiosksMMS
Interactive Marketing
Tailored messages possible
Easy to track responsiveness
Contextual ad placement possible
Search engine advertising possible
Subject to click fraud
Consumers develop selective attention
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Online Promotional Opportunities
• Websites
• Microsites
• Search ads
• Display ads
• Interstitials
• Internet-specific ads
and videos
• Sponsorships
• Alliances and affiliate
programs
• Online communities
• Mobile marketing
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Marketing is Empowered by Social
Networks
Social Networks
• MySpace
• Blogs
• Intuit
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e-Marketing Guidelines
• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get via
direct mail
• Make it easy for customers to unsubscribe
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Create a buzz….
1.Supply key people with product samples
2. Work through community influentials
3. Develop word of mouth referrals
4.Identify influential individuals and companies and
devote extra effort to them
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Personal Selling
MMS
the process of communicating
with a potential buyer face-to-
face with the purpose of selling a product or service
Situation questions
Problem questions
Implication questions
Need-payoff questions
Principles
Steps in Effective Selling
Prospecting/Qualifying
Pre-approach
Approach
Presentation
Overcoming objections
Closing
Follow-upMMS
MMS
Marketing Debate
Are great salespeople born or made?
Take a position:
1. The key to developing an effective sales
force is selection.
or
2. The key to developing an effective sales
force is training.
MMS
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