direct marketing

Marketing CommunicationGroup Members

72

Muhammad Shahroze Rashid

(Group Leader)

74

Usman Butt

101

Waseem Ijaz

96

Umer Daraz

103

Zeeshan Ahmed

Marketing CommunicationGroup Members

95

Umer Murtaza

58

Sami Ahmed

102

Zeeshan Ali

100

Waqas Raza

90

Hammad Ali Shah

Umar MurtazaNext Person

Roll # 95

University of Education Lower Mall Campus Lahore

Topics

What is Direct Marketing

Advantages & Disadvantages of DM

1Powered by: Muhammad Shahroze Rashid |

www.shahroze.gq

Direct Marketing(DM)

Tool of DM

• Catalog• Direct Mail• Telemarketing• Direct Response

Advertising

Definition

It occurs when a seller &Customer deal with eachother directly, rather thanthrough an intermediary.

Primary Goal

The Primary goal of DM is producing Sales.

Powered by: Muhammad Shahroze Rashid | www.shahroze.gq

Allows for the collection of

Relevant Data about the

Customers

Greater accuracy in

targeting consumers

Timing can be controlled to

maximize impact

All outcomes are

precisely measurable

Provide more opportunities for

feedback from consumers

Advantages & Disadvantages of DM

Your Logo www.company.com

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Advantages & Disadvantages of DMDisadvantages of Direct Marketing

1 Higher initial costs than other traditional advertising methods

Spamming: Too many Catalogs, Junk Mails and Calls

People are still reluctant to purchase a product sight unseen.

Unable to reach everyone in the Marketplace

Usman ButtNext Person

Roll # 74


Topics

The Direct Marketing Process


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Objectives/Strategies

It has three objectives

Lead Generation, Traffic Generation and 01

The Offer

All DM contains an offer. Typically, consist on product description,

terms of sale and benefits etc. e.g. Buy one Get one Free02

Response/OrderDM aims to generate a behavioral response, specially,

sales. It can be done by making a relevant offer.

03

Fulfillment & Customer maintenance

Getting product to the customer who ordered it.

It includes all backend activities designed to make easy for the customer to

respond. Such as Tool free numbers, free trials etc

04

Relationship BuildingIt includes: Follow up Mailings and Customer Service05

The Direct Marketing Process

Muhammad Shahroze RashidNext Person

Roll # 72


Topics

Database Marketing

Customer Relationship Management


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Database Marketing

To record names of

Customers

For sorting and measuring the

results of Advertising

For sorting and measuring

purchasing performance

To provide a vehicle for continuing direct

communication by mail or Phone

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DBM is the heart of direct

marketing

Storing Customers’ details in a

database.

The purpose of DBM is to

produce up-to-date

information of customers as

well as their interaction with

the Company.

DB Marketing

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Collection Point

Data Entry

Data Assessment

Data Clustering

Data Application

Data Sharing

Data Reinforcement

Database Marketing Process

Customer Relationship

Management (CRM)

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01Tools of

DM

Direct Mail

Catalogs

Telemarketing

Direct Response

Advertising

Integrated Direct

Marketing

The Tools of Direct Marketing

Umar DarazNext Person

Roll # 96


Topics

Direct Mail


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Advertising mail, also known

as direct mail is the delivery

of advertising material to recipients by mail.

Direct mail marketing

strategies include postcards,

coupons, special offers,

advertising circulars, free

newspapers, free trial CDs,

catalogs, and pre-approvedcredit card applications.

Direct mail is the

granddaddy of the

direct response

Email marketing is now a

very popular offshoot of

direct mail marketing

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Direct Mail

Attention 01

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Personalize

Lead in

Start it with a brief yet compelling or surprizing statement.

e.g. dear friend, i can really kick myself.

Success

The Offer

The LetterThe Closing

Direct Mail Message Design

Zeeshan AliNext Person

Roll # 103


Topics

Catalog


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A catalog is a multipage direct

mail publication that shows a

variety of merchandise

Catalogs have become very

popular & people even pay

for it.

Number of

Advertisers are using

video catalogs

Video Catalogs provide

more information about

the products

Consumers can go

online to review

different catalogs.

There are catalogs for purses,

rings, cheese and hams,

computer accessories etc.

The electronic catalog has

also been marketed to readers

of computer magazines

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01.

Catalog

Zeeshan AhmedNext Person

Roll # 102


Topics

Telemarketing


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Telemarketing

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Telemarketing is a

marketing strategy that

involves connecting with

customers over the

telephone or, more recently,

through web-based video

conferencing.

Cold Calling

These callers works

in Call centers.

A typical TM campaign

involves 75 people making

250,000 calls over 3

months.

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A customer reads an

advertisement for a new

product and calls an

inbound telemarketer to

request more information.

A cable company will call its current

customers to advertise a new promotion.

The cable company may also cold call

non-customers to try to gain more sales.

With inbound

telemarketing, a

customer calls in

to the cell center.

With outbound telemarketing,

call centers call potential

customers directly

Inbound Outbound

Types of Telemarketing

It should be simple

enough to deliver

over phone

In case of technical

details use direct

mail

It must be

Compelling

It should have

strong initial

benefit

It must be short

Telemarketing Message Design

Waseem IjazNext Person

Roll # 101


Topics

Direct Response Advertising


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It is designed to get

immediate response or

action.

The move to action

makes it effectiveTrackable

Measurable

But, it can’t be reach large

audience, reaching each

individual will increase the cost.

Desigh

Reason

Trackable

Measurable

Lack in DRA

Direct Response Advertising

Television is a good medium

for direct marketers to

advertise broadly.

Ads in News Papers and

Magazine with an address or

toll free number

An Ad on radio with Toll free

number or contact information.

Less directly targeted than

direct mail or catalog.

Print

Broadcast

Media Media

Print Media

Sami AhmedNext Person

Roll # 58


Topics

Integrated Direct Marketing


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Integrated Direct Marketing

01

02

03

It can be defined as a systematic

way to get close to your best current

and potential Customers.

Linking the Channels

Failure in IDM

Thank youMuhammad Shahroze Rashid

www.Shahroze.gq