martin rego, class of 1975 president, king organization direct marketing in 2010 and beyond
TRANSCRIPT
Martin Rego, Class of 1975
President, King Organization
www.kinglitho.com
Direct Marketing in 2010 and Beyond
What is marketing?
• Marketing is any kind of engagement with your audience that helps to ultimately lead to a sale
• Marketing informs, educates• Follows AIDA:• Attention• Interest• Decision• Action
Traditional Marketing
• Signage posters, billboards etc - BC through today• Space Advertising in magazines and newspapers -
from Gutenberg through today• Radio broadcasting• Television• Direct Mail• POP (Point of Purchase) and display ads
New Marketing
• Direct Response TV
• Internet
• Social Media: Facebook, LinkedIn, Twitter
• Mobile Marketing: cel phones, PDAs
• Cross Marketing: combines elements of Traditional and New Marketing
Direct Response Marketing vs General Marketing
• In General Marketing (TV, radio, space ads, etc) it is difficult, if not impossible, to measure response to an ad or campaign
• In Direct Marketing, the response can be readily measured, and acted upon
Fundamentals of a Direct Response Campaign
• 40% importance: the list of names to which you send the campaign
• 40% the offer you propose to them
• 20% everything else (the design and graphics, copy, art, timing, etc
SALES - Closes the deal!
• Nothing happens until somebody sells something!
• Personal, involved, engaged• Always requires one-on-one interaction• Marketing only creates awareness• The salesperson must turn awareness into
AIDA (Attention, Interest, Decision, Action)
Sales is all about prospecting
• What’s a prospect?• Marketing only creates prospects• Salesperson discerns which prospects become
suspects• Salesperson turns suspect into a sale• Prospect -> Suspect -> Sale!• Critical importance: repeat business - turning a
sale into an account!!
How to find prospects
• Your marketing• Referrals! Best source of sales leads (prospects).
Word of mouth• One good referral is worth a dozen sales calls• Networking! Be present where your prospects will
be present! • Trade associations, conferences, industry groups,
local groups (Chambers of Commerce, etc.)• Directories, mailing lists, membership lists
Sales techniques
• The dreaded Cold Call (phone or visit)• Get the appointment!• It’s all about the prospect: you will ensure their success• They don’t care about “features and benefits” - no “Dog
and Pony Show”• Rather: what will you (salesperson) do for me? • Don’t sell price. Sell value. Sell Return on Investment.
Sell your client’s success to them• Follow up• Repeat business
Advantages to Sales Careers
• The sky is the limit. No ceiling on what you can earn
• You are largely your own boss. Your employer only cares about one thing: your level of sales
• Opportunity to travel, sometimes widely - always on the road, not tied to a desk
• Opportunity to meet all kinds of interesting people
Disadvantages to Sales Careers
• Wholly performance-based. Very easy to measure your performance ($$$!).
• High turnover. You don’t produce, you’re out• As your company’s public face, you have to take
the flak for any problems or mistakes, and you have to resolve them with client
• Travel often inconvenient, to uninteresting places• Schedules often encroach on your personal time
