Direct Marketing

Direct Marketing Techniques

 Who are we trying to reach –
Target Customers
 What response we want from
him – Sale or Enquiry
 Why should a target
customer buy – Better quality
or value for money
 Where can a target customer
be contacted – Home or work
place
 When is the most suitable
time to contact – Morning,
weekends or evening of week
days
1.1 Direct Mail
 Quality of Mailing List
 List House Supply the list on
purchase basis
 Customer list can be compiled from
subscription to Magazines,
Catalogues, membership to
organizations
 Transactions at retail counters and
Internet Sites
 Compiled from Surveys and
Questionnaire Administration
 Electoral Roll combined with Geo
demographic analysis
 Laws governing the collection and
storage of personal information
1.2 Telemarketing
Roles of Telemarketing

 Direct Selling

 Supporting the Sales

force

 Generating and
Screening Leads

 Building and updating

marketing database.
Applications of Telemarketing

 Linked to the field

Selling Activities
 Supporting Role to
Other Selling
Activities
 Primary role of
Telemarketing
 Combination Roles
Guidelines For Telemarketing

 Identify yourself and company

 Establish a Rapport
 Make an Interesting Comment
 Deliver your sales message and emphasize benefits over features
 Overcome Objections
 Close the sale- Ask for order
 Express Thanks
Advantages of Telemarketing

 It costs lower per contact

than a personal visit
 It is less time consuming
than personal visit for
both parties
 Growth in telephone
ownership and use of toll
free lines
 Mobile phones enable
contact anytime
anywhere. Messaging less
intrusive less expensive
 Allows two way
communication in real
time
Disadvantages of Telemarketing

 Cannot see a customer, cannot gauge his

feelings and body language
 Customer can more easily say no
 Intrusive
 Cost per customer reached is more than for
Direct Mail
1.3 Catalogue Marketing
 Catalogue should be
addressed to interested
audience
 Good data base is
decisive in ensuring
success of Catalogue
Marketing
 Catalogue should be
factual and descriptive
with product
specifications , updated
and sequenced properly
Applications of Catalogue Marketing

 Exclusively
operates through
catalogues
 Some companies
use catalogues as a
supplement to
other forms of
selling
 Catalogues can
also be used to
invite customers to
visit company
Advantages of Catalogue Marketing

 Only interested customers respond to company’s offer or visit their retail

outlets.
 Can be useful to the Startups
Disadvantages of Catalogue Marketing

 Expensive to
produce a
catalogue
 Data base of
target customers
is very important
 Product offerings
can be very
easily copied by
competitors
 1.4 Direct Response Marketing
 Direct Response
Marketers place
Advertisement in various
media soliciting response
( Purchase or Enquiries)
directly from prospective
customers. It can be done
through television, print
media ( Magazines,
Newspapers) and Radio.
The customers are
requested to respond to
the advertisement by
 1.5 Business to Business Direct
Marketing
 Obtaining a
complete and latest
database is a big
problem in business
organizations
 Single mailer may
not be useful as
members of various
departments may
want different type
of information.
Thank You