Bài giảng Business Marketing - Chapter 12: The One-To-One Media

McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.Chapter 12The One-to-One MediaDIRECT MARKETING PRIMARY MEDIADirect Mail—Just staying in touchNewslettersSpecialty MagazinesGreeting CardsSpecial Offer MessagesTelephone Marketing—Let’s talkProspectingClosingServicingSupporting12-*THE SECRET OF DIRECT MARKETINGSUCCESS: THE LISTLIST ORIGINS: 1. COMPILED LISTS—EXTERNALLY GENERATED -Purchased Or Rented2. RESPONSE LISTS---INTERNALLY GENERATED -Harvested From Company Files12-*DIRECT MAIL COMMUNICATION GOALSCREATE GOODWILLDEVELOP FAMILIARITY AND INTERESTPROVIDE DEMONSTRATIONSINFLUENCE THE CHANNELDIRECT ORDERS12-*THE ELEMENTS OF DIRECT MAILTHE ENVELOPE - carries the weight in the decision to read or discardTHE OFFER - describes “what’s in it for me?” with credibilityTHE ENCLOSURE - supports the offer by getting attention or providing proofTHE REPLY DEVICE - this closes the saleTells the reader what to doMakes action easyGives a reason for acting nowStresses positive benefits for action12-*SECRETS TO INCREASING RESPONSE RATES TO MAIL SURVEYSTHE DIRECT MARKETING RESEARCHER WILLMake A Telephone Pre-notificationMail A Personalized Cover Letter With The QuestionnaireFollow-up With A Postcard Reminder12-*THE FIRST OBJECTIVE OF DIRECT MAIL:CREATE URGENCY—with deadlines and scarcityCREATE TEASER HEADLINES—save the storyTRY ENVELOPES WITH NO RETURN ADDRESS—except with your customersTRY POINTED VS. ROUNDED FLAPS—pointed flaps go with personal communication itemsPUT YOUR ADDRESS ON THE FLAP SIDE—use the front for messagesGET THE ENVELOPE OPENED12-* USES OF TELEMARKETINGINCREASE SALESACCOUNT MANAGEMENTFIELD REPRESENTATIVE SUPPORTPROSPECTING AND QUALIFYING NEW CLIENTSCUSTOMER SERVICE / SUPPORT FOR INBOUND AND OUTBOUND CALL CENTERS12-*SYNERGY OF 1-TO-1 MEDIAUSING MAIL, TELEPHONE ANDE-MAIL TOGETHER CAN:INCREASE RESPONSE RATES TO OFFERSENABLE YOU TO TEST WHAT COMBINATIONS ARE BESTALLOW QUICKER FOLLOW-UP TO INITIAL COMMUNICATIONS12-*E-MARKETING STRATEGIESUSE THE WEBManage channels for easier transactionsProvide customer service 24/7Complete back-office activities of ordering, checking, shippingDEVELOP VIRTUAL COMMUNITIESProvides transaction capabilityDelivers contentProvides communication exchangesTHE E-MAIL TOOLFocus on permission based customersNetwork relationships12-*