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Direct Marketing and Word of Mouth Strategies

The document discusses various aspects of personal communications and marketing, including direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. Direct marketing involves using consumer-direct channels to reach customers without middlemen and includes direct mail, interactive TV, and telemarketing. Constructing an effective direct mail campaign involves establishing objectives, selecting targets, developing the offer, testing elements, and measuring success. Interactive marketing allows for tailored messages, easy tracking of responses, and contextual ad placement using online channels like websites, search ads, and email. Personal selling involves tasks like prospecting, communicating, selling, and servicing, with the goal of recruiting, training, motivating, and evaluating a sales force to meet sales objectives.

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73 views20 pages

Direct Marketing and Word of Mouth Strategies

The document discusses various aspects of personal communications and marketing, including direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. Direct marketing involves using consumer-direct channels to reach customers without middlemen and includes direct mail, interactive TV, and telemarketing. Constructing an effective direct mail campaign involves establishing objectives, selecting targets, developing the offer, testing elements, and measuring success. Interactive marketing allows for tailored messages, easy tracking of responses, and contextual ad placement using online channels like websites, search ads, and email. Personal selling involves tasks like prospecting, communicating, selling, and servicing, with the goal of recruiting, training, motivating, and evaluating a sales force to meet sales objectives.

Uploaded by

9909922996
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

19-1

Pepsi Embraces Interactive Marketing

19-2

What is Direct Marketing?


Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

19-3

Direct Marketing Channels


Direct mail Interactive TV Telemarketing

Other direct response

19-4

Constructing a Direct-Mail Campaign


1. Establish objectives

2. Select target prospects


3. Develop offer elements 4. Test elements(Means of testing)

5. Measure success

19-5

2. RFM Formula for Selecting Prospects


Recency

Frequency Monetary value

19-6

3. Elements of the Offer Strategy


Elements of offer strategy Product Offer Medium Distribution method Creative strategy Elelments of mailing Outside envelope Sales letter Circular Toll free number and web Reply envelope

19-7

Catalogue marketing Telemarketing Other forms(magazines, informercials etc.)

19-8

Public Issues in Direct Marketing


Irritation
Unfairness Deception/fraud Invasion of privacy
19-9

Interactive Marketing
Features Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud

19-10

Placing ads and promotions online


Websites Microsites Search ads Display ads(banners) Interstitials(pop-ups) Internet-specific ads and videos Sponsorships Alliances and affiliate programs Online communities Email Mobile marketing

19-11

How to Start Buzz


Identify influential individuals and companies and devote extra effort to them Supply key people with product samples Work through community influentials Develop word-of-mouth referral channels to build business Provide compelling information that customers want to pass along

19-12

Designing a Sales Force


Sales force objectives Sales force strategy Sales force structure Sales force size Compensation
19-13

Types of Sales Representatives


19-14

Deliverer Order taker Missionary Technician Demand creator Solution vendor

Sales Tasks
Prospecting Targeting Communicating Selling Servicing Information gathering Allocating

19-15

Managing the Sales Force


Recruiting, selecting
Training Supervising Motivating Evaluating
19-16

Components of Sales Force Compensation Fixed amount


Variable amount Expense allowances

Benefits
19-17

Form for Evaluating Performance

19-18

Principles of Personal Selling


Situation questions Problem questions Implication questions Need-payoff questions

19-19

Steps in Effective Selling


Prospecting/Qualifying

Preapproach
Approach

Presentation
Overcoming objections

Closing
Follow-up
19-20

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