McGraw-Hill/Irwin

Copyright 2009 by the McGraw-Hill Companies, Inc. All rights reserved.

Chapter 12

The One-to-One Media

DIRECT MARKETING PRIMARY MEDIA

Direct MailJust staying in touch

Newsletters Specialty Magazines Greeting Cards Special Offer Messages Prospecting Closing Servicing Supporting

Telephone MarketingLets talk

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THE SECRET OF DIRECT MARKETING SUCCESS: THE LIST

LIST ORIGINS:
1. COMPILED LISTSEXTERNALLY GENERATED
-Purchased Or Rented

2. RESPONSE LISTS---INTERNALLY GENERATED

-Harvested From Company Files
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DIRECT MAIL COMMUNICATION GOALS

CREATE GOODWILL DEVELOP FAMILIARITY AND INTEREST PROVIDE DEMONSTRATIONS

INFLUENCE THE CHANNEL

DIRECT ORDERS
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THE ELEMENTS OF DIRECT MAIL

THE ENVELOPE - carries the weight in the decision to read or discard THE OFFER - describes whats in it for me? with credibility THE ENCLOSURE - supports the offer by getting attention or providing proof THE REPLY DEVICE - this closes the sale

Tells the reader what to do Makes action easy Gives a reason for acting now Stresses positive benefits for action
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SECRETS TO INCREASING RESPONSE RATES TO MAIL SURVEYS

THE DIRECT MARKETING

RESEARCHER WILL

Make A Telephone Pre-notification Mail A Personalized Cover Letter With The

Questionnaire

Follow-up With A Postcard Reminder

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THE FIRST OBJECTIVE OF DIRECT MAIL:

GET THE ENVELOPE OPENED
1. CREATE URGENCYwith deadlines and scarcity 2. CREATE TEASER HEADLINESsave the story

3. TRY ENVELOPES WITH NO RETURN ADDRESS

except with your customers

4. TRY POINTED VS. ROUNDED FLAPSpointed flaps

go with personal communication items

5. PUT YOUR ADDRESS ON THE FLAP SIDEuse the

front for messages

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USES OF TELEMARKETING
1. INCREASE SALES 2. ACCOUNT MANAGEMENT 3. FIELD REPRESENTATIVE SUPPORT 4. PROSPECTING AND QUALIFYING NEW CLIENTS 5. CUSTOMER SERVICE / SUPPORT FOR INBOUND AND OUTBOUND CALL CENTERS
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SYNERGY OF 1-TO-1 MEDIA

USING MAIL, TELEPHONE AND E-MAIL TOGETHER CAN:

1. INCREASE RESPONSE RATES TO OFFERS

2. ENABLE YOU TO TEST WHAT COMBINATIONS ARE BEST 3. ALLOW QUICKER FOLLOW-UP TO INITIAL COMMUNICATIONS
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E-MARKETING STRATEGIES

USE THE WEB Manage channels for easier transactions Provide customer service 24/7 Complete back-office activities of ordering, checking, shipping DEVELOP VIRTUAL COMMUNITIES Provides transaction capability Delivers content Provides communication exchanges THE E-MAIL TOOL Focus on permission based customers Network relationships
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