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Chapter Twelve
IMC
The One-To-One Media

McGraw-Hill/Irwin Copyright 2006 The McGraw-Hill Companies, Inc. All rights reserved.
DIRECT MARKETING PRIMARY MEDIA

Direct MailJust staying in touch

Newsletters
Specialty Magazines
Greeting Cards
Special Offer Messages

Telephone MarketingLets talk

Prospecting
Closing
Servicing
Supporting
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THE SECRET OF DIRECT MARKETING
SUCCESS: THE LIST

LIST ORIGINS:
COMPILED LISTSEXTERNALLY
GENERATED
Purchased Or Rented

RESPONSE LISTSINTERNALLY
GENERATED
Harvested From Company Files

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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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 THE ELEMENTS OF DIRECT MAIL

THE ENVELOPEcarries the weight in the decision

to read or discard
THE OFFERdescribes whats in it for me? with
credibility
THE ENCLOSUREsupports the offer by getting
attention or providing proof
THE REPLY DEVICEthis 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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 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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 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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