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Direct marketing is an effective marketing tool that SMEs should deploy as part of their everyday marketing activity. It is one of the most effective ways a small business can acquire new customers, retain existing customers and or increase the revenue potential of an existing base of customers | 10- Splash Relationship Building: Direct Marketing, Personal Selling, & Sales Promotion The importance of relationship marketing and how to integrate marketing communications with advertising Chapter Chapter Title Chapter 10 Objectives Discuss the importance of relationship marketing & IMC Define direct marketing and its role in IMC Explain the importance of databases to direct marketers Discuss the IMC role of personal selling Describe the advantages & drawbacks of personal selling Define sales promotion & its importance as a communications tool Explain push and pull strategies & give examples of each Identify benefits & drawbacks of sales promotion 10- By Using Linkage Media Understanding Direct Marketing & Its Role in IMC Direct marketing is communication that . . . Generates Store or Business Traffic Generates Direct Orders Prompts Information Requests (Leads) Builds & Maintains a Customer Database Data Management Data Access Reach Frequency Monetary 10- Understanding | 10- Splash Relationship Building: Direct Marketing, Personal Selling, & Sales Promotion The importance of relationship marketing and how to integrate marketing communications with advertising Chapter Chapter Title Chapter 10 Objectives Discuss the importance of relationship marketing & IMC Define direct marketing and its role in IMC Explain the importance of databases to direct marketers Discuss the IMC role of personal selling Describe the advantages & drawbacks of personal selling Define sales promotion & its importance as a communications tool Explain push and pull strategies & give examples of each Identify benefits & drawbacks of sales promotion 10- By Using Linkage Media Understanding Direct Marketing & Its Role in IMC Direct marketing is communication that . . . Generates Store or Business Traffic Generates Direct Orders Prompts Information Requests (Leads) Builds & Maintains a Customer Database Data Management Data Access Reach Frequency Monetary 10- Understanding Direct Marketing & Its Role in IMC Largest U.S. direct-response agencies Insert ex. 10-1, p. 310 Direct-response agencies chart Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi 10- Understanding Direct Marketing & Its Role in IMC RFM analysis of accounts Insert ex. 10-2, p. 312 RFM analysis of accounts Position = 0.35” horiz., 2.4” vertical Size = 8.3” WIDE Resolution: 300 dpi 10- Understanding Direct Marketing & Its Role in IMC Negative, sales-oriented reputation of direct marketing Enjoyment of visiting retail stores Hesitation to buy goods not seen, touched, or tried Privacy concerns Glut of direct marketing messages Lack of prestige of direct marketing media Drawbacks to Direct Marketing 10- Direct Mail Types of Direct Marketing Catalog Direct Response Ads 10- Types of Direct Marketing Insert ex. 10-3, p. 317 Top catalog companies Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi Top 10 catalog companies 10- .
