Direct%20Marketing%20and%20Interactive%20Communications - PowerPoint PPT Presentation

About This Presentation
Title:

Direct%20Marketing%20and%20Interactive%20Communications

Description:

... Selling The Process of Personal Selling Attaining Knowledge Prospecting Preapproach Approach Sales Presentation Follow-up Sales Management Activities 1.) Planning 2.) – PowerPoint PPT presentation

Number of Views:109
Avg rating:3.0/5.0
Slides: 21
Provided by: peggy133
Category:

less

Transcript and Presenter's Notes

Title: Direct%20Marketing%20and%20Interactive%20Communications


1
  • Direct Marketing and Interactive Communications

2
Direct Marketing
  • Direct Marketing is a strategy designed to create
    and sustain a personal and intermediary-free
    dialogue with customers. This should be a
    measurable activity, and it is often media-based.

3

4
Types of Direct Marketing
5
  • Complementary
  • Used to complement other promotional activities
  • Mainly used to generate leads
  • Some extent to create awareness, information and
    reinforcement

6
  • Primary differentiator
  • Primary form of communication
  • Provide distinct point of differentiation
  • Used to cut costs, avoid use of intermediaries
    and reach finely targeted audiences

7
  • Sales channel
  • Used for developing greater efficiency and
    augmenting current services
  • Multiple sales channels can be used to meet
    different needs of customers

8
  • Brand vehicle
  • Used to exploit market space opportunities
  • Pedigree or hybrid brands (ex. Virgin Direct and
    Eagle Star Direct)
  • Strategic
  • Entire organization and culture oriented to
    developing customer relationships

9
Direct Response Media
  • Direct Mail
  • Catalogs
  • Mass media direct marketing
  • Infomercials
  • Telemarketing
  • Inserts
  • Door-to-Door
  • Interactive
  • Internet and World-Wide Web
  • Interactive Television

10
(No Transcript)
11
Direct Mail Mistakes
  • Forgetting to include letter
  • Lack of identity continuity
  • No benefit shown on outside of mailer
  • No guarantees
  • No testimonials
  • No personal letter from owner in newsletter or
    catalog
  • Too many messages
  • Illegible colors and graphics
  • Doesnt put the offer up front
  • No headlines

12

Evaluating Direct Marketing
  • Profitability Analysis
  • Customer Characteristics and Response
  • Respondent/Nonrespondent surveys
  • Tracking studies
  • Geodemography

13
  • Personal Selling

14
Personal Selling
  • Presents a product or idea face-to-face
  • Done by a representative of the organization
  • Has a direct influence on sales
  • Gives immediate feedback
  • Can adjust the message immediately to fit
    receivers needs

15
Personal Selling
  • STRENGTHS
  • Flexibility
  • Minimizes wasted effort
  • Facilitates buyer action
  • Multiple capabilities
  • WEAKNESSES
  • High cost
  • Finding and retaining salespeople
  • Message inconsistency
  • Motivation

16
Determining the Role of Personal Selling
1.) Nature of the information to be exchanged 2.)
Marketing communication objectives 3.)
Communication mix alternatives available 4.)
Relative cost
17
Types of Personal Selling
1.) Responsive Selling 2.) Trade Selling 3.)
Missionary Selling 4.) Technical Selling 5.)
Creative Selling 6.) Consultative Selling
18
The Process of Personal Selling
Attaining Knowledge Prospecting Preapproach Approa
ch Sales Presentation Follow-up
19
Sales Management Activities
1.) Planning 2.) Staffing 3.) Implementing 4.)
Controlling 5.) Adapting to Change
20
Motivation
  • Financial
  • Straight salary
  • Straight commission
  • Combination plan
  • Others
  • Better salaries
  • Better fringe benefits
  • Better atmosphere
  • Better opportunities for advancement
Write a Comment
User Comments (0)
About PowerShow.com