chapter19 managing personal communicationsdirect & interactive mar

Managing Personal

Communications: Direct and

Interactive Marketing,

Word of Mouth and Personal Selling

Marilou M. SantosSSS MMDP 5

February 05, 2014MMS

What is Direct Marketing

use of consumer direct channels

To reach and deliver consumers

w/o middleman.MMS

DIRECT MARKETING CHANNELS

Direct Mail Catalogs Telemarketing

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Other direct response

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Constructing a Direct-Mail Campaign

6. Measure success

5. Execute

4. Test elements

3. Develop offer elements

2. Select target prospects

1. Establish objectives

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RFM Formula for Selecting

Prospects

It is a marketing technique used to determine quantitatively which customer are the best ones by examining the following, an analysis based on the marketing axiom that “80% of your business comes from 20% of your customers.”:

Recency - how recently a customer has purchased

Frequency - how often they purchase

Monetary - how much the customer spends MMS

What is Telemarketing

Telephone selling / promoting of goods and services

face-to-face or web conferencing appointment

TYPES OF TELEMARKETING

:

Telesales

Telecoverage

Teleprospecting

Customer service and

technical supportMMS

Other Media for Direct Response

• Television

• Direct Response

Advertising

• At-home shopping

channels

• Videotext

• KiosksMMS

Interactive Marketing

Tailored messages possible

Easy to track responsiveness

Contextual ad placement possible

Search engine advertising possible

Subject to click fraud

Consumers develop selective attention

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Online Promotional Opportunities

• Websites

• Microsites

• Search ads

• Display ads

• Interstitials

• Internet-specific ads

and videos

• Sponsorships

• Alliances and affiliate

programs

• Online communities

• Email

• Mobile marketing

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Marketing is Empowered by Social

Networks

Social Networks

• Facebook

• MySpace

• LinkedIn

• Twitter

• Blogs

• Intuit

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e-Marketing Guidelines

• Give the customer a reason to respond

• Personalize the content of your emails

• Offer something the customer could not get via

direct mail

• Make it easy for customers to unsubscribe

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Create a buzz….

1.Supply key people with product samples

2. Work through community influentials

3. Develop word of mouth referrals

4.Identify influential individuals and companies and

devote extra effort to them

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Personal Selling

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the process of communicating

with a potential buyer face-to-

face with the purpose of selling a product or service

Situation questions

Problem questions

Implication questions

Need-payoff questions

Principles

Steps in Effective Selling

Prospecting/Qualifying

Pre-approach

Approach

Presentation

Overcoming objections

Closing

Follow-upMMS

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Marketing Debate

Are great salespeople born or made?

Take a position:

1. The key to developing an effective sales

force is selection.

or

2. The key to developing an effective sales

force is training.

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