Download free eBooks at bookboon.comMarketing Communications
Direct Marketing
A lead strategy will affect list choice and may also affect the choice of direct response medium. A tight
lead strategy may combine direct mail with telemarketing aimed at a focused list, whereas a loose lead
strategy may combine advertising with direct mail. In addition, the type of lead strategy will also influence
the message content; for more detailed information should be known about the members of a list used
for a tight lead strategy. Thus, the message can be aligned more closely to the prospects’ needs.
- PROVIDE DEMONSTRATION: under the right conditions, the mail can provide a product
demonstration: such product demonstrations are recorded in software or videotape and
dispatched to the prospects. - BUILD TRAFFIC: direct mail messages can be used to generate traffic to a trade show or
exhibition. - INFLUENCE THE CHANNEL: direct mail can be used to sell to retailers or other influencers
within the channel of distribution. Pharmaceutical companies are major users of mail to
influence channel of distribution, such mails can be used to influence doctors, dentists and
other medical professionals. - DIRECT ORDER: direct mail efforts can seek purchases. Catalogues represent a significant
source of revenue for computer accessories, office furniture and supplies, books and
other products.
CATALOGUE MARKETING (MAIL-ORDER CATALOGUE)
Catalogue marketing occurs when firms mail one or more products catalogues to selected prospects or
potential customer or addresses who have a high probability of placing an order.
The seller mails a catalogue to a selected list of customers and also makes the catalogue available on the
company premises. Big merchandisers operate catalogue counters in their stores and catalogue offices in
small communities where customers can visit to examine the catalogues and place orders. The customer’s
order is dispatched from a central warehouse to these catalogue office location, upon the arrival of the
goods, the customer is phoned and asked to take delivery of his orders.
TELEMARKETING
TELEMARKETING is defined as a marketing communication system using telecommunication technology
and trained personnel to conduct planned, measurable marketing activities directed at targeted groups
of consumers.
Direct marketer uses the telephone to sell direct to customers. Some telephone marketers have
developed computerized phoning systems where households are dialed automatically and computerized
message presented.
Telemarketing has become a major direct marketing tool used for selling products and services.