McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.

Chapter 12

The One-to-One Media

DIRECT MARKETING PRIMARY MEDIA

• Direct Mail—Just staying in touch• Newsletters• Specialty Magazines• Greeting Cards• Special Offer Messages

• Telephone Marketing—Let’s talk• Prospecting• Closing• Servicing• Supporting

12-3

THE SECRET OF DIRECT MARKETINGSUCCESS: THE LIST

• LIST ORIGINS:

1. COMPILED LISTS—EXTERNALLY

GENERATED -Purchased Or Rented

2. RESPONSE LISTS---INTERNALLY

GENERATED -Harvested From Company Files

12-4

DIRECT MAIL COMMUNICATION GOALS

• CREATE GOODWILL

• DEVELOP FAMILIARITY AND INTEREST

• PROVIDE DEMONSTRATIONS

• INFLUENCE THE CHANNEL

• DIRECT ORDERS

12-5

THE ELEMENTS OF DIRECT MAIL

• THE ENVELOPE - carries the weight in the decision to read or discard

• THE OFFER - describes “what’s in it for me?” with credibility

• THE ENCLOSURE - supports the offer by getting attention or providing proof

• THE REPLY DEVICE - this closes the sale• Tells the reader what to do

• Makes action easy

• Gives a reason for acting now

• Stresses positive benefits for action

12-6

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

12-7

THE FIRST OBJECTIVE OF DIRECT MAIL:

1. CREATE URGENCY—with deadlines and scarcity

2. CREATE TEASER HEADLINES—save the story

3. TRY ENVELOPES WITH NO RETURN ADDRESS—except with your customers

4. TRY POINTED VS. ROUNDED FLAPS—pointed flaps go with personal communication items

5. PUT YOUR ADDRESS ON THE FLAP SIDE—use the front for messages

GET THE ENVELOPE OPENED

12-8

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

12-9

SYNERGY OF 1-TO-1 MEDIA

USING MAIL, TELEPHONE AND

E-MAIL TOGETHER CAN:

1. INCREASE RESPONSE RATES TO OFFERS

2. ENABLE YOU TO TEST WHAT COMBINATIONS ARE BEST

3. ALLOW QUICKER FOLLOW-UP TO INITIAL COMMUNICATIONS

12-10

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 relationships12-11