definingdm

8/7/2019 definingdm

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Direct Marketing

Pankaj sharma

PGDM 051

8/7/2019 definingdm


“Direct marketing is selling your own catchto a buyer at a point farther down thedistribution chain than a primary

processor.”

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Two way communication between customer orprospectand company.

Sometimes called interactive marketing.

No middle man.

Measurable, database always used.Direct

marketer is always accountable.

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Direct Mail.

Internet.

Door to Door

Tele-Marketing.Tailored Publication.

Net -Work Marketing.

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process or otherwise prepare your fish for sale;

package, ship or otherwise deliver your fish;

arrange sales or attract retail customers;

collect payment on your sales; and

deal with all the extras like fish tickets, licenses, permits, and

fisheries taxes.

Direct Marketers don’t eliminate themiddleman - they become the middleman!

You’re still a fisherman but now you alsohave to:

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Grower

And/orHarvester

Grower

And/orHarvester

Primary

Processor

Primary

Processor

Further Processor

And

Manufacturer

Further Processor

AndManufacturer

Wholesaler

Wholesaler

ConsumerConsumer

Food

ServiceFood

Service

RetailerRetailerBrokersBrokers

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Grower

And/orHarvester

Grower

And/orHarvester

Primary

Processor

Primary

Processor

Further Processor

And

Manufacturer

Further Processor

AndManufacturer

Wholesaler

Wholesaler

ConsumerConsumer

Food

ServiceFood

Service

RetailerRetailerBrokersBrokers

The Direct Marketing Seafood Chain

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•Telemarketing: Direct marketing that involvescalling people at home or work to ask for donations,an opinion, or for sales purposes.•Email Direct Marketing: This form of direct

marketing targets consumers through their Emailaccounts. Email addresses can be harvested fromwebsites, forums, or purchased. Some companiesrequire you to receive announcements to use their

websites.•Direct Mail Marketing: Advertising material sentdirectly to home and business addresses.

Types of DirectMarketing

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NEWSPAPES

MAGAZINES

TELEVISION

TELEPHONE-BASEDDIRECT MARKETING

(TELE MARKETING

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Flexible Targeting

Direct marketing enables you to talk directly identify,

isolate and communicate with well-defined target

markets. This means you get a higher conversion and

success rate than if you tried communicating to everyone

in the mass market. And direct marketing is also far

cheaper than mass market communication.

Multiple Uses

Direct marketing doesn't just have to be used to sell - it

can be used to test new markets and trial new products or customers, to reward existing customers to build loyalty,

collect information for future campaigns, or segment a

customer base

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Cost-Effectiveness

The cost per acquisition of direct mail can be significantly less

than other marketing methods. Plus once you've acquired a

customer, you can also benefit from highly profitable repeat

sales, gained once again through direct marketing methods.

Rapid DeliveryDirect marketing is both swift and flexible in achieving

results. This is especially true for telemarketing, one of thedirect marketing tools, as the results of a conversation can

be logged immediately and scripts adjusted straight away to

improve results.

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Testing CapabilityDirect marketing allows you to test, test and test again in

order to hit upon the most successful combination of direct

marketing tools. Any of these variables such as timing, list,

message, mailer and offer can be adjusted, tested again, and

measured to find the optimum direct marketing proposition.

Relationship Building

Direct marketing is far more effective at initiating and

developing a meaningful dialogue with new customers. From

the outset you have a direct relationship with them, which canalso be used as part of a push pull strategy to stimulate

demand for retailers.

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Targeting of Messages

Direct marketing can enable you to target different messages

to different recipients. Using technology such as digital

printing, it's even possible to display different images,

designs and offers in a direct mailer according to who it's

being sent to, as well as personalising the mailer to the

recipient to increase conversion rates.

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The Indian Direct Selling Association

IDSA is an autonomous, self-

regulatory body for the direct selling

industry in India. The Associationacts as an interface between the

industry and policy-making bodies of

the Government facilitating the cause

of Direct Selling Industry in India. itsmembers are of high national and

international repute having set

standerd in delivering quality goods &

in following ethical practices.

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Founded in the USA in 1959, Amway is a global business

with 6,000 corporate employees worldwide. It is one of theworld's largest direct sales companies that services and

supplies over 3.3 million IBOs in more than 80 countries

and territories in Asia, Africa, East and Western Europe

and the Americas

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Amway and the seller or Independent Business Owner

is at the heart of Amway’s approach to direct

marketing.The main benefit of this form of marketing is

that it allows the Independent Business Owner to focusupon individual customers and their needs,with the

Independent Business Owner sourcing the consumer

ratherthan the consumer having to visit a shop.

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Independent Business Owners own their own business &

deal directly with their ownclients . These IndependentBusiness Owners also have the ability to deliver Amway’s

products to their customers’ homes. Independent

Business Owners sell to peoplethey know or meet. The

personal contact and care they provide is animportant element in direct marketing.

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"It takes much longer for direct selling companies todevelop brand loyalty among their customers but it

lasts that much longer. While comparing us with HLLor P&G, one must keep in mind the fact that our base is much smaller than these companies."

William S. Pinckney, CEO and Managing

Director, Amway India Enterprises.

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definingdm

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