DIRECT MAIL MARKETING

PREPARED BY

SHEBA SARAH VARUGHESE

S2 MBA

ICONZ

MARKETING MANAGEMENT

OBJECTIVES

What is direct marketing? Defining direct mail marketing program. Direct mail marketing applied in reader’s

digest magazine. Model of a direct mail marketing in a

multinational personal care company.

WHAT IS DIRECT MARKETING?

Direct marketing is a perfect opportunity to get the name of the company in the hands of customers who want to hear about the latest products, services, and coupons provided.

Direct mail marketing :

It is a personalized approach in marketing were there is a direct communication created between the owner of the company and the prospective buyers.

DIRECT MAIL MARKETING IN:

READER’S DIGEST MAGAZINE

( The world's best-selling magazine.)

Methods adopted:

It involved cutting out other publishers and distributors by communicating and selling directly to the public.

The postal relationship which established with each of the customers raised a direct-mail operation to the level of a personal service.

When customers receive mail from Reader’s Digest they tend to read it and because the products are what customers want and have massive appeal, many respond.

Benefits of DMM in reader’s digest magazine:

DMM provided a personalised approach which created awareness of Reader's Digest Magazine.

DMM made Reader's Digest become America's leading monthly magazine.

It helps in communicating directly with potential readers and appealing to their beliefs and lifestyle.

Today the global readership is more than 100 million, a circulation of 27 million, with 48 editors, published in 19 languages available throughout the world and has become the world's best-selling magazine.

A MODEL OF DMM FOR A MULTINATIONAL PERSONAL CARE COMPANY

Categorised based on:

The buyers are segmented as follows

Demographic segmentation○ age ○ gender○ life style

Geographical segmentation ○ national ○ international

PRODUCTS AND SERVICES:

Personal care productsFace wash After Shave gelShampooBody LotionHair oils

Direct mail marketing methods:

DMM

catalogues along with Newspaper

SMS marketing

Postal cardsPamphlets and leaflets

E-MAIL marketing

DMM methods used

SMS marketing

Use of short message service (SMS) to send customers sales alerts, links to website updates, appointment or delivery reminders, or personalised messaging .

Catalogues along with Newspaper

multi-page promotions of products are showcased in the catalogues which is send along with the newspapers with the contact information.

Pamphlets or leaflets

It is a simple, inexpensive and effective way of reaching customers distributing well-designed leaflets or flyers through letterbox dropsand

. E-MAIL marketing

Email marketing is a simple, cost-effective and measurable way of reaching the customers. It include e-newsletters, promotional emails to generate new leads or offers for existing customers, or ads that can appear in other business's emails.

Post cards  with the promotional message on one

side and the customer's address on the other side, cards are send to the prospective buyers