BA 230 Direct Marketing

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BA 230 Direct Marketing
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Above the Line Below the Line Through the Line
Below the Line
Above the Line

• Works to promote product/service directly to
  individuals.
• Gives the marketer the ability to tailor their
  messaging in a more personal manner to the
  audience.
• Highly measurable
• Uses less conventional methods than the usual
  ATL channels of advertising, typically focusing
  on direct means of communication,
• The effect on sales can be measured immediately

• Works to promote product/service to masses with
  mass media channels
• Effective in mass communication
• Use media that are broadcast and published to
  mass audiences
• Difficult to measure well
• Impersonal to customers
• The effect on sales is observed in a long time.

Through the Line

• Both above and below the line communications
• Allows brands to engage with a customer at
  multiple points
• Enables an integrated communications approach
  where consistent messaging across multiple media
  create a customer perception

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Marketing Communications Mix
Other

• Guerilla
• Event
• WOM

Advertising

• Print
• Broadcast
• Out-of-home
• Point-of-Purchase materials
• Web
• Alternative Media

Advertising
Public Relations

• Press Kits
• Social responsibility
• Sponsorships
• Press activities
• Community activities

Other
Direct Marketing
Public Relations
Direct Marketing
Personal Selling
Sales promotion

• Direct Mailing
• E-mail
• Internet
• Telemarketing
• Mobile
• POP
• Catalogue, Brochure, CD
• Direct TV

Sales promotion

• Contests, lotteries, games
• Samples
• Fairs and exhibitions
• Promotions
• Coupons
• Money-off
• Buy one get one free

Personal Selling

• Personal selling presentations
• Personal selling meetings
• Incentives
• Samples
• Fairs

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Direct Marketing

• Direct marketing is a form of marketing that
  attempts to send its messages directly to
  consumers, without using mass media channels to
  enhance purchase, call to action, build
  relationships, and create loyalty.
• Direct marketing consists of direct connections
  with carefully targeted individual consumers to
  both obtain an immediate response and cultivate
  lasting customer relationships.

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Why Direct Marketing?

• Current consumers are not considered as masses
  any more.
• They have their own values and choices.
• They are more selective and aware while they are
  choosing brands.
• Current marketers try to segment these consumers
  and send messages with direct communication
  channels to these consumers.
• Marketers use direct marketing to build
  one-to-one relationships with consumers.
• .

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Direct Marketing Process

• DM aims to reach consumers with customized
  messages to sell products/services.
• Uses communication channels other than mass
  media.
• Measurable
• Interactive

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Benefits of DM

• Personal communication with target audience
• Flexibile to try new ideas
• Creates immediate effect
• Can turn to sales in short term
• Reduces costs
• Provides consumer relationship building
• Offers various services

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First DM Event in TurkeyRoadshow

• Aim
• To mention new Turkish Republic to European
  countries
• To introduce modernized identity of Turks
• Mechanism
• Exhibiton on the ship named Karadeniz from
  Karaköy to Leningrad
• Product salesTekel products, Kütahya ceramic
  tiles, carpets, Hacibekir Turkish delights....
• Exhibition Seeds of cereals, medicine, wooden
  and leather products, metals, fabrics, Is Bank
  Branch....
• Balls
• Presidency of the republic orchestra concerts
• Team of 285 people
• Budget 600.000 TL

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Disciplines of Direct Marketing

• Database marketing
• Interactive marketing
• Direct marketing at Point of Purchase
• Direct marketing with events

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What is database?
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Information on Database

• Used to determine target audience

Sample data structure
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Importance of Database

• Customer database consists of valuable
  information collected from customers and has
  strategic importance for companies.
• Previous customer behaviour data collected from
  marketing activites enable management and
  development of customer relations.
• In order to integrate all marketing communication
  activites, databases are useful sources.

• 360 communication
• Association of customers-products-distribution
  channels with campaigns

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How can a database be improved? Determine aim and
strategy!

• To increase of customers?
• To call passive customers to action?
• To gain more new customers?
• More revenue with current customers?
• Or all?

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Determine strategic approach!
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Telemarketing

• Outbound telemarketing
• Inbound telemarketing (telemedia)
• 800/444 numbers
• 900 numbers

• Telephone Disclosure Act
• Cost of call
• Average length of call
• Parental permission if under age 18
• Not allowed if audience is under age 12 unless
  educational

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Interactive Marketing

• Interactive marketing includes activities of
  permission marketing communication. Institutions
  and brands use different technology channels such
  as internet and mobile devices to increase the
  demand of target audience and to encourage
  interaction and direct communication between
  institutions/brands and consumers. The results of
  interactive marketing are measurable.
• Microsites and Campaign web sites
• Advergaming
• Web advertising/On-line campaigns
• Mobil Marketing
• Blogging
• Search engine marketing
• E-mail marketing

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Advergame

• Advergames are digital games that are used to
  provide a brand experience to target audience and
  to increase interaction between the brand and
  consumers.
• Most advergames can be played on the Internet,
  yet some are downloaded to personal computers of
  target audience.
• Recently, they are commonly used to reach new
  target consumers, to introduce the brand, and to
  collect data for databases.
• Advergames that integrate other channels of
  communication are becoming widespread.
• Nokia Game uses SMS, e-mail, fax
• Now, also computer games include advertisements

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Advergaming
http//airfryer.pclubturkiye.com/patatesinyuzuarti
kgulsun.aspx?hediye5
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Microsites and Campaign websites

• Web marketing introduce companies products and
  services to their current or prospective
  customers by using web based applications.
• .

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Web Advertising Online Campaigns

• Web advertising is more than putting a banner on
  a web page.
• It was proved that the campaigns that are
  directly connected to everyday life are more
  memorable and can easily be remembered.
• For the creativity in new media sky is the limit!
• The brand has to take risk for being
  extraordinary.

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Mobile Marketing

• Mobile marketing is not sending SMS discounts to
  mobile phones.
• Akbank provides 12 of consumer loan via
  CepKredi.
• Only 02 of these loans are unpaid.
• Wireless provide multiple opportunities and make
  our lives easier.
• With two-way applications it is possible to
  create interaction between target audience and
  brand and we can also create immediate database
  services such as
• Which pharmacy is open tonight?
• 4 digit number, or 7 digit number? What is the
  difference?
• GSM can spot your location accurately or with
  minor mistakes.
• Payment systems are being integrated into mobile
  marketing
• Would you like to pay your metro card with your
  cell phone?

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Mobile Marketing

• Personal
• A-synchronic
• Immediate
• Smart
• Free from space
• Two-way
• Measurable

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Direct Marketing in the Field or on point-of-
purchase
Marketing in the field

• These are the activities that are organized in
  places in which the target consumer use, yet out
  of ordinary places such as retailers, to
  increase awareness, to inform people, to control
  or to sell products and services to target
  consumers.
• Door to door
• Outdoor
• Private places

On P-O-P

• It includes all communication activities that
  aims to make brands more visible, to attract
  attention to the brand, to provide fast turnover,
  to persuade target consumer, to influence
  consumer behavior, and to get the best shelf
  space at p-o-p.
• Merchandising
• In-store activities (tasting, trials,
  demonstrations, promotion campaigns, gifts,
  awards, lotteries)

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Doing Direct Marketing in the field
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POP marketing
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Direct Marketing with Events

• The purpose of organizing events is to provide
  environment that the brand and target consumers
  or trade can get together. These activities
  attract attention of consumers by creating
  connections between the product or brand and
  cultural, artful, scientific, sportive
  activities.
• The aim is to increase awareness, to inform
  people, to promote products/services, to make
  consumers to try the product/service/brand and to
  create emotional ties between consumers/trade and
  the brand
• It is face to face communication
• Roadshow
• Festivals and competitions

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Roadshow

• These include activities organized in multiple
  places in a specific time for a specific route to
  launch or promote a product or brand.

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Competitions and Festivals

• Not just sponsorship activities that are
  organized
• Cooperation with federations and clubs in
  competitions
• In festivals, organizing activities other than
  concerts

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Public Policy and Ethical Issues in Direct
Marketing
Irritation to Consumers
Unfairness, Deception, or Fraud
Invasion of Privacy and Online Profiling
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Important points about Direct Marketing
The most important point of DM is to reach target
audience, therefore having a correct database is
crucial in DM.
All DM activities must be followed-up, measured
and evaluated.
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E-mail Dalindan Kapiniza Dogal Mandalin Ister
Misiniz?
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Satsumamandalin.com
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Order
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After the Order

• SMS Information about the order
• SMS I-BAN no and a thank you message for
  supporting the project. Your mandarins are
  reserved, you can pay whenever you would like.
• Telephone call Please feel free to pay after
  you receive and taste the mardarins.
• When they delivered the package another SMS is
  received If there is any problem, please inform
  us.

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Telephone call from me Problem about the package
of mandarins those I got. They said there is a
problem about the cargo. They will send me
another package for free!
Happy Customer!