BADM 323 Marketing Communications March 17, 2010

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Presentation transcript:

BADM 323 Marketing Communications March 17, 2010 Direct Marketing BADM 323 Marketing Communications March 17, 2010

What is Direct Marketing? Assertive tactics that utilize media to reach current and potential customers through direct communication Usually direct marketing includes a “call to action” in the form of an incentive or enticing message to get consumers to respond

Types of Direct Marketing

Examples

Benefits of Direct Marketing

*South Woods Advertising Magazine

Drawbacks of Direct Marketing

Database Management Storing information collected via direct marketing on current and potential consumers Using the database to develop effective and efficient marketing programs that assist in creating long-term relationships with clients

Benefits/Drawbacks of Database Management

Sign Spinners http://www.youtube.com/watch?v=SUKor6eRXt0 http://www.youtube.com/watch?v=GlHBYGIi_k0&feature=related http://www.youtube.com/watch?v=TtJm6TmJJaQ&feature=related http://www.youtube.com/watch?v=33cMutZY_xo&feature=related

Red Bull Wiiings Team Unconventional, direct marketing technique Targets EPC to encourage brand trial, switching, and loyalty Builds long-term, personal relationships with core consumers Uses database management to track new users and who tried the product

Your Turn  Define a target audience for Vitamin Water Develop a direct marketing piece of your choice to reach the target audience Explain your direct marketing piece and how it will be effective among target audiences