Direct Response and Personal sales Presented By: Maksim Feofanov Chris Njunge

Direct Marketing Delivery of goods and services to consumers via direct channels Seeks out most suitable consumer Direct sales to consumers comprise 53% of total direct sales In 2001 total direct marketing spending was $421 billion

DM channels direct mail: regular mail, catalogs and information materials, CDs and videos, fax mail, , voice mail personal selling: telemarketing, number, follow up calls etc interactive marketing : (web-site with Q&A section, for communication, phone number listed etc.)

Personal Selling Trade fairs and exhibitions involve selling to consumers Distribution of Partners’ brochures and pamphlets for a fee Presentations to top producing travel agencies

Direct Marketing Characterized by call to action Aims to get consumer to respond while idea is still fresh Utilized with other Marketing Communications

Objectives of Direct Marketing To generate qualified responses To convert and retain prospects To build customer relationships To develop and leverage a customer database

Elements of a Direct Response Campaign Creative-Dealing with the advertisements consistency with IMC and clarity Media-Most suitable media to use Fulfillment-Readiness for consumers response to call to action

Advantages Cost reduction by eliminating middlemen Better response rate Ability to retain and build strong and lasting relationships with consumers Hides marketing strategy from competitors

DM and Florida DM - ideal for products with unique audience and lifetime value Factors Affecting Direct Marketing Success: the right products or services the right media the right offer the right format the right test the right analyses

DM and Florida Florida – lifetime value product; strong customer loyalty Travelers (Florida visitors)– a separate target market, personal preferences DM – right media, personalized offer.

Challenges Competitors adopt same strategy Ethical/Legal issues on sending personal messages (Telemarketing) Spam? “Do not call” lists “Do not ” lists

DM within ICM (Recommendations) Target markets are scanned using R-F-M R-Recency; F-Frequency; M-Monetary amount DM and target markets: 1. One stage, multivehicle (DM): - repeat visitors, - “heavy traveling” visitors (prime target), 2. Multistage, multivehicle (Traditional media DM) - new/potential visitors

Use of Media Use letters/ s and postcards to users Use of colorful and printed images on postcards Toll free number and website information should be provided Telemarketing

Catchy phrases Where not to go on vacation (North Pole, Sahara Desert). We have been missing you in Florida Let’s meet. Florida Hope to see you soon. Florida

Respondents Follow up direct mail and telephone calls Representative should have conversation with respondent Obtain information, answer questions and encourage (teleprospecting) Provide further materials

Other Media Use of visual media such as CDs and Video Questionnaires interaction Newsletter Use travel agents

Cultural Tourism Experience Joint venture with American Express and Florida Department of State/Division of Cultural Affairs Targeting travelers who prefer arts and cultural experiences Database of American Express cardholders $46 million in expenditure via American Express cards (Florida only) 59% Response rate requesting more information on cultural activities

Flagler Awards Statewide awards for tourism Marketing achievement Finalists recognized in Governor's Conference on Tourism Awards in all areas of Marketing Communication

Publications VISIT FLORIDA Vacation Guide Florida Official Meeting planners guide Official Florida Travel Industry Guide Florida International Travel Planner Travel Agent Florida Specialist (Certified) E-newsletter

Questions?