19 Managing Personal Communications 1

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-2 What is Direct Marketing? Direct marketing is the use of consumer- direct channels to reach and deliver goods and services to customers without using market middlemen.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-3 Direct Marketing Channels Direct mail Catalogs Telemarketing Other direct response

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-4 Constructing a Direct-Mail Campaign  Establish objectives  Select target prospects  Develop offer elements  Test elements  Execute  Measure success

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-5 Components of the Mailing  Outside envelope  Sales letter  Circular  Reply form  Reply envelope

Catalogs  How many catalogs did you get in the mail yesterday?  How many catalog websites do you visit when shopping online? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-6

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-7 Types of Telemarketing  Telesales  Telecoverage  Teleprospecting  Customer service and technical support

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-8 Other Media for Direct Response  Television  Radio  Kiosks  Newspapers  Magazines  Internet

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-9 Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Interactive Marketing  Tailored messages possible  Easy to track responsiveness  Contextual ad placement possible  Search engine advertising possible  Subject to click fraud  Consumers develop selective attention

Figure 19.1 Average Time Spent per Day with Select Media for US Consumers Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-11

Platforms of Social Media Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Online Communities and Forums Blogs Social Networks

Motrin Learns the Power of Social Media Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-13

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall How to Start Buzz  Identify influential individuals and companies and devote extra effort to them  Supply key people with product samples  Work through community influentials  Develop word-of-mouth referral channels to build business  Provide compelling information that customers want to pass along

Creating a Viral Opportunity Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-15

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Figure 19.3 Designing a Sales Force Sales Force Objectives Sales Force Strategy Sales Force Structure Sales Force Size Sales Force Compensation

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Sales Tasks  Prospecting  Targeting  Communicating  Selling  Servicing  Information gathering  Allocating

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Workload Approach to Determining Sales Force Size  Customers are grouped into size classes  Desirable call frequencies are established  Number of accounts in each size class multiplied by call frequency  Average number of calls possible per year established  Number of reps equal to total annual calls required divided by number possible

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Figure 19.5 Managing the Sales Force Recruiting Selecting Training Supervising Motivating Evaluating

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Steps in Effective Selling 1. Prospecting/qualifying 2. Preapproach 3. Approach 4. Presentation 5. Overcoming objections 6. Closing 7. Follow up