OHT 18.1 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Direct marketing and exhibitions

OHT 18.2 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Direct marketing definition An interactive system of marketing which uses one or more advertising media to effect a measurable response at any location, forming a basis for creating and further developing an ongoing relationship between an organisation and its customers.

OHT 18.3 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Reasons for the growth in direct marketing Figure 18.1

OHT 18.4 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition The range of direct marketing techniques Figure 18.2

OHT 18.5 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Direct marketing techniques Direct mail - material distributed via the postal service to a recipient’s home or business to promote a product/service. Direct response advertising - standard broadcast and print media designed to generate a direct response, e.g an order or personal visit. Telemarketing - a direct personal, verbal approach via some kind of written or visual method. Mail order - the purchase of products featured in advertising or selected from a catalogue. Teleshopping - home based shopping.

OHT 18.6 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Direct mail - the advantages Targeting - for example using the post code, targeted campaigns can be developed using geographical / demographical criteria. Personalisation - large numbers of personalised mailings can be undertaken regularly. Response rates can be high. Flexibility of creative scope. Can hold attention of reader/recipient.

OHT 18.7 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Types of direct response advertising Freepost (coupon) and freephone. Pay post (coupon) and pay phone. Pay post (no coupon) and pay phone. Freepost and pay phone. Pay post (coupon) and freephone. Freephone only. Internet.

OHT 18.8 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Principles of direct response (McAlelvey 2001) (1 of 2) The focus should always be on what sells. Not always necessary to reinvent the wheel when designing campaigns. Make the ‘offer’ the central theme of the designing campaign. Long copy can sell if the reader is engaged.

OHT 18.9 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Principles of direct response (McAlelvey 2001) (2 of 2) Select creativity that sells, not that which just looks good. Always test and measure response. Select and retain media not on their ratings, but on their ability to sell for you. Always ask for the order or for further action.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Applications of telemarketing Generate leads. Screen leads before follow up. Arrange opportunities for representatives. Direct sales. Encourage cross / up selling. Dealer support. Account servicing. Market research. Test marketing.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Use of telemarketing New business and lead generation 28% Customer care 26% Customer service26% Brand loyalty14% Crisis management 6% Source: Cobb 1998

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Do’s and don’ts of telemarketing - The do’s Table 18.6 Source: Clarke (2001), reproduced from Marketing magazine with the permission of the copyright owner, Haymarket Business Publications Limited.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Do’s and don’ts of telemarketing - The don’ts Table 18.6 cont. Source: Clarke (2001), reproduced from Marketing magazine with the permission of the copyright owner, Haymarket Business Publications Limited.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Limitations of telemarketing Operational issues - requires systems that can cope with volumes of inbound calls. Regulatory issues regarding for example unsolicited mail and cold calling.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Traditional strengths of mail order Figure 18.3

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Weaknesses of traditional mail order catalogues Lack of speed. Downmarket image. Lack of targeting. Agency system.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Overcoming the weaknesses Figure 18.4

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Typical advantages of mail order over retail outlets Table 18.7

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Objectives of direct marketing Direct ordering. Providing information. Visit generation. Trial generation.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Managing a direct marketing campaign Figure 18.5

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Database creation and management Figure 18.7

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Benefits of trade shows & exhibitions Product launch and demonstration. Learning experience. Lead generation. Relationship building. Visitors’ sense of purpose and absorption in the atmosphere. Brand building. Market presence. PR spin offs and corporate boost.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Poor exhibition performance Table Source: Dudley (1990).