1. Martin Rego, Class of 1975 President, King Organization www.kinglitho.com Direct Marketing in 2010 and Beyond

2. What is marketing? Marketing is any kind of engagement with your audience that helps to ultimately lead to a sale Marketing informs, educates Follows AIDA: Attention Interest Decision Action

3. Traditional Marketing Signage posters, billboards etc - BC through today Space Advertising in magazines and newspapers - from Gutenberg through today Radio broadcasting Television Direct Mail POP (Point of Purchase) and display ads

4. New Marketing Direct Response TV Internet Email Social Media: Facebook, LinkedIn, Twitter Mobile Marketing: cel phones, PDAs Cross Marketing: combines elements of Traditional and New Marketing

5. Direct Response Marketing vs General Marketing In General Marketing (TV, radio, space ads, etc) it is difficult, if not impossible, to measure response to an ad or campaign In Direct Marketing, the response can be readily measured, and acted upon

6. Fundamentals of a Direct Response Campaign 40% importance: the list of names to which you send the campaign 40% the offer you propose to them 20% everything else (the design and graphics, copy, art, timing, etc

7. SALES - Closes the deal! Nothing happens until somebody sells something! Personal, involved, engaged Always requires one-on-one interaction Marketing only creates awareness The salesperson must turn awareness into AIDA (Attention, Interest, Decision, Action)

8. Sales is all about prospecting What’s a prospect? Marketing only creates prospects Salesperson discerns which prospects become suspects Salesperson turns suspect into a sale Prospect -> Suspect -> Sale! Critical importance: repeat business - turning a sale into an account!!

9. How to find prospects Your marketing Referrals! Best source of sales leads (prospects). Word of mouth One good referral is worth a dozen sales calls Networking! Be present where your prospects will be present! Trade associations, conferences, industry groups, local groups (Chambers of Commerce, etc.) Directories, mailing lists, membership lists

10. Sales techniques The dreaded Cold Call (phone or visit) Get the appointment! It’s all about the prospect: you will ensure their success They don’t care about “features and benefits” - no “Dog and Pony Show” Rather: what will you (salesperson) do for me? Don’t sell price. Sell value. Sell Return on Investment. Sell your client’s success to them Follow up Repeat business

11. Advantages to Sales Careers The sky is the limit. No ceiling on what you can earn You are largely your own boss. Your employer only cares about one thing: your level of sales Opportunity to travel, sometimes widely - always on the road, not tied to a desk Opportunity to meet all kinds of interesting people

12. Disadvantages to Sales Careers Wholly performance-based. Very easy to measure your performance ($$$!). High turnover. You don’t produce, you’re out As your company’s public face, you have to take the flak for any problems or mistakes, and you have to resolve them with client Travel often inconvenient, to uninteresting places Schedules often encroach on your personal time

13. Martin Rego, CSHS ‘75 Marty@kinglitho.com