direct

The information below is a selection of data, statistics and trends, largely from the Direct Marketing Association (www.the-dma.org). 2005 Direct Marketing Volume by Type:  Direct Mail: $49.8 billion for catalog and non-catalog combined or 31% of total Direct Marketing  Telephone...

Direct selling Direct selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach potential customers in person, through indirect means such as Tupperware parties. The Impact of Direct Selling What happens when you compete on price is...

A related form of marketing is infomercials. They are typically called direct response marketing rather than direct marketing because they try to achieve a direct response via broadcast on a third party's medium, but viewers respond directly via telephone or internet. TV-response...

Rule #1: Test everything. Rule #2: See rule #1. The biggest advantage direct mail has over other forms of advertising is the ability to measure its performance. No other method of advertising can have its results immediately quantified. According to an NADA press release, in 1999, auto...

Advantages include the following... I must admit that of all advertising methods, I prefer direct mail. In 1996, U.S. mail order sales hit $290 billion ($151.3 billion in consumer sales, $78.4 billion in business-to-business sales and $60.3 billion in nonprofit donations). According to Robert...

Direct marketing is attractive to many marketers, because in many cases its positive effect (but not negative results) can be measured directly. For example, if a marketer sends out one million solicitations by mail, and ten thousand customers can be tracked as having responded to the promotion...

The term direct marketing is believed to have been first used in 1961 in a speech by Lester Wunderman, who pioneered direct marketing techniques with brands such as American Express and Columbia Records. The term junk mail, referring to unsolicited commercial ads delivered via post office or...

Why use direct marketing? Direct marketing allows you to generate a specific response from targeted groups of customers. It's a particularly useful tool for small businesses because it allows you to:  focus limited resources where they are most likely to produce results  measure the success...

DIRECT MARKETING Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media...

Don peppers and Martha Rogers list the main differences between mass marketing one to one marketing companies that know their individual customer customize their product, offer, message, shipment method, and payment method maximize customer appeal. Today’s companies are building customer...

Although direct and on-line marketing are booming, a large number of companies still relegate them to minor roles in their communication-promotion mix. Advertising and sales-promotion departments receive most of the communication dollars and jealously guard their budgets. The sales force may...

Some emerging trends in direct marketing are telemarketing (marketing through telephone) and electronic shopping. In India, suppliers of industrial components and materials catering firms and service organization (such as hotels and transporters) have being booking orders on telephone since...

Direct marketers and their customers usually enjoy mutually rewarding relationships. Occasionally, however, a darker side emerges: Irritation: Many people find the increasing number of hard-sell direct-marketing solicitations to be a nuisance. They dislike direct-response TV commercials...

Direct marketers have to figure out an effective offer strategy to meet the target’s needs. Nash sees the offer strategy as consisting of five elements-the product, the offer, the medium, the distribution method, and the creative strategy. Fortunately all of these elements can be tested. Each...

The direct marketer normally aims to secure immediate purchases from prospects. The campaign success is judged by the response rate. A response rate of 2% is normally considered good in direct marketing sales campaign. Yet this rate also implies that 98% of the campaign effort was wasted...

STRATEGIES FOR DIRECT MARKETING Strategies for direct marketing a product or service to the target customer would normally encompass the following equally importance elements: Planning the product offer Pricing policy Media strategy Distributing Evolving the basic strategy for direct...

Industrial goods are traditionally sold through the company’s own sales force. In case of high-value Industrial products, such as machines, equipments, high-tech engineering goods, and projects where long-term standing in the market and one-to-one relationship with the customers are both...

Direct marketing of a blood pressure instrument An electronic gadgets manufacturing firm wanted to market in India a small, hand-held electronic instrument for measuring blood pressure at home. The price of the instrument was fixed at around Rs. 3000 a piece. Being a specialty product, it was...

The future of Direct Marketing in India is dependent on the following: 1) Reaching out to non-metro/non-urban market: As metro and urban markets get saturated by products and services promoted in both general and direct marketing models, the key to any direct marketing campaign...

In the international market direct marketing has evolved through the catalogue route. It was the catalogue marketer of the 1930s who set the pace, but it took direct marketing several decades to reach its present-day multimedia, interactive modes status. In India, direct marketing was launched...