Direct Marketing-An interactive Process.

Tejalad

New member
Direct Marketing: An Interactive Process
Direct Marketing is a comprehensive system of media and methods designed to elicit a response from a prospect or customer in order to develop or enhance a “client relationship.”
In lead generation or “two-step” marketing our goal is to convert a “suspect” into a “Prospect” through list or individual qualification. Then we want to convert our prospect into a customer with an initial sale. Our customer is transformed into a “client” through repeat sales and finally, if our customer service and follow up methods are effective, our client becomes an “advocate”- a source of new sales to other prospects through word-of –mouth recommendation by providing testimonials, case studies and more…
The company gains nothing in direct marketing by selling one product to one user one time. The task is to create a database of customers to whom you can sell additional products at higher response rates and with greater cost-effectiveness.
The system used to accomplish this process includes print and broadcast media, direct mail, and telemarketing and such other forms, employed individually or in combination.

Best Use of Direct Marketing in a Promotion Campaign
The Big Bangle Promotion- GoldPlus from TATA
The Big Bangle Promotion for GoldPlus from TATA was executed between July 2008 and November 2008 and was a resounding success both in boosting brand recall as well as improving sales volume. The Big Bangle was essentially the creation of the world’s biggest gold bangle, weighing 24.5 kgs and 6 feet in diameter. It was unveiled post a much publicized on road event that had people participating in ‘guess-the-weight’ contests and being exposed to teaser communication through town-to-town display vans. After its unveiling in Erode, in Tamil Nadu, India, the Gold Bangle subsequently traveled to 17 towns, covering more than a million people. 300,000 people participated in predict-the-size contest and 50,000 people took photographs with the world’s biggest gold bangle, generating a quarter million personalized post cards. Media coverage worth 20 million Indian Rupees was generated, reaching an estimated 60 million people, both national and international. The bangle also entered the Limca Book of Indian Records, the Indian equivalent of the Guinness Book. The payoff for Gold Plus from TATA was a jump in awareness from 53% to 87% and a sales improvement of an astounding 77% over the same period in the previous year.
 
Direct Marketing: An Interactive Process
Direct Marketing is a comprehensive system of media and methods designed to elicit a response from a prospect or customer in order to develop or enhance a “client relationship.”
In lead generation or “two-step” marketing our goal is to convert a “suspect” into a “Prospect” through list or individual qualification. Then we want to convert our prospect into a customer with an initial sale. Our customer is transformed into a “client” through repeat sales and finally, if our customer service and follow up methods are effective, our client becomes an “advocate”- a source of new sales to other prospects through word-of –mouth recommendation by providing testimonials, case studies and more…
The company gains nothing in direct marketing by selling one product to one user one time. The task is to create a database of customers to whom you can sell additional products at higher response rates and with greater cost-effectiveness.
The system used to accomplish this process includes print and broadcast media, direct mail, and telemarketing and such other forms, employed individually or in combination.

Best Use of Direct Marketing in a Promotion Campaign
The Big Bangle Promotion- GoldPlus from TATA
The Big Bangle Promotion for GoldPlus from TATA was executed between July 2008 and November 2008 and was a resounding success both in boosting brand recall as well as improving sales volume. The Big Bangle was essentially the creation of the world’s biggest gold bangle, weighing 24.5 kgs and 6 feet in diameter. It was unveiled post a much publicized on road event that had people participating in ‘guess-the-weight’ contests and being exposed to teaser communication through town-to-town display vans. After its unveiling in Erode, in Tamil Nadu, India, the Gold Bangle subsequently traveled to 17 towns, covering more than a million people. 300,000 people participated in predict-the-size contest and 50,000 people took photographs with the world’s biggest gold bangle, generating a quarter million personalized post cards. Media coverage worth 20 million Indian Rupees was generated, reaching an estimated 60 million people, both national and international. The bangle also entered the Limca Book of Indian Records, the Indian equivalent of the Guinness Book. The payoff for Gold Plus from TATA was a jump in awareness from 53% to 87% and a sales improvement of an astounding 77% over the same period in the previous year.
From my point of view, direct marketing can be beneficial sometimes because we deal with customers by contacting them directly. We can take their feedback and also tell about our product or services better than others. For more details, you guys can check my presentation on direct marketing which will give you complete information.
 

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Himanshi Agarwal

Well-known member
Challenges of direct marketing
Some of the downsides and hurdles to overcome when using direct marketing include: Intrusive: Many people find direct marketing annoying and intrusive. This is especially true of telemarketing and door-to-door sales. Some people dislike marketing mail and consider it to be 'junk mail'.
 

Himanshi Agarwal

Well-known member
Disadvantages of Direct Marketing
  • Intrusive – Some people find direct marketing annoying and intrusive. If people find your marketing mail annoying then it can create a negative brand association.
  • Environmental Impact – Some direct marketing techniques are associated with having an environmental impact mainly direct mail.
 
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