Description
The PPT about various Direct marketing and PR strategies.
Integrated Marketing Communication
Direct Marketing & PR
Direct Marketing
? Definition: ?
“The total of activities by which the seller direct efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, the internet or personal visit from a prospective customer.”
? Direct marketing is basically business from manufacturer to
consumer without the involvement of middlemen, whoever it is.
? Direct marketing is dependent upon the use of customer data
and list, hence the term database marketing. The list is searched and crunched to maximize the success chances.
Direct Marketing Strategies
? One-step approach -direct marketing media used directly to
solicit an order ? Two-step approach –multiple efforts used to generate a response. First effort is used to screen, qualify or interest potential buyers. Follow-up used to achieve order or close the sale. ? Direct Marketing Media ? Email Marketing ? Broadcast media (direct response ads/infomercials) ? Print media ? Telemarketing ? Use of coupons ? Door - to - door selling
Factors contributing to the growth of DM
? Consumer Credit Cards ? Over 1 billion credit cards in circulation ? Changing Structure of Society ? Increase in two income households ? Money-rich/Time-poor –need for convenience ? ? ? ?
Technological Advances Better communications via electronic media & computers Rapid package delivery Electronic delivery systems
? Ability to measure effects of direct marketing efforts ? Cost per order/ Cost per inquiry
Direct Marketing-Pros & Cons
Advantages
? Measurement of ? ? ? ? ?
Disadvantages
? Image Factors
effectiveness Selective Reach Cost beneficial for consumers Flexibility Direct contact with the consumers Personalization
? Privacy Concerns
? Accuracy
Which emails are most likely to be opened-A Survey by Tpoll
Public relations – within imc
Definition
?
“The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics.” - Institute of Public Relations (IPR)
PUBLICS
Commercial
• Customers • Suppliers • Competitors
General
• General Public • Community • Pressure Groups
Financial
• Shareholders • Investors • Bankers
The Media
• Television/Radio • National/Local press • Trade press
Internal
• Employees • Trade Unions
Authority
• Central/Local Govt. • Trade associations • Regulatory bodies
Levels
• Long term strategic image building • Developing credibility • Raising organization's profile
Marketing PR
Corporate PR
• Long term relationship building • Short term tactical crisis response
Techniques
Publications
• Annual report • Magazines • Videos
Advertising
• Corporate image
Press relations
• Press releases • Press conferences
Internal
• House journals • Staff briefings
Events
• Social events • Factory tours • Annual general meetings
Publicity v/s advertising
? • • •
Pros: Credibility - advertising is paid while publicity is considered free Reach - PR can achieve an incredible level of reach Excitement - Publicity is about news and can generate its own excitement Cons: Uncontrollability - publicity is in the hands of the media Lobbying can be seen as negative practice
? • •
Evaluating PR
Budget
Awareness Customer attitude PR Activity Media coverage and tone Positioning PR Success ?
Response generation
Share price Sales
Why A Diamond is Forever DeBeers & the Engagement Ring ( A Public Relations Case)
Making it happen
? DILEMMA:
? After discovering huge amounts of diamonds in South Africa, DeBeers was
faced with the dilemma of how to create demand by changing the public's view of diamonds as jewels only for aristocrats not the masses
? STRATEGY: ? A public relations campaign was designed to strengthen association in the
public's mind of diamonds with romance ? Since "young men buy over 90% of all engagement rings" it was crucial to reach them with a message: diamonds are a gift of love - the larger and finer the diamond, the greater the expression of love ? Similarly, young women had to be encouraged to view diamonds as an integral part of any romantic courtship.
Contd…
? IMPLEMENTATION: ? To implement this plan, DeBeers decided to give movie idols, the paragons of
romance for the mass audience, diamonds to use as their symbols of indestructible love ? DeBeers placed stories in key magazines and newspapers stressing the size of diamonds that celebrities presented to their loved ones, and photographs reinforcing the link between diamonds and romance ? They even incorporated Queen Elizabeth, who went on a well-publicized trip to several South African diamond mines, and accepted a diamond from DeBeers ? DeBeers also established a "Diamond Information Center" that placed a stamp of quasi-authority on the flood of "historical" data and "news" it released to the media
? RESULTS: ? Within 3 years, the sale of diamonds had increased by 55%
? More importantly, public relations established that the engagement diamond ring
is truly forever
Why A Diamond is Forever DeBeers & the Engagement Ring ( A Public Relations Case)
Thank You
doc_716714973.pptx
The PPT about various Direct marketing and PR strategies.
Integrated Marketing Communication
Direct Marketing & PR
Direct Marketing
? Definition: ?
“The total of activities by which the seller direct efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, the internet or personal visit from a prospective customer.”
? Direct marketing is basically business from manufacturer to
consumer without the involvement of middlemen, whoever it is.
? Direct marketing is dependent upon the use of customer data
and list, hence the term database marketing. The list is searched and crunched to maximize the success chances.
Direct Marketing Strategies
? One-step approach -direct marketing media used directly to
solicit an order ? Two-step approach –multiple efforts used to generate a response. First effort is used to screen, qualify or interest potential buyers. Follow-up used to achieve order or close the sale. ? Direct Marketing Media ? Email Marketing ? Broadcast media (direct response ads/infomercials) ? Print media ? Telemarketing ? Use of coupons ? Door - to - door selling
Factors contributing to the growth of DM
? Consumer Credit Cards ? Over 1 billion credit cards in circulation ? Changing Structure of Society ? Increase in two income households ? Money-rich/Time-poor –need for convenience ? ? ? ?
Technological Advances Better communications via electronic media & computers Rapid package delivery Electronic delivery systems
? Ability to measure effects of direct marketing efforts ? Cost per order/ Cost per inquiry
Direct Marketing-Pros & Cons
Advantages
? Measurement of ? ? ? ? ?
Disadvantages
? Image Factors
effectiveness Selective Reach Cost beneficial for consumers Flexibility Direct contact with the consumers Personalization
? Privacy Concerns
? Accuracy
Which emails are most likely to be opened-A Survey by Tpoll
Public relations – within imc
Definition
?
“The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics.” - Institute of Public Relations (IPR)
PUBLICS
Commercial
• Customers • Suppliers • Competitors
General
• General Public • Community • Pressure Groups
Financial
• Shareholders • Investors • Bankers
The Media
• Television/Radio • National/Local press • Trade press
Internal
• Employees • Trade Unions
Authority
• Central/Local Govt. • Trade associations • Regulatory bodies
Levels
• Long term strategic image building • Developing credibility • Raising organization's profile
Marketing PR
Corporate PR
• Long term relationship building • Short term tactical crisis response
Techniques
Publications
• Annual report • Magazines • Videos
Advertising
• Corporate image
Press relations
• Press releases • Press conferences
Internal
• House journals • Staff briefings
Events
• Social events • Factory tours • Annual general meetings
Publicity v/s advertising
? • • •
Pros: Credibility - advertising is paid while publicity is considered free Reach - PR can achieve an incredible level of reach Excitement - Publicity is about news and can generate its own excitement Cons: Uncontrollability - publicity is in the hands of the media Lobbying can be seen as negative practice
? • •
Evaluating PR
Budget
Awareness Customer attitude PR Activity Media coverage and tone Positioning PR Success ?
Response generation
Share price Sales
Why A Diamond is Forever DeBeers & the Engagement Ring ( A Public Relations Case)
Making it happen
? DILEMMA:
? After discovering huge amounts of diamonds in South Africa, DeBeers was
faced with the dilemma of how to create demand by changing the public's view of diamonds as jewels only for aristocrats not the masses
? STRATEGY: ? A public relations campaign was designed to strengthen association in the
public's mind of diamonds with romance ? Since "young men buy over 90% of all engagement rings" it was crucial to reach them with a message: diamonds are a gift of love - the larger and finer the diamond, the greater the expression of love ? Similarly, young women had to be encouraged to view diamonds as an integral part of any romantic courtship.
Contd…
? IMPLEMENTATION: ? To implement this plan, DeBeers decided to give movie idols, the paragons of
romance for the mass audience, diamonds to use as their symbols of indestructible love ? DeBeers placed stories in key magazines and newspapers stressing the size of diamonds that celebrities presented to their loved ones, and photographs reinforcing the link between diamonds and romance ? They even incorporated Queen Elizabeth, who went on a well-publicized trip to several South African diamond mines, and accepted a diamond from DeBeers ? DeBeers also established a "Diamond Information Center" that placed a stamp of quasi-authority on the flood of "historical" data and "news" it released to the media
? RESULTS: ? Within 3 years, the sale of diamonds had increased by 55%
? More importantly, public relations established that the engagement diamond ring
is truly forever
Why A Diamond is Forever DeBeers & the Engagement Ring ( A Public Relations Case)
Thank You
doc_716714973.pptx