BA 230 Direct Marketing
Above the Line – Below the Line – Through the Line
Above the Line
Works to promote product/service to
masses with mass media channels
Effective in mass communication
 Use media that are broadcast and
published to mass audiences
Below the Line
Works to promote product/service
directly to individuals.
 Gives the marketer the ability to tailor
their messaging in a more personal
manner to the audience.
 Highly measurable
Difficult to measure well
 Impersonal to customers
The effect on sales is observed in a long
time.
 Uses less conventional methods than
the usual ATL channels of advertising,
typically focusing on direct means of
communication,
The effect on sales can be measured
immediately
Through the Line
Both above and below the line communications
Allows brands to engage with a customer at multiple points
Enables an integrated communications approach where
consistent messaging across multiple media create a customer
perception
Marketing Communications Mix
Other
•Guerilla
•Event
•WOM
•…
Advertising
•
•
•
•
•
•
Print
Broadcast
Out-of-home
Point-of-Purchase materials
Web
Alternative Media
Advertising
Other
Direct
Marketing
Public Relations
Direct Marketing
•
•
•
•
•
•
•
•
Direct Mailing
E-mail
Internet
Telemarketing
Mobile
POP
Catalogue, Brochure, CD
Direct TV
Personal
Selling
Public Relations
•Press Kits
•Social responsibility
•Sponsorships
•Press activities
•Community activities
Sales promotion
Sales promotion
Personal Selling
•Personal selling
presentations
•Personal selling meetings
•Incentives
•Samples
•Fairs
•Contests, lotteries, games
•Samples
•Fairs and exhibitions
•Promotions
•Coupons
•Money-off
• Buy one get one free
Direct Marketing
•
Direct marketing is a form of marketing that
attempts to send its messages directly to
consumers, without using mass media
channels to enhance purchase, call to
action, build relationships, and create
loyalty.
•
Direct marketing consists of direct
connections with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationships.
Why Direct Marketing?
•
•
•
•
Current consumers are not considered as masses any more.
They have their own values and choices.
They are more selective and aware while they are choosing brands.
Current marketers try to segment these consumers and send messages with
direct communication channels to these consumers.
• Marketers use direct marketing to build one-to-one relationships with
consumers.
Direct Marketing Process
• DM aims to reach consumers with customized messages to sell
products/services.
• Uses communication channels other than mass media.
• Measurable
• Interactive
1
2
Communicate
through
different
media
Know your
customer
3
4
Right offer
Measurement
and evaluation
of results
Benefits of DM
 Personal communication with target audience
 Flexibile to try new ideas
 Creates immediate effect
 Can turn to sales in short term
 Reduces costs
 Provides consumer relationship building
 Offers various services
First DM Event in Turkey
Roadshow
Aim
• To mention new Turkish Republic to European countries
• To introduce modernized identity of Turks
Mechanism
• Exhibiton on the ship named Karadeniz from Karaköy to
Leningrad
• Product sales:Tekel products, Kütahya ceramic tiles, carpets,
Hacıbekir Turkish delights....
• Exhibition: Seeds of cereals, medicine, wooden and leather
products, metals, fabrics, İş Bank Branch....
• Balls
• Presidency of the republic orchestra concerts
• Team of 285 people
• Budget: 600.000 TL
Disciplines of Direct Marketing
1.
2.
3.
4.
Database marketing
Interactive marketing
Direct marketing at Point of Purchase
Direct marketing with events
What is database?
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All the data
prepared on the
computer can be
reached easily
and quickly
Storage of data
those are related
with each other
for the use of
multiple
purposes
ŞUBESİ
ŞUBE TEL
Data can be
numeric, text,
date
Databases
consist of at least
one table, tables
consist of data.
Information on Database
Education
Marital status
Children
Car ownership
County
City
Country
Home tel
Mobile tel
Work tel
E-mail
Interests
Shopping
Computer
Science/Technolo
gy
Dance
Volunteer work
Internet
Books
Music
Cars
Cinema
Spor
Travelling
Cooking
Sector
Job
Sample data structure
Products/services
Sales Data
Date of birth
Address
Further information
Sex
Communication
Demographic
Used to determine target audience
# of transactions
Revenue of
transactions
Method of
payment
Importance of Database
• Customer database consists of
valuable information collected
from customers and has strategic
importance for companies.
• Previous customer behaviour
data collected from marketing
activites enable management and
development of customer
relations.
• In order to integrate all marketing
communication activites,
databases are useful sources.
– 360˚ communication
– Association of customers-products-distribution channels with campaigns
How can a database be improved?
Determine aim and strategy!
To increase # of customers?
To call passive customers to action?
To gain more new customers?
More revenue with current customers?
Or all?
Determine strategic approach!
Which customers?
Which
communication
channel?
SMS
Email
Definition of
target audience
How?
When?
Feedbacks: To
direct to web
sites or call
centers
Monthly
Conditions: The
ones who send
30 boxes
monthly
Yearly
Mailing
Telephone
Etc.
Telemarketing
1. Outbound telemarketing
2. Inbound telemarketing
(“telemedia”)
– 800/444 numbers
– 900 numbers
Telephone Disclosure Act
•
•
•
•
Cost of call
Average length of call
Parental permission if under age 18
Not allowed if audience is under age 12 –
unless “educational”
Interactive Marketing
Interactive marketing includes activities of permission marketing
communication. Institutions and brands use different technology channels
such as internet and mobile devices to increase the demand of target
audience and to encourage interaction and direct communication
between institutions/brands and consumers. The results of interactive
marketing are measurable.
•
Microsites and Campaign web sites
•
Advergaming
•
Web advertising/On-line campaigns
•
Mobil Marketing
•
Blogging
•
Search engine marketing
•
E-mail marketing
Advergame
 Advergames are digital games that are used to provide a brand experience to target
audience and to increase interaction between the brand and consumers.
 Most advergames can be played on the Internet, yet some are downloaded to personal
computers of target audience.
 Recently, they are commonly used to reach new target consumers, to introduce the
brand, and to collect data for databases.
 Advergames that integrate other channels of communication are becoming
widespread.
 Nokia Game uses SMS, e-mail, fax
 Now, also computer games include advertisements
Advergaming
http://airfryer.pclubturkiye.com/patatesiny
uzuartikgulsun.aspx?hediye=5
Microsites and Campaign websites
• Web marketing introduce companies’ products and services to their current
or prospective customers by using web based applications.
• .
Web Advertising – Online Campaigns
 Web advertising is more than putting a banner on a web page.
 It was proved that the campaigns that are directly connected to
everyday life are more memorable and can easily be
remembered.
 For the creativity in new media sky is the limit!
 The brand has to take risk for being extraordinary.
Mobile Marketing
 Mobile marketing is not sending SMS discounts to mobile phones.
 Akbank provides 12% of consumer loan via CepKredi.
 Only %02 of these loans are unpaid.
 Wireless provide multiple opportunities and make our lives easier.
 With two-way applications it is possible to create interaction between target
audience and brand and we can also create immediate database services such as
 Which pharmacy is open tonight?
 4 digit number, or 7 digit number? What is the difference?
 GSM can spot your location accurately or with minor mistakes.
 Payment systems are being integrated into mobile marketing:
 Would you like to pay your metro card with your cell phone?
Mobile Marketing
 Personal
 A-synchronic
 Immediate
 Smart
 Free from space
 Two-way
 Measurable
Direct Marketing in the Field or on point-of- purchase
Marketing in the field;
These are the activities that are organized in places in which the target consumer
use, yet out of ordinary places such as retailers, to increase awareness, to inform
people, to control or to sell products and services to target consumers.
Door to door
Outdoor
Private places
On P-O-P ;
It includes all communication activities that aims to make brands more visible, to
attract attention to the brand, to provide fast turnover, to persuade target consumer,
to influence consumer behavior, and to get the best shelf space at p-o-p.
Merchandising
In-store activities (tasting, trials, demonstrations, promotion campaigns, gifts, awards,
lotteries)
Doing Direct Marketing in the field
POP marketing
Direct Marketing with Events
The purpose of organizing events is to provide environment that the brand
and target consumers or trade can get together. These activities attract
attention of consumers by creating connections between the product or
brand and cultural, artful, scientific, sportive activities.
The aim is to increase awareness, to inform people, to promote
products/services, to make consumers to try the product/service/brand
and to create emotional ties between consumers/trade and the brand
It is face to face communication
Roadshow
Festivals and competitions
Roadshow
• These include activities organized in multiple places in a specific time for a
specific route to launch or promote a product or brand.
Competitions and Festivals
• Not just sponsorship activities that are organized
• Cooperation with federations and clubs in
competitions
• In festivals, organizing activities other than
concerts
Public Policy and Ethical Issues in
Direct Marketing
Irritation
to
Consumers
Unfairness,
Deception,
or
Fraud
Invasion
of
Privacy and
“Online Profiling”
Important points about Direct Marketing
The most important point of DM is to
reach target audience, therefore
having a correct database is crucial in
DM.
To determine
the target
audience
To analyze
data and get
connected
with
consumers
To offer a
customized
plan via the
most
convenient
channel
Evaluate the
results
Sustainability
All DM activities must be
followed-up, measured and
evaluated.
E-mail: Dalından Kapınıza Doğal Mandalin İster Misiniz?
Satsumamandalin.com
Order
After the Order
• SMS: Information about the order
• SMS: I-BAN no and a thank you message for supporting the
project. ‘Your mandarins are reserved, you can pay whenever
you would like.’
• Telephone call: ‘Please feel free to pay after you receive and
taste the mardarins.’
• When they delivered the package another SMS is received: ‘If
there is any problem, please inform us.’
Telephone call from me: Problem about the package of mandarins those I got.
They said there is a problem about the cargo.
They will send me another package for free!
Happy Customer!