Day One
IESEG Direct Marketing
Presented by Tim Lyons
So...what’s
it all about
then?
Introduction and Welcome
Introduction and Welcome
Introduction
Day by Day activities
Assessment
Get into Groups – Choose an assignment topic
The Blog
Introduction
•
Welcome to Direct Marketing
•
Tim Lyons
•
•
tim@managechina.com
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www.managechina.com
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My background
•
Academic
•
Practical
Expectations
•
Yours
•
Mine
Who am I?
Academic
•
Electronic Business/e-commerce
•
Marketing Communication
•
Strategic Marketing/Competitive
Strategy
•
Sales Management and
Negotiation
•
Direct Marketing
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International Marketing
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Previously Course Director of
Australia’s largest U/G marketing
program
•
U/G and P/G teaching
•
RMIT University, Monash
University, Australian Graduate
School of Management (AGSM),
Securities Institute, HKMA, SIM,
Hong Kong University, Zhejiang
University of Technology,
Latrobe University, APESMA,
Hanoi University
Who Am I?
•
Practical
•
•
•
25 years experience in
Sales and Marketing
Worked in Australia,
Singapore, Japan, China
and Philippines
Consulted in Hong Kong
and Indonesia
•
Past Vice Chairman –
Australia/China Chamber
of Commerce
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Currently Director of
ManageChina
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Managing Director
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Sales Director
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Marketing Director
Management Consultant
•
•
Projects for industry and
government
Who are you?
•
Work experience?
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Marketing
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Direct Marketing
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Other
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International experience
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Other
Expectations - yours
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What do you hope to gain from these sessions?
Expectations - mine
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Attendance
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Contribution
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Assessment
Day by Day Activities
Day One Activities
8:10-8:45
Introduction and Welcome to the Course
8:45-9:30 Topic One: Introduction to Direct
Marketing and Initial Discussion
9:30-9:45
Break
9:45-10:30
Topic Two: The Strategy of DM
10:30-11:00 Coffee Break
11:00-11:30 Workshop – Reflecting on DM Strategy
11:30-12:15 Topic Three: DM goes Digital
12:15-12:30 Reflection and Assignment work
Day Two Activities
8:10-9:00
Topic Four: The Importance of Data
9:00-9:15
Break
9:15-10:00
Topic Five: The Media of DM
10:00-10:15 Break
10:15-11:00
Topic Six: Legal Issues in DM
11:00-12:30 Student Presentations
Day Three Activities
8:10-9:00
Topic Seven: The Offer
9:00-9:15
Break
9:15-10:00
Topic Eight: DM and Creative
10:00-10:15 Break
10:15-11:00
Topic Nine: Social Media and DM
11:00-12:30 Student Presentations
Day Four Activities
8:10-9:00
Assignment Discussion
9:00-9:15
Break
9:15-10:00 Topic Ten: Future Issues and Innovation in
DM
10:00-10:15 Morning Tea
10:15-10:45 DM Strategic Case Study
10:45-12:15 Student Presentations
12.15-12.30 Wrap Up
Assessment
Teaching Method
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Seminars
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Class involvement
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Case studies
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Participation
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40% class
presentation/participation
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presentations due days 2, 3 or 4
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Participation is group participation
20% assignment
•
•
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Assignment to be submitted via
Turnitin
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Due two weeks from today
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File to be saved as .doc
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One file only
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File to be saved with your last
name, first initial
Guidelines handed out in class
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40% exam
•
2 hours on the last day
•
Eg. lyonst.doc
If you fail to follow these
instructions, I will not mark your
paper. If you are forced to resubmit
the paper, it will be treated as late
and marks will be deducted
Class
Presentation/Participation
•
•
Presentation (20%) based on
your presentation of your
progress on your assignment
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Participation (20%)
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Includes group
attendance and
punctuality
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Includes quality of inclass exercises and
blogging activity
No more than 15 minutes + 15
minutes Q&A
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No more than 1 minute per
slide
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All group members to
present
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Use the DM ppt template
The assignment
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20%
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3,000 words
•
•
+/- 10%
Group assignment
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See Assignment
Guidelines
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See DM Grading Sheet
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Due two weeks from
today
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Due at midnight on this day
Exam
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Closed book
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120 minutes
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Exam covers entire course
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3 essay questions from 5 questions in total
Assignment Groups
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You determine the makeup of
your assignment group
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Assignment grades are
determined by group
membership
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Participation grades are
determined by group
membership
Groups are to be no more
than 5 or 6 members
Choose a topic
The Blog – In Class
Participation
How does the blog work
What it is
Why we use it
•
Click on
directmarketingparis2014.wordpr
ess.com
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Each time you post, it will appear
on the screen for all of your
fellow students to see
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Post one Hello message on
behalf of the group
•
These postings will make up
your participation grade for the
course
•
You can complete your posts
after class if you wish
•
Participation is group
participation
•
•
Your professor will then ‘accept’
your message and you will be able
to access the system
Make sure you state your:
•
Group Number/Name
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All group member names
Time for a break....
Be sure to be back in 15 mins
Topic 1
Introduction to Direct
Marketing
Topic One – Introduction to
Direct Marketing
Class/Blog Exercises 1, 2 and 3
Definition
Breaking down the definition
Aims and how it fits into the bigger picture
Definition of Direct
Marketing
Blog Exercise 1/Day 1
How can a marketer achieve some of their goals?
What if these goals were mostly around customer
acquisition and retention?
Defining Direct Marketing
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What is it?
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“Direct marketing is the interactive use of
advertising media to stimulate an immediate
behaviour modification in such a way that this
behaviour can be tracked, recorded, analyzed,
and stored on a database for future retrieval”
•
Stone and Jacobs, 2001
Why show a definition
from 2001?
Technology might have changed
but has the essence of Direct Marketing?
Let’s discuss it in an interactive/digital
context to see if it still makes sense
Let’s look at YOUR company
PROJECT
Time for reflection
Why such an old definition?
THOUGHTS
IS IT CURRENT?
THOUGHTS
IS IT RELEVANT?
Breaking down the
Definition
Breaking down that definition
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Interactive
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One-on-one interaction
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Two way communication
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Rise of online marketing
Breaking down that definition
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Use of advertising media
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Convergence within media
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Mail, newspaper, TV, radio, internet, phone,etc
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Customer rather than a media planner driving the
process
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‘The Campaign’
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Come back to this soon
Breaking down that definition
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Track, record and analyse
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Measurability
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‘Your company’
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Spending
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Who is seeing it?
•
Response
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Are you achieving your
objectives?
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Return On Investment
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Did you get what you hoped
for?
Breaking down that definition
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Stored in database for future retrieval and use
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Store vital customer information for future
use
•
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History of purchases
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Sources of response
‘Your company’
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What information did you trap?
•
What can you hope to achieve?
Blog Exercise 2/Day 1
How do you think some of the media choices have
changed over the years thanks to the advent of
the likes of Facebook, Instagram, WeChat, etc?
Aims and How it fits
into the Bigger Picture
Aims of Direct Marketing
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Overall communication roles
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Building customer loyalty
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Measuring customer value
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Aquistion/retention
Specific role direct can play
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Developing a one-to-one relationship with the customer
How does Direct Marketing fit in with
other communication elements?
•
Direct Marketing is a vital part of Integrated Marketing
Communications
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“IMC is the selective combination of appropriate types of
advertising and promotion meeting a common set of
communication objectives for the brand to support a
singular macropositioning for the brand and integration
over time with regard to customers.”
•
Rossiter and Percy, 2000
How does Direct Marketing fit in with
other communication elements?
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Let us again consider ‘your campaign’.
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How does DM fit in with the rest of the
communications program?
Blog Exercise 3/Day 1
We’ve talked about your company and how it might
approach a DM campaign.
How would such a campaign fit in with other
campaigns you might run, such as TV, Sales
Promotion, Radio, etc?
Time for a coffee
Feel free to go outside...but be back in 15 mins
Topic 2
The Strategy of Direct
Marketing
Topic Two – The Strategy
of Direct Marketing
Class/Blog Exercises 4 and 5
Reflections of a bigger strategic marketing process
Reflections of a marketing communication strategic
process
The strategic process of Direct Marketing
Reflections of a bigger
strategic marketing
process
Strategic Marketing Process
Mission/Vision Statement
External Analysis
•Market
•Competition
•competitor
Internal Analysis
•Core competence
•Skill Base
SWOT
Objectives
Marketing Strategy
•4 P’s
•SCA
Implementation
Performance Measurement and evaluation
49
Reflections of a bigger strategic
marketing process
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Mission and/or vision statement
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Internal Analysis
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Core competencies - skill base
-
portfolio analysis – etc
Market analysis
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competition - likely targets –etc
Customer analysis
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Raison d’etre
Buyer behaviour - segmentation – channels used - etc
SWOT
50
51
Reflections of a bigger strategic marketing
process
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Strategic Imperative
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Product - Price - Place Promotion
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SCA - Brand strategy Cost/Differentiation
Implementation
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Time frames - responsibilities
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Financial
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Resources - profitability - cash
flow - performance measures
Other
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contingency
Blog Exercise 4/Day 1
How do you see Marketing Communications and in
particular Direct Marketing aligning itself to the
bigger strategic picture?
Reflections of a
marketing
communication
strategic process
Strategic Marketing Process
Focus on the communication elements
Mission
Objectives
Internal Analysis
Product/Service
Advertising
Communication/
Promotion
Sales
Promotion
Sponsorship
External Analysis
Distribution/Place
Direct Marketing
Public
Relations/
Publicity
Pricing
Interactive
Reflections of a marketing communication
strategic process
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Advertising
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Sales Promotion
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Sponsorship
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Direct Marketing
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Public Relations/Publicity
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Interactive
How does Direct Marketing Fit into this
picture?
Corporate Planning
Marketing Planning
Communication
Planning
Direct Marketing
The strategic process of
Direct Marketing
The Strategic Process of Direct Marketing
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Similar to the strategic marketing planning
process and the strategic communication
planning process
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External and Internal elements critical
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Customer at the centre of activities
Some elements of that DM Strategy
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Customer Management
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Eg. Data Base Management
Some tactical considerations
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Mailing Lists
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The offer
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Media
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Creative
Blog Exercise 5/Day 1
What are some of the key Direct Marketing
strategic issues, as you see it.
Hint: Reflect on the definition from Topic One
Time for a small break
Feel free to go outside...but be back in 15 mins
Pink Ponies
PROJECT
Time for reflection
You watched the YouTube Clip…
FORM
WHY IS IT KEY?
STYLE
HOW DOES IT CHANGE OUR VIEW
Topic 3
DM goes Digital
Topic Three – DM goes
Digital
Class/Blog Exercise 6
How does the Youtube clip inform us re DM strategy?
A DM plan
How does the YouTube
clip inform us re DM
strategy?
Blog Exercise 6/Day 1
What are some of the key DM issues as you saw it
based on the Youtube clip shown in class?
A Direct Marketing Plan
That Plan
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Situational Analysis
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Introduction to Direct Marketing
•
Definition of DM
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Explanation of component
parts
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Objectives
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DM and it’s role within Integrated
Marketing Communications
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Integration with IMC
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How a DM campaign fits into
a bigger IMC campaign
DM and how it fits into the
digital world
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Illustrating a case study in DM
That Plan
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Different Strategic Options
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The 4 C’s
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5-7 P’s
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6 Markets Model of
Relationship Marketing
That Plan
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What’s the Offer?
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What’s the Campaign
Strategy?
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Campaign Planning
Needs to match the target
•
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Needs to observe the strategy
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Communications Planning
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Audience, Objectives and Resources
Types, Frequency, Forms
Database Management
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On or Off line
That Plan
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Structuring the Offer
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Articulating the Creative
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Deciding on Media
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Campaign Measurement and
Refinement
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Other
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Budget
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Human Resource
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Inside or Outside?
In Summary
•
Today’s session
•
Introduction to Direct Marketing
•
•
•
DM and it’s role within Integrated
Marketing Communications
Definition of DM
Explanation of component
parts
•
•
Integration with IMC
•
How a DM campaign fits into
a bigger IMC campaign
DM and how it fits into the
digital world
•
Illustrating a case study in DM
In Summary
•
Learning Objectives
Complete
1.Differences between direct marketing and traditional marketing
2.Conceptual framework for the direct marketing process
3.Direct marketing objectives
In Part
6.Direct marketing strategy and tactics
8.Role of direct marketing in branding
9.Understand the role of technology in direct marketing
wrap up
questions?
Time for lunch
It’s lunch and not a break…so…see you tomorrow