1 19 Managing Personal Communications Chapter Questions How can companies use integrated direct marketing for competitive advantage? How can companies do effective e-marketing? What decisions do companies face in designing a sales force? How do companies manage a sales force efficiently? How can salespeople improve selling, negotiating, and relationship marketing skills? 19-2 Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. 19-3 The Rebirth of Direct Marketing Interactive dialogue & direct interface between producers and customers The Relationship Paradigm (Relationship Marketing or Customer Relationship Management) 19-4 Accommodating the Relationship Paradigm Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders (AMA – September 2004) 19-5 The development of Information Technology has eased the growth of direct marketing (and the relationship marketing) 19-6 The Future of the Internet Revolutionary for certain industries and incremental for others. Conversational Marketing “Markets are conversations” E.g., MySpace (used by Warner Bros) Facebook (Coca-cola has a Sprite page & “Sprite Sips” game). 19-8 Creating horizontal communication 19-9 Direct Marketing Channels Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV 19-10 Buy a book and it is auto-delivered wirelessly in less than one minute. 19-11 Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy 19-12 Constructing A Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success 19-13 RFM Formula for Selecting Prospects Recency Frequency Monetary value 19-14 Elements of the Offer Strategy Product Offer Medium Distribution method Creative strategy 19-15 Components of the Mailing Outside envelope Sales letter Circular Reply form Reply envelope 19-16 Types of Telemarketing Telesales Telecoverage Teleprospecting Customer service and technical support 19-17 Other Media for Direct Response Television • Direct Response Advertising • At home shopping channels • Videotext Kiosks 19-18 Designing an Attractive Web Site Context Content Community Customization Communication Connection Commerce 19-19 Ease of Use and Attractiveness Ease of Use Downloads quickly First page is easy to understand Easy to navigate Attractiveness Clean looking Not overly crammed with content Readable fonts Good use of color and sound 19-20 Increasing Visits and Site Stickiness Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humor and jokes Games 19-21 Online Ads Banner ads Microsites Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs 19-22 e-Marketing Guidelines Give the customer a reason to respond Personalize the content of your emails Offer something the customer could not get via direct mail Make it easy for customers to unsubscribe 19-23 IMC Perspective The eBay ad shows how firms use traditional mass media advertising to drive website traffic. 15-24 These materials have been reproduced with the permission of eBay Inc. COPYRIGHT ©EBAY INC. ALL RIGHTS RESERVED. Figure 19.2 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation 19-25 Types of Sales Representatives • Deliverer • Order taker • Missionary • Technician • Demand creator • Solution vendor 19-26 Sales Tasks Prospecting Targeting Communicating Selling Servicing Information gathering Allocating 19-27 Figure 19.3 Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating 19-28 Workload Approach to Determining Sales Force Size Customers are grouped into size classes Desirable call frequencies are established Number of accounts in each size class multiplied by call frequency Average number of calls possible per year established Number of reps equal to total annual calls required divided by number possible 19-29 Components of Sales Force Compensation Fixed amount Variable amount Expense allowances Benefits 19-30 What Motivates Sales Reps? Most Rewarding Pay Promotion Personal growth Sense of accomplishment Least Rewarding Liking Respect Security Recognition 19-31 Principles of Personal Selling Be an active order getter Identifying customers’ latent needs and come up with sound product solution 19-32 Figure 19.4 Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up 19-33 Relationship Marketing Perspective • Personal Selling & Negotiation : not necessarily always transaction-oriented •That is, not just immediate sales, but to build long-term supplier-customer relationship. 19-34