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Presented by:-Sonu Kumar

13105003Pawan Kumar

13105013MBA( Mkt. )

Direct marketing campaignAnd

Communication for direct marketing

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What is campaign ? Campaign process. Benefits of campaign What is the marketing communication ? Modes of marketing communication. Process of marketing communication. Advantages of direct communication.

Content…

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A series of advertisement using various marketing tools that share the same message and idea to promote a business or event to a target audience. The typical campaign uses different media resources including internet, newspapers, television, radio, and print advertising.

What is campaign ?

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Planning Data management Message The response handling Measuring success Assess and improve

Campaign process

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Before starting any campaign it’s important to identify your Company’s USPs and the products/services on offer.

Identify the campaign’s primary objectives:

Increase Brand awareness Maintain a better customer relationship. Attract the new customers. Cover or increase maximum market share.

1. Planning

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Identify the target audience: B2B

The size and type of company you target.Any businesses with similar profiles to current customers.

The geographic area of interest.

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The target demographic Behavioral segment Psychographic Any geographic

If the company is able to find the desired data or segment then the chance of success of campaign is more.

B2C

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Identify the available data based upon target profiles.

Contact relevant data brokers to purchase for campaign.

2. Data Management

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Manage the data by...

Developing an appropriate campaign database to be used for all campaign activity and response handling.

Running campaign of DM- Email and Telemarketing which match the target segment.

Set a response rate for measure the campaign success.

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Refine the message by...

Addressing the target’s problem.Offering a solution to their needs.Differentiating messages for various target segments.

Using a solid brand positioning statement to set the perception.

Establishing two way communication.

3. The Message

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Consider the ‘think, feel and do’ approach ...Thinking - what do you want them to think when they receive the campaign?

Feeling - what do you want them to feel?Doing - What do you want them to do?

Deciding media for campaign (integrated campaigns ALWAYS work best) ...

Online advertising .Campaign website or landing page.Direct mail.Email,Telemarketing.

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4. Response HandlingDefine a means of collecting the responses across multiple channels ...

Inbound phone calls Dedicated email address Campaign specific website - enquiry forms Social Media

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5. Measuring Success

Methods of measuring success include... Direct Mail (total responses) Website - (Google Analytics and web-tracking

technology) Online advertising (interaction and click-through

rates) Email (successful sends, opens, interactions) Telemarketing (quantitative and qualitative feedback)

and the call-to-lead ratio

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6. Assess and Improve

Learn from the campaign by identifying...Which target segments have responded and why?

What the channel preferences were.Which calls to action were most effective.

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Benefits of campaign

Cost Effective Measurable Relationship Building

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What is Marketing Communication?

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

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Modes of Marketing Communications

Advertising Sales promotion Public relations

and publicity

Direct marketing Interactive

marketing Word-of-mouth

marketing Personal selling

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The New Direct-Marketing Model

“Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships”.

No intermediaries An element of the promotion mix Fastest-growing form of marketing

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Communication Platforms

Direct Marketing

Catalogs Mailings Telemarketing Electronic

shopping TV shopping E-mail Voice mail Websites

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Elements in the Communications Process

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The Communications Process

Selective attention Selective distortion Selective retention

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An Ideal Ad Campaign The right consumer is exposed to the

message at the right time and place The ad causes consumer to pay

attention The ad reflects consumer’s level of

understanding and behaviors with product

The ad correctly positions brand in terms of points-of-difference and points-of-parity

The ad motivates consumer to consider purchase of the brand

The ad creates strong brand associations

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Steps in Developing Effective Communications

Identify target audienceDetermine objectivesDesign communicationsSelect channelsEstablish budgetDecide on media mixMeasure results/manage IMC

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Communications Objectives

To increase the demand Brand awareness Brand attitude Purchase intention Build new brand Build goodwill

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Designing the Communications

Message strategy Creative strategy Message source Global adaptation

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Creative Strategy Informational appeals Positive and negative appeals

Fear Humor Love Pride Joy

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Message Source

Celebrity Characteristics Expertise Trustworthiness Likeability

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Global adaptation

To ensure that your communication resonates with an international audience , you need to be aware that different cultures are likely to view design with different perspective. Branded translations offers expertise and optional design services to adapt creative elements for your target market . we identify , recommend and adjust your design where needed making sure the localized version is as effective as the original.

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Select Communication Channels

Personal channels No personal channels Integration of channels

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Characteristics of the Marketing Communications

Mix

Direct Marketing Customized Up-to-date Interactive

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Advantages of communication

Help you build relationships with new customers.

Test the appeal of your product or service.

They can share with potential customers.

Increase sales.

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THANK YOU

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ANY

QUESTIONS ???