3.043.04

Direct MarketingDirect Marketing

TermTerm

Direct Marketing: allows Direct Marketing: allows targeting of customer segments in targeting of customer segments in order to focus promotional effortsorder to focus promotional efforts

Types of Direct MarketingTypes of Direct Marketing

e-mail marketinge-mail marketing telemarketingtelemarketing mailshotsmailshots SMSSMS social media social media

Messaging ServicesMessaging Services

Short Messaging Service (SMS): Short Messaging Service (SMS): contain only textcontain only textMultimedia Messaging Service Multimedia Messaging Service (MMS): allow for rich media messages(MMS): allow for rich media messages

Mobile Advertising StrategiesMobile Advertising Strategies

Text message with coupon: Text message with coupon: most successfulmost successful

Rich media: may be the futureRich media: may be the future Banner ads: boring to Banner ads: boring to

consumersconsumers Quick Response codes: using a Quick Response codes: using a

smart phone to obtain coupon smart phone to obtain coupon Cross-platform campaign: will be Cross-platform campaign: will be

used in multiple media sourcesused in multiple media sources

Types of Direct MailTypes of Direct Mail

LettersLettersPostcardsPostcardsCatalogsCatalogsSelf-mailersSelf-mailersBrochuresBrochures

Using Direct Advertising EffectivelyUsing Direct Advertising Effectively

Personalize the mailerPersonalize the mailerMake it easy to readMake it easy to readInclude a dateInclude a dateSummarize the offerSummarize the offerHave a call to actionHave a call to action

Importance of TechnologyImportance of Technology

pinpoint specific prospects pinpoint specific prospects based on demographicsbased on demographics

launch direct mail touches launch direct mail touches based on event triggersbased on event triggers

capture real-time response capture real-time response metrics in order to determine metrics in order to determine immediate ROIimmediate ROI

Banner AdvertisementsBanner Advertisements

InteractiveInteractive2 way communication2 way communication

Obtain informationObtain informationDownload couponsDownload couponsLink to related sitesLink to related sites

Nature of Electronic MediaNature of Electronic Media

Highly visualHighly visualQuick responseQuick responseCan be highly segmentedCan be highly segmentedInteractiveInteractiveMotivates customers to buyMotivates customers to buy

On-line AdvertisementsOn-line Advertisements

Banner adsBanner ads ButtonsButtons Pop upsPop ups SponsorshipsSponsorships

Getting Noticed by Search Getting Noticed by Search EnginesEngines

Use HTML codeUse HTML code HTML: Hyper Text Markup HTML: Hyper Text Markup

LanguageLanguage

Reasons to Broadcast GamesReasons to Broadcast Games

Earn revenue from TV networkEarn revenue from TV networkIncrease fan interestIncrease fan interestBuild brand equityBuild brand equityBeneficial to sponsorsBeneficial to sponsors

Sports & TelevisionSports & Television

Mutually beneficial arrangementMutually beneficial arrangement Networks: receive programmingNetworks: receive programming Leagues: receive exposureLeagues: receive exposure

Target market: males 18-34; 18-49Target market: males 18-34; 18-49Un-DVR-able: must be watched liveUn-DVR-able: must be watched live

Fantasy SportsFantasy Sports

online simulations that allow online simulations that allow fans to build their own sport fans to build their own sport teams and compete against teams and compete against other fans' sport teamsother fans' sport teams

Run by sports organizations, Run by sports organizations, media outlets and businessesmedia outlets and businesses