BA 230 Direct Marketing

Above the Line – Below the Line – Through the Line

Works to promote product/service to masses with mass media channelsEffective in mass communication Use media that are broadcast and published to mass audiencesDifficult to measure well Impersonal to customersThe effect on sales is observed in a long time.

Above the LineWorks 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 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

Below the Line

Both above and below the line communicationsAllows brands to engage with a customer at multiple pointsEnables an integrated communications approach where consistent messaging across multiple media create a customer perception

Through the Line

Marketing Communications Mix

Sales promotion

Public Relations

Personal Selling

Direct Marketing

Advertising

Direct Marketing

Sales promotion

Public Relations

•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

•Press Kits•Social responsibility

•Sponsorships•Press activities•Community activities

Personal Selling

• Print• Broadcast• Out-of-home• Point-of-Purchase materials• Web• Alternative Media

Advertising

• Direct Mailing• E-mail• Internet• Telemarketing• Mobile• POP• Catalogue, Brochure, CD• Direct TV

Other

Other

•Guerilla•Event•WOM•…

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

Know your customer

1

Communicate through different media

2

Right offer

3

Measurement and evaluation of results

4

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 TurkeyRoadshow

AimAim• To mention new Turkish Republic to European countriesTo mention new Turkish Republic to European countries• To introduce modernized identity of TurksTo introduce modernized identity of Turks

Mechanism Mechanism • Exhibiton on the ship named Karadeniz from Karaköy to Exhibiton on the ship named Karadeniz from Karaköy to

LeningradLeningrad• Product sales:Tekel products, Kütahya ceramic tiles, carpets, Product sales:Tekel products, Kütahya ceramic tiles, carpets,

Hacıbekir Turkish delights....Hacıbekir Turkish delights....• Exhibition: Seeds of cereals, medicine, wooden and leather Exhibition: Seeds of cereals, medicine, wooden and leather

products, metals, fabrics, İş Bank Branch....products, metals, fabrics, İş Bank Branch....• BallsBalls• Presidency of the republic orchestra concertsPresidency of the republic orchestra concerts• Team of 285 peopleTeam of 285 people• Budget: 600.000 TLBudget: 600.000 TL

Disciplines of Direct Marketing

1. Database marketing2. Interactive marketing3. Direct marketing at Point of Purchase4. Direct marketing with events

What is database?

MÜŞTERİ ADI MÜŞTERİ KODU ŞUBESİ ŞUBE TEL

GİRESUNLULAR DERNEĞİ 1023840 KAĞITHANE 0212 295 13 50

EDDİNG KIRTASİYE 1004484 İSTİNYE 0212 229 49 20

NUTRİ FARMA 1000097 MASLAK 0212 286 09 18

E.P. CENTER 1023693 ORTAKLAR 0212 274 79 33

UTG GÜMRÜK MÜŞAVİRLİĞİ LTD.ŞTİ 1004708 MECİDİYEKÖY 0212 213 80 34

BM TEKNİK OFİS ÜRÜNLERİ VE PAZARLAMA 1004728 GÜLBAĞ 0212 212 41 19

ERLER OTO SER.SAN.TİC. 1005597 ESENTEPE 0212 356 70 37

ON ELEKTRİK 1023867 ŞİŞHANE 0212 250 78 37

SİSTEM PHÖNEMATİK 1023853 TERSANE 0212 253 76 98

GÜMÜŞEL 1023854 TERSANE 0212 253 76 98

KURTULUŞ BASIM YAYIN DAĞ.ASN.VE TİC. LTD.ŞTİ. 1019678 BEŞİKTAŞ 0212 258 39 10

BİÇİM MÜZİK 2022434 KOLEJ 0312 431 03 03

SELAMOĞLU NAKLİYAT 2004900 ÇAYYOLU 0312 235 60 94

S.S. TARİŞ PAMUK TARIM SATIŞ KOOP. 3009634 ALSANCAK 0232 421 37 34

AAFES 4016264 TOPTANCILAR 0322 346 44 36

Information on Database

Used to determine target audience

Sample data structure

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!

Telemarketing

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”

1. Outbound telemarketing2. Inbound telemarketing

(“telemedia”)– 800/444 numbers– 900 numbers

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

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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

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 OutdoorPrivate places

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. MerchandisingIn-store activities (tasting, trials, demonstrations, promotion campaigns, gifts, awards, lotteries)

On P-O-P ;

Marketing in the field;

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 brandIt is face to face communicationRoadshow 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

Irritation to

Consumers

Unfairness,Deception,

orFraud

Invasionof

Privacy and“Online Profiling”

Public Policy and Ethical Issues in Direct Marketing

Important points about Direct MarketingThe most important point of DM is to

reach target audience, therefore having a correct database is crucial in

DM.

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!