Direct marketing – how to drive direct sales for your product
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Transcript of Direct marketing – how to drive direct sales for your product
Direct Marketing –
How to drive direct sales for your product
Direct Marketing – Why digital customers love being “direct”?
Customers love
“Self-expression
s”
Personalization
Smartphone app downloads
Social media chats Brand interactions
Brand relationships
Online Forums
The consumer decides the ifs, when, where and how to reach marketers & chooses where & how the interaction will take place with brands
Because, today’s customers’ love to control digital relationships via direct interactions…
Direct Marketing – How can brands make consumers fall in love?
Empathy
Serve
Respect
Brand loyalty
Feel special
Customer
serviceLove
How can brands make consumers fall in love – via direct digital tools!
DirectDigitalBrand loyalty
Direct marketing approaches are more recharged and refined today to ease communication…
Direct Marketing
Direct Advertisi
ngDirect Selling
Telemarketing
Email Marketin
g
Couponing
Direct mail
Broadcast/
Faxing
• Personal interactions with clients
• Personal sale• Catalogue marketing • TV marketing (Infomercials) • Door-to-door marketing • Web marketing (fill-the-order
form)• Magazine ads• Mobile marketing • Word-of-mouth marketing • Referrals• Face-to-face marketing • Flyers/leaflets
How direct digital tools makes marketing effective?
• A postcard or envelope mailers account does not call for a specific response & accounts for only 30% of your campaign success
• Indirect customer channels waits for the customer to get into the buying mood
• Intermediaries or middlemen are the channels of contacts wherein the direct/genuine contacts are lost
• Indirect marketing lacks the original source as it focusses on channels; hence, it comes with the goal of brand recognition only
Indirect marketing focusses on brand
recognition
Direct marketing compels action
• Memorable ads, messages such as “call-to-action, “click this link to unsubscribe” or a direct offer feeds your mind with a responsive action that accounts for 80% of campaign success
• Direct marketing campaigns sets realistic sales goals and drives actions to improve sales
• Direct-to-consumer channels are one-to-one persuasion that influences sales with genuine contacts
• Direct marketing has one goal: convert prospects to customers
How direct digital tools has improvised the customer journey?
92% of young
shoppers prefer direct
mail for making
purchase decisions 39% of
customers try a new business
for the first time because of direct mail advertising
57% of mail volume is attributed to direct mail
pieces
Direct Marketing – 40:40:20 rule of improvising the customer journey
Let’s look at the tried-and-tested method of developing direct marketing campaign
Direct Marketing – 40:40:20 rule of improvising the customer journey
40% success of campaign depends
on contact list selection
40% on deal offer
20% attributed to creative execution
It is not about the right list, it is about the right audience profile that matches your core business objectives. This will further determine that the right relevant message is sent to the right target audiences at the right time.
Giving your customers a reason to buy by letting out a hot offer is an exciting way to entice themto make a sale. A great rebate, discount or bonus on limited timings can boost higher and fastersales conversions.This includes- message, design, delivery medium, perfect timing. 20% success of your messagedepends on the persuasive power to grab customer's attention within a short time span. To make it count, craft concise and clear message so that it is rightly perceived.
Direct Marketing Example – Enriching the specific customer journey!
Bonobos, the online retailer of
men’s apparel ran a small test on print
marketing (catalogues) that grabbed customer
attention via just one image or text liner
about the brand. This ferret the best niche customer resulting 20% of first-time customers placing
their orders via catalogues spending 1.5X of expenses!!
Direct Marketing – Types/tools
Direct Mail
Make a great offer
Use a simple URL
Try personalized
copy (teasers,
headlines, subheads, and body copy to attract
attention)
Set a clear call-to-action
Set a deadline to create a sense of urgency
Try various formats
(post cards, self-mailers,
flyers, envelope
packages)Build a special
landing pageCapture contact information (ask personal info.)
How do you drive Web traffic with direct mail?
Direct Marketing – Types/tools
Telemarketing
Telemarketing is calling potential clients and customers over the phone directly and selling them directly. This is more of a one-on-one relationship with customers to cross-sell products and services.
Email Marketing
A professionally designed email campaign is a measurable way to reach niche customers and potential clients. As all buyers are not same, so not are marketing messages. This requires tailoring messages to create customized campaigns that match with the right customer type to drive sales
SMS (Text) Marketing
Short Message Service or (SMS) is a great way to convey instant message at a very low cost. It is highly effective marketing that works great for instant message opening just within 2 minutes of being received.
Direct Marketing – Types/tools
Handout/Leaflet
marketing
One of the simplest yet proven ways of marketing is through leaflets and handouts. A well-designed leaflet or handout crafted with the right message is the most attention grabbing for customers. Leaflets are usually letterbox drops, mostly door-to-door service and have the potential to reach customers in the most inexpensive way.
Exemplary Customer Service
Marketing
Twitter powered experience: Recently a Drinks manufacture, had users to send a tweet to the brand account with a hash tag. The Twitter powered vending machine would dispense a free sample of drink. Consumers were delighted with the installation which quickly went viral with thousands of people experiencing it.
Social mediaThink about social media is not in terms of the different technologies and tools but, rather, how those technologies and toolsallow you to communicate directly with your buyers in places they are congregating right now.
Direct Marketing – Types/tools
Social broadcasting
How to drive direct sales for your product/service using social media?
Your consumers are online to satisfy their craving for information. Develop a social presence to ignite engaging conversations through your broadcasts.
Social listening
Social media is awash with purchase related data (both pre-purchase and post-purchase) shared every hour on the hour. Monitor and proactively capitalize on those opportunities.
Direct digital strategy- How to develop one comprehensive interactive marketing strategy?
Use email-marketing newsletters to announce new LinkedIn, Facebook, or Twitter feeds, directing readers to social-networking websites for signup
Use Twitter to link followers to your latest blog post or email newsletter online to get them interested and to re-tweet it
Use your email-marketing newsletter to list all company social-networking profiles of your company , and use those profiles to gather email-newsletter signups
Invite customers to participate in YouTube viral-marketing video contests that show real consumers using and enjoying your products
Read and respond to comments within social networks, developing newsletter or blogarticles around topics readers discuss the most
If you want to learn more about Direct Marketing …
And that’s not all!
Read from my book, “The New Frontiers of Marketing” to know the right tactics of Direct Marketing, all power-packed in this whole book! Explore a little more.