Direct Marketing
Li: 2009-11-18
Contents
Chapter 31
Chapter 42
The process of integrated marketing
communications
Chapter 3
LEARNING OBJECTIVES
This chapter gives an overview of how the integrated marketing communications function relates to an organisation’s marketing program.
What is the 4Ps?
ProductPricePlacePromotion
Integrated marketing communicationsDefinition: IMC is a communications process that
entails the planning, creation, integration, and implementation of diverse forms of marketing communications.
The integrated marketing communications function
The integrated marketing communications function
The marketing strategy
ProductFeatures, brand, packaging, sizes, services, quality, features, warranties and the like
ProductFeatures, brand, packaging, sizes, services, quality, features, warranties and the like
PriceAdvertised price, any discounts, credit terms, time payment and buying allowances
PriceAdvertised price, any discounts, credit terms, time payment and buying allowances
PlaceDistribution channels, locations, stock, market coverage and transportation
PlaceDistribution channels, locations, stock, market coverage and transportation
Personal sellingThe activity of informing and persuading a market in a person to person basis of a carefully tailored message for that particular person about a product, service or idea
Personal sellingThe activity of informing and persuading a market in a person to person basis of a carefully tailored message for that particular person about a product, service or idea
Integrated
Marketing
Communications
Promote
These 4Ps
Integrated
Marketing
Communications
Promote
These 4Ps
Integrated marketing communications Four base elements:
Advertising: The activities involved in presenting a paid, sponsor identified, non personal message about an organisation and/or its products, services or ideas, through any media.
Sales promotion: Activities that, through the use of incentives or call to action prompts, increase the rate of sales. These may include point of purchase displays, exhibitions, trial use, samples, discounts and premiums among many options.
Public relations/publicity: A planned effort by an organisation to positively influence any groups that may have an effect in the outcomes of the organisation. Often this includes seeking publicity. This is non paid communications to appropriate publics, which may benefit the organisation being publicised.
Direct marketing communications: An interactive system of marketing communications that uses one or more advertising media to effect a measurable response and/or transaction at any location.
The integrated marketing communications function
Advantages and disadvantages of promotional elements
The integrated marketing communications function
Advantages
AdvertisingLow cost per person reachedAbility to intrudeAbility to create images
Disadvantages Almost never closes a saleEasy to tune outOften ignoredDifficult to measure effect
Sales promotion
Can offer incentive and/or call to actionProvides immediate feedbackCost effective with little wastage
Mostly short term
May diminish product or brand values
Publicity Low cost Potentially great impactCredible
Lack of controlEditorial integrity may sometimes be questioned
Direct marketing
Measurable Builds strong relationshipsCost effectiveDiscreetSelectiveSpecific targeting
High cost per prospect
Takes time to build consumer franchises
Role of communications in direct marketing programs
Effective communicationFor communication to be successful thecommunicator must know:The target audience Their objectives
To achieve this end the messages must:Compatible frames of reference EffectsFriendly media
Role of communications in direct marketing programs
Communication falloutConsider these points:• People learn
--- 1 per cent through taste
--- 1.5 per cent through touch
--- 3.5 per cent through smell
--- 11 per cent through hearing
--- 83 per cent through sight
• People remember
--- 10 per cent of what they read
--- 20 per cent of what they hear
--- 30 per cent of what they see
--- 50 per cent of what they see and hear
--- 80 per cent of what they say
--- 90 per cent of what they say and do.
Good, clear communication is, therefore, vital at all points in the direct marketing cycle.
Communications objectives and their desired effects
The five communications effects definedCommunication effect Definition
Category needA buyer’s acceptance that the category (a product or service) is necessary to remove or satisfy a perceived discrepancy between the current motivational state and the desired motivational state
Brand awarenessA buyer’s ability to identify (recognize or recall) the brand, within the category, in sufficient detail to make a purchase
Brand attitude
A buyer’s evaluation of the brand with respect to its perceived ability to meet a currently relevant motivation (this evaluation is based on brand benefit beliefs and the motivation-related emotional weights of the benefits and of possible freestanding emotions)
Brand purchase intentionA buyer’s self-instruction to purchase the brand or take purchase related action (this could be a decision to buy next time the buyer is shopping for that product category, or simply to make a request for more information)
Purchase facilitation A buyer’s assurance that other marketing factors (the 4Ps) will not hinder purchase or purchase-related action
Communications objectives and their desired effects
Why establish objectives?The characteristics of good communicationObjectives are that they should: Reflect the corporate and marketing objectives Be based on an understanding of audience needs
and their likely response to varying types of communication
Be specific to the desired effect from the promotional activity
Be measurable Be achievable Have realistic time frames.
Communications objectives and their desired effects
The importance of setting specific objectives(The hierarchy)
Mission statementMission statement
Corporate objectivesCorporate objectives
Marketing objectivesMarketing objectives
Communications objectivesCommunications objectives
Advertising objectives
Advertising objectives
Sales promotionobjectives
Sales promotionobjectives
Personalselling
objectives
Personalselling
objectives
Directmarketing
communicationobjectives
Directmarketing
communicationobjectives
Publicityand publicrelations
objectives
Publicityand publicrelations
objectives
DAGMARVaughan’s hierarchy of communications process
Adoption
Trial
Legitimacy
Attitude
Comprehension
Awareness
Vaughan’s hierarchy of communications process
Marketing objectives versus communications objectives
Marketing objectivesSpecific outcomes:•Sales volume
•Market share
•Profits
•Return on investment (ROI)
Communication objectivesDerived from marketing objectives:•Create a need for the product or service category within an audience
•Create an awareness of a brand within the minds of an audience
•Improve the image of a brand within the minds of an aware target audience
•Stimulate desired action from a target audience
•Assure the target audience that all marketing factors such as availability,
price, warranty etc are desirable, in place and in every way an aid to purchase.
Market segmentation and its use in a promotional program
Market segmentation Market segmentation is creating homogeneous groups of
prospects, from a heterogeneous whole market, using specific variables.
Key requirements for a segmented market Measurable, accessible, responsive and substantial
Selection of a target market It is critical that the marketer knows whether their target
market is for users or non users of the product (service) category.
It is important when selecting the target audience that the marketer considers the potential leverage of the proposed communications campaign.
Market segmentation and its use in a promotional program
Common consumer segmentation variables
Demographic
Psychographic
Geographic
Behaviouristic
Common organisational segmentation variables
Geographic
Customer type
Age, gender, income, occupation, education etc
Healthy lifestyle, outgoing personality etc
Residential location or place of work region
Behaviour of target market towards the brand or organisation Buying history, such as recency of purchase, frequency of purchase and even monetary amount of average purchase in the past
Some business types are geographically concentrated
Size, type of industry, organisational structure and purchasing methods
Creative strategy in database marketing Positioning What the product is What the brand is and why they should choose this
particular brand Who it is for What needs it will fulfil for them What it is the marketer wishes the member to do about it.
Creative strategy What is said How it is said
Specific advantages in database marketing One of the major advantages of database marketing is the
security it provides for integrated marketing communications programs.
Specific advantages in database marketing
Action triggers teenage fashion cricket fans gardeners
Brand attitude strategies Type of decision : high vs. low involvement
Type of motivation: informational vs. transformational
Brand attitude strategy simplified new category user
brand loyal brand switcher
Brand attitude strategies
Choice of media
Telephone Newspapers and magazines Broadcast media: television/radio Direct mail Web page Outdoor media: billboards, transit
signs, neon On-packet couponing or messages
Sales promotion methods
Types of sales promotion activities
Contest/sweepstakes (usage)
Samples (trial)
Coupons (trial and usage)
Premiums (usage)
Refunds/rebates (trial and usage)
Consumer-oriented promotions
Bonus packs (usage)
Price-offs (trial and usage)
Event sponsorship (usage)
Trade-oriented promotionsTrade allowances (trial and usage)
Point of purchase displays (usage)
Contest and dealer incentives (usage)
Training programs (usage)
Trade shows (trial and usage)
Cooperative advertising (usage)
Summary
From this chapter, we learn to use integrated marketing communications functions to an organization involved in the marketing plan. Marketing objectives and communication goals difference. However, in the development of specific goals, needs careful consideration, it is very important for the company.
chapter 4
Copy writing and writing the direct mail package
Learning objectives
This chapter examines the main issues that are considered by direct marketers when creating copy for advertising and direct mail packages for a variety of purposes and target markets.
Introduction
This chapter reviews and considers copy writing and its importance in the communication cycle.
Copy is the written or spoken word in communications.
Direct mail offers a choice of formats that is quite extensive, it allows considerably more space and an opportunity to tell a complete story.
The communication process
Communication is the verbal and/or non verbal transmission of information between a sender and a receiver.
Basically this process requires only four elements: a message a source of the message a communication channel a receiver
The communication process
SourceSourceMessage
transmissionMessage
transmission ReceiverReceiverMessageencoded
Messagedecoded
Factor affecting communication
CommunicatorBelievability
•Authoritative•Trustworthy•Likeable•Fits preconceptions
Message•Pleasant versus unpleasant•Order of points•Does it present only positive or some negatives as well?•Conclusions drawn or left to audience
Channel
Personal•Advocate or salesperson•Expert•Social
Non personalMass versus selective mediaEncounter in store or event
AudienceSize of group•Individual•Small group•Selected target segment•General publicInvolvement level•Ready to buy•Evaluating • alternative•Aware of need•Not aware of • need
The copy platform
What is a copy platform?The copy platform is the basic message the marketer wishes to get across. It is the base of the creative execution.
Creative executionThe best way to get the message across to the target group
The copy platform
TABLE 4.1 Creative execution is based on the copy platform
Copy platform Execution
A basic message:You’ll save money
Some possible approaches:Here is a yacht you’ll be able to buy with the money you’ll saveA picture of a pile of moneyA cartoon miser counting the money savedA business person pointing out the savings
Must be done by the direct marketer
Professional copywriter comes up with a number of alternatives from which the direct marketer can choose
Creative execution is based on the copy platform
The copy platform
There are seven magic questions that can be used to analyze any market and offer guidance to the copy writer.
The copy platform: seven magic questions
1. Why do customers buy? To satisfy a basic need To receive a benefit To solve a problem
2. What do customers buy? What other brands or types they buy? Do customers buy large or small
quantities? Is the product bought and used with other
products or services? Are brands important to customers?
The copy platform: seven magic questions
3. Where do customers buy? From a specialty shop From a large self-service retailer From interstate or overseas supplier
4. When do customers buy? When the old one runs out When need arises At a particular time of the year/week/day
The copy platform: seven magic questions
5. How do customers buy? Straight re-buy-buy the same product deal as
before Modified re-buy-check new aspects of product
and/or deal New task-need to gather as much information as
possible to make an important decision Preferred method of ordering
6. Who buy? Demographic, psychographic and geo-demographic
profile of the target market Who are the influencers? Sources of product information Media usage patterns
The copy platform: seven magic questions
7. How much is the customer willing to pay? Price level Credit terms Preferred payment method Discounts and deals Refund, return and guarantee policy
The copy platform
The copywriter face two situations
Where there is something important to say
Where there is nothing important to say
The copy platform
Where there is something important to say A unique selling proposition (USP). The perfect USP is one that is:
• Important --- will really make a difference to a customer
• Unique --- not known to be available elsewhere
• Believable --- must be probable to customers.
The copy platform
Where there is nothing important to say
Sometime you have no USP or major benefit to talk.
Example
The rules for success
KISS principle--keep it simple stupid Use a single simple message per idea
per advertisement.Be pre-emptive
Make your statements such that the competition cannot counter attack.
How to write effective copy
Think about who you’re writing to – talk to them at their level
Keep your sentences brief Remember your basic typography rules Have a beginning, a middle and an end to your copy Remember what a headline does Always get someone else to read your copy If you are using a word processor’s spell check facility Fonts and type styles can also convey a message as
much as your words or graphics Consider using drop caps and other embellishments to
break up your copy Remember the basics of effective communication
Verbosity is a sinTABLE 4.3 some commonly used unnecessary wordage
Lengthy phrases Preferred alternatives
In a number of casesAt all timesAt this point in timeon the basis ofIn a satisfactory mannerIn order that Not in a position to In the near futureWe are of the opinionIn the normal course of our procedureWith the exception ofIt is obvious that
Some/sometimeAlwaysNowDue toSatisfactorilySo CannotSoonWe believeNormallyExcept forobviously
The direct mail package
The direct mail package
The basic mail package consists of: An outer envelope A personalized cover letter A brochure The response device (postcard or coupon)
An outer envelope often custom designed to arouse interest or curiosity. You want prospects to take it in to the house and read it-not throw it in the bin.A personalized cover letter which is tailored to sell to the particular type of person you have targeted. You might use the same brochure with a different cover letter for parents of school children and librarians.A brochure that outlines the main features of the product. This can be very elaborate with pictures, diagrams, testimonials, etc.The response device could be a postcard or coupon with a FREEPOST box address on it. Make it easy for prospects to reply by ticking a box or whatever. These days you can get more responses if you offer a variety of ways for them to respond like a FREECALL 1800 number.
The direct mail package
The direct mail package
Brochure1
Response device2
letter3
The envelope4
The direct mail package
AIDCA1
PPPP2
SAR-CHAIN-HOOK3
PAPA4
Formulas for drafting copy
Action
AttentionInterest
Desire
Conviction
AIDCA
back
Formulas for drafting copy
PicturePromise
Prove
Push
PPPP
back
STAR-CHAIN-HOOK
SECOND
THIRD
FIRST
GET THE READER’S ATTENTION.
FOLLOW QUICKLY WITH A FLOW OF FACTS, REASONS, BENEFITS
SUGGEST ACTION AND MAKE IT AS EASY AS POSSIBLE.
back
PAPA
PROMISEPROMISE
AMPLIFYAMPLIFY
PROOFPROOF
ACTIONACTION
back
Mix photography with illustrations when you are selling technical products.
Use chart, diagrams and illustrations to convey key messages about your product or service.
Sometimes your word is just not good enough.
The brochure enhance the letter
1 2 3
Start your body copy with a drop capital.
The copy must tell the product story in a logical step-by-step sequence.
Always offer a money back guarantee.
The brochure enhance the letter
4 5 6
Use every technique to retain the reader’s interest and stimulate response
Ten key words Free New You Now Win Easy Introducing Today Save guarantee
The letter 7 steps
Promise a benefit in your headline or first paragraph, your most important benefit
Immediately enlarge on your most important benefit
Tell the reader specifically what they are going to get
Back up your statements with proof and endorsements
Tell the reader what will be lost by not acting
Re-phrase your prominent benefit in the closing offer
Incite action now
The rules of letter writing
Avoid semicolonsKeep the copy in the active tenseGenerally avoid humor or being too
cute.Avoid too much involvement such as
puzzles or riddles.Start with a strong opening headline
and lead paragraph.Appeal to the emotions and self-
interest.
The rules of letter writing
Describe products or services adequately. State the price and offer on all package
elements unless they are being tested. If available, include testimonials. Specific are always more effective than
generalities. Follow the rule of three Odd numbers are more effective than even
numbers. Always seek a rhythm in copy Whenever someone has to re-read a sentence or
ask for clarification, change the copy
The rules of letter writing
Tailor imagery and vocabulary to the market and the product.
Use headlines, subheads, boxes, even photographs.
Underlines, indents and a second color in the letter should be used for pacing and to make all the key points stand out clearly to the prospect who only skims.
The rules of letter writing
Never ask a reader a question in a key headline or on the outer envelope that can be answered.
The letters in a package should be personal and look like letters.
The first paragraph of a letter should be no more than one or two lines.
At least the first page of the letter should break to the next page in midsentence.
The rules of letter writing
Mention the product on page one of the letter.
Present an iron clad and absolute guarantee of satisfaction.
In concluding the letter, return to the theme that began it.
Ask the prospect for an order.A postscript (PS) to reinforce.
Application snapshot
Your first existing customer is your best prospect.
Businesses don’t write letter—people do.
When writing your letter don’t stop with the first version.
Have the signature on your letter printed in blue.
In summary, the letter should be the hero in your direct mail package.
Application snapshot
End with a reason to act now.The closing paragraphs of the sales
letter should be devoted to a call for action.
Readers must be told exactly what you want them to do and how to do it.
The ps at the end of the letter is also very important.
Never write a letter without including a PS.
The envelope
The most prestigious envelope is a C4 window face envelope.
Avoid trying to trick your audience with statements like" urgent, important, personal or confidential” when it is not.
Brand awareness
back
Back
Top Related