ch 17 Direct Marketing

Ch 17 Direct - media Direct Mail Target(list criteria Business Lists(Dun& Bradstreet Business Type Sales Volume Employee Size Pubic/Private

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Direct Marketing: Mail Direct Mail Group Exercise: 1. Pick a piece of Direct Mail and study it as a group 2. Choose one group member to come to the front of the class and discuss these Direct Mail elements: 1. Goal/Objectives 2. Target Market (List Criteria) 3. Angle/Offer/Reminder 4. Messaging 5. AIDA
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Chapter 17 Direct Marketing
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Direct Marketing Overview Define Benefits Types Direct Mail: Goals, Targeting, Messaging, ROI
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Direct Marketing Benefits Company Benefits Tool to build customer relationships Low-cost, efficient, fast alternative to reach markets Flexible Access to buyers not reachable through other channels Consumer Benefits Convenience Ready access to many products Access to comparative information about companies, products, and competitors Interactive and immediate
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Types of Direct Marketing
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Direct Marketing: Mail Direct-mail marketing involves an offer, announcement, reminder, or other item to a person at a particular address Personalized Easy-to-measure results Provides better results than mass
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Unformatted text preview: media Direct Mail: Target (list criteria) Business Lists (Dun & Bradstreet) Business Type Sales Volume Employee Size Pubic/Private Geography Revenue Job Title Department Consumer Lists Age Dwelling Type Estimated Current Home Value(ECHV) Estimated Income Gender Homeowner Status Length of Residence Marital Status Net Worth Model Person Type Purchase Amount Ranges Telephone Area Code Year Home Built Direct Mail: Offer/Angle Free gift New products New location Sale Promotion Reminder Events Direct Mail: Messaging A ttention) I nterest) D esire A ction) Direct Mail: AIDA Direct Mail: Budget/ROI Steps: 1. Cost (list, creative, production, postage) 2. Number of recipients (5000) 3. Response Rate (3%-10%) *student will choose 4. Conversion Rate (4%-10%) *student will choose 5. The average amount of sales per person who bought something based on the direct mail. ROI = [ ( 2 * 3 * 4 * 5 )-1 1 Direct Mail: Questions...
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This note was uploaded on 03/30/2012 for the course BUS M 540 taught by Professor Petermadsen during the Fall '10 term at BYU.

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Ch 17 Direct - media Direct Mail Target(list criteria Business Lists(Dun& Bradstreet Business Type Sales Volume Employee Size Pubic/Private

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