Direct response print
Consumers: pay money to receive them, generate mass
Business-sent based on industry, companies sell your personal information to make
Only select people receive
Need to determine whether appropriate
Chapter 4 The offer
Direct Marketing Offer
Get an email, identify all parts of it, rational, emotional, moral, come up with a change,
identify multiple ways they use price
Prices, unit of sale aspect, future obligation
Consumer and behavior lists
What is a list?
Record of information
Includes people, businesses, groups, associations
Can be mail, phone, email
Rented, not purchased
Direct marketing: advertising that allows businesses and nonprofits organizations to
communicate straight to the customer
Characteristics of Direct marketing
Customer/prospect databases that make 1:1 targeting possible and reduces
Chapter 5 Planning and Creating Compelling Message Strategies
Understand the process of planning and creating compelling copy
Understand the roles of creative research and message objectives when designing
promotional campaign material
Creating and managing catalogs
Importance in multi-channel
Shelf-life and pass along
Catalog shopping is convenient
Can reach a targeted audience
Can be used to drive web and store
Chapter 10 conducting research and utilizing tests to measure performance
Typical DM problem areas
Who to target?
How much advertising is needed?
How will the direct marketing mix be selected?
How will our resources be utilized?
Type of research
How can it be used?
How should it be?
In-house opt in
Rent opt in
Growing your email list organically?
Online and in-store?
Why should they sign up?
Why do you sign up?
Email key trends
DRTV, DR Radio, Telemarketing
Purpose to DRTV
Make a sale
Support other media
Length varies based on use
Short form30, 60, 120 seconds
Long forminfomercials30 minutes
Home shopping channels
Involvement and responsiveness
Business, strategic and direct marketing planning
Marketing success depends on
Having more knowledge about your customers and prospects than your competition
Having a well thought out, actionable plan
Executing the plan
Begin with 3 key questions