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BA 230 Direct Marketing. Above the Line – Below the Line – Through the Line. Below the Line. Above the Line. Works to promote product/service directly to individuals. G ives the marketer the ability to tailor their messaging in a more personal manner to the audience. Highly measurable
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Above the Line – Below the Line – Through the Line Below the Line Above the Line • Works 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 • Works to promote product/service to masses with mass media channels • Effective in mass communication • Use media that are broadcast and published to mass audiences • Difficult to measure well • Impersonal to customers • The effect on sales is observed in a long time. Through the Line • Both above and below the line communications • Allows brands to engage with a customer at multiple points • Enables an integrated communications approach where consistent messaging across multiple media create a customer perception
Marketing Communications Mix Other • Guerilla • Event • WOM • … Advertising • Print • Broadcast • Out-of-home • Point-of-Purchase materials • Web • Alternative Media Advertising Public Relations Other • Press Kits • Social responsibility • Sponsorships • Press activities • Community activities Direct Marketing Public Relations Direct Marketing Personal Selling Sales promotion • Direct Mailing • E-mail • Internet • Telemarketing • Mobile • POP • Catalogue, Brochure, CD • Direct TV Sales promotion • Contests, lotteries, games • Samples • Fairs and exhibitions • Promotions • Coupons • Money-off • Buy one get one free Personal Selling • Personal selling presentations • Personal selling meetings • Incentives • Samples • Fairs
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. .
1 2 Communicate through different media Know your customer 3 4 Measurement and evaluation of results Right offer Direct Marketing Process • DM aims to reach consumers with customized messages to sell products/services. • Uses communication channels other than mass media. • Measurable • Interactive
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 • Aim • To mention new Turkish Republic to European countries • To introduce modernized identity of Turks • Mechanism • Exhibiton on the ship named Karadeniz from Karaköy to Leningrad • Product sales:Tekel products, Kütahya ceramic tiles, carpets, Hacıbekir Turkish delights.... • Exhibition: Seeds of cereals, medicine, wooden and leather products, metals, fabrics, İş Bank Branch.... • Balls • Presidency of the republic orchestra concerts • Team of 285 people • Budget: 600.000 TL
Disciplines of Direct Marketing • Database marketing • Interactive marketing • Direct marketing at Point of Purchase • Direct marketing with events
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?
Telemarketing • Outbound telemarketing • Inbound telemarketing(“telemedia”) • 800/444 numbers • 900 numbers 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”
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 http://airfryer.pclubturkiye.com/patatesinyuzuartikgulsun.aspx?hediye=5
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 Marketing in the field; • 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 • Outdoor • Private places On P-O-P ; • 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. • Merchandising • In-store activities (tasting, trials, demonstrations, promotion campaigns, gifts, awards, lotteries)
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 brand • It is face to face communication • Roadshow • 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
Public Policy and Ethical Issues in Direct Marketing Irritation to Consumers Unfairness, Deception, or Fraud Invasion of Privacy and “Online Profiling”
Important points about Direct Marketing The 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.
AftertheOrder • 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!
