For Coffee Lovers

REPORT – DIRECT
MARKETING PLAN

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BSBMKG508 Plan direct marketing activities

Direct Marketing Plan

Contents
1. Purpose of the plan............................................................................................................................. 2
2. Direct Marketing objectives................................................................................................................ 2
3. Previous response analysis.................................................................................................................. 3
4. Direct marketing strategies and activities........................................................................................... 3
5. Budget................................................................................................................................................. 4
5.1 Budget - Direct marketing activities to support customer acquisition strategies.........................4
5.2 Budget - Direct marketing activities to support customer retention strategies...........................5
5.3 Budget - Direct marketing activities to support customer loyalty strategies................................5
5.4 Budget for direct marketing activity - Total.................................................................................5
6. Implementation................................................................................................................................... 6
7. Monitoring and Evaluation.................................................................................................................. 7

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BSBMKG508 Plan direct marketing activities

Direct Marketing Plan

1. Purpose of the plan

ZEEMH is a roasting coffee company with an ecommerce business model designed to

become the market leader in online retail of boutique coffee. Since the foundation, we have
been developed new ways to grow the business and aim company objectives. The Board of
directors has evaluated a series of reports about the past 2 years of operations of the
business. It was found that there is a worrying trends in inactive customer account and that
repeat business could be encouraged in a more effective manner.
The following Direct Marketing plan is addressed to the company CEO and founder. This
content direct marketing objectives, previous response analysis, direct marketing strategies
and activities based only on direct marketing, budget, implementation, monitoring and
evaluation.
Objectives are linked with ZEEMHS objectives, those are:
- Increase in brand awareness
- Increase of existing B2C customer base of 35% in 12 months
- Increase of existing B2B customer base of 20% in 12 months
- Decrease customer inactivity for B2C to 3% in 12 months.
- Develop and implement activities that significantly improve customer loyalty to the
brand and company
- Increase % of B2B customer shopping more than 5 times in one year to 15%.

2. Direct Marketing objectives

The direct marketing plan objectives aim to meet and support the business objective and
provide guidance for the direct marketing activities:
● Increase brand awareness by 10% in the next two years among B2B by reevaluating
terms of payments and strengthen the relationships between ZEEMH sale officers
and the business. And B2C customers by developing an effective e-commerce site.
● In the next year increase create and develop a human resource plan of scale training
and talent retention in order to make ZEEMH as an iconic speciality coffee brand.
● By the next five years create and develop partnerships to export coffee outside
Australia, increasing sales and brand awareness.
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BSBMKG508 Plan direct marketing activities

Direct Marketing Plan

3. Previous response analysis

Previous direct marketing activities have been ineffective as they have not been properly
planned. They include
Strategy What did not work What did work Corrective actions

Cold calls to B2B Targeting wrongly Only 0.2% increase Research target
potential clients (3 Language barrier market
months campaign Not well trained staff Staff trained well
outsourced to a
marketing company)
Coupons for B2C Not well promoted. Only 2 customers Offer a smaller
though groupon Not the best product ordered again product, ½ kilo
(1kg of free coffee) offered would be enough
for a limited time – Wrong channel At least 1 month to
one week used redeem the product
Short time.
Demonstration for It was a success. Right target. Only Being present in this
B2C at two food people interested in kind of event to
festivals to have the product. increase band
consumers try Right place, right awareness.
Zeemh coffee time
blends
A sales competition Few people joined 15% of the new Offer a better prize.
was launched via the competition, customers The enter
the Facebook page 150. Not reach purchased again. requirements should
of the company. The many new be less
website and customers,
Instagram were also 92%were existing
used. Prize: one customers.
week cruise for two Prize is not
appealing
Direct mail to B2B Most of the people Only 2 business Nowadays direct
potential client (300 consider mail as purchased coffee mail is not the best
potential customers junk mail. They did following the way to reach
were reached. The not even read them. campaign. audience.
mail contained These potential
promotional material costumer could be
reached face to
face.

4. Direct marketing strategies and activities

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BSBMKG508 Plan direct marketing activities

Direct Marketing Plan

The direct marketing strategies relate themselves and may be put them together in three
segments. Acquisition, retention and loyalty. Develop a calendar to participate in exhibitions,
conventions and workshops every 6 months to acquire clients. To retain and increase
existing B2B and B2C customer base, it will make stronger and better the customer service
relationships. Ultimately, an engagement plan will be developed to increase brand
awareness and customer loyalty.
Direct marketing activities:
● Exposition calendar will be developed every six months in order to research and take
part into the events. This enhance customer activity awareness and creates relation
with interested stakeholders and partners by the marketing department.
● By increasing employee training with cooperation within departments and
outsourcing experts in subjects such as: customer services and coffee knowledge.
The methodology of the program will be in charge of the the human resource
department and will be scalate knowledge from team leaders to assistants with HR
formats and procedures in one year.
● The engagement plan will give discounts for every purchased kilo of coffee and
frequency. In charge of the finance department.

5. Budget

5.1 Budget - Direct marketing activities to support customer acquisition

strategies

Direct Marketing
Activity:
Cost Item Total Cost/Item
Event participation:

Coupons for event

assistants with
3x100 300
discount in the first
online purchase.
Free taste of the
most popular coffee 2x100 200
blends
Direct Marketing
Activity:
Cost Item Total Cost/Item
Instagram account

Development of
partnerships with
500 500
instagram influencers
(luxury lifestyle).
Instagram calendar
Free 0
(weekly).
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BSBMKG508 Plan direct marketing activities

Direct Marketing Plan

Direct Marketing
Activity:
Cost Item Total Cost/Item
Event participation:

Approach to new
markets in VIC
500 500
(phone calls and
trade appointments)
Total: 1500

5.2 Budget - Direct marketing activities to support customer retention

strategies

Direct Marketing Cost Item Total Cost/Item

Activity:
Rewarding

Discounting 20% per unit 1000

Referral program 20 aud per person Until 1000
Direct Marketing
Activity:
Exceptional customer Cost Item Total Cost/Item
service

Feedbacks 1 100
Complaints 
1 100
Opportunities
Total: 2200

5.3 Budget - Direct marketing activities to support customer loyalty strategies

Direct Marketing Cost Item Total Cost/Item

Activity:
Coffee Club

Client list
100 100
development.
To establish the
communication 100 100
channel.
Rewards to be chosen. 1000 5000
Total: 5200

5.4 Budget for direct marketing activity - Total
Direct Marketing Budget
6. Implementation
Key implementation activity
Event schedule planning
Event schedule pass on
information two other
departments
Training plan development
Selection of trainers
Training plan action
Discount program
development
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BSBMKG508 Plan direct marketing activities
Direct Marketing Plan
Total: 8900
Responsibility/Accountability Timeline
Marketing department: One week
● Content writer.
● Graphic designer and web
developer.
Marketing officer.
Marketing department: Two weeks
Marketing manager
Customer relation department: Two week
● Customer relations team leader
Marketing department:
● Sales officer
Human resource department:
HR assistant
Board directors: One month
● CEO
Human resources department:
● HR executive officer
Marketing department:
● Marketing and sales manager
Customer relation department:
● Customer relation manager
Production department:
Coffee roaster specialists
Manager and team leaders of each One year
department, and selected trainers.
Marketing department: One month
● Marketing manager.
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BSBMKG508 Plan direct marketing activities

Direct Marketing Plan

Production department:
● Logistic assistant
Finance department:
● Finance manager

Discount program take into Marketing department: Two years

action ● Marketing officer.
● Sales officer.
Customer relations:
Customer relations officer.

7. Monitoring and Evaluation

We are going to use different measurement methods depending on the type of strategy.
For de acquisition strategy, we will monitor the first activity by counting coupons redeemed.
Return on Investment: We measure the amount spent on each campaign, versus the amount
of sales each campaign brought in specifically. Sales Numbers, reading the numbers can be
the fastest and most basic way to determine whether your plan is working.
Customer Response. Surveys online and in person, general customer service feedback and
online commentary can all reveal what the customers think.
Research to assess before and after awareness levels with customers and the media. Media
coverage compared to the competition. The number of followers and their levels of influence
on social media sites. Budgetary control. Timescales – ensuring activities are completed on
time. Number of enquiries. Increase of visitors to the website and the levels of interaction
users have with the website. Increase in sales
The loyalty of our customers can be measured by the Coffee Club. The number of member
and participation in events, it would indicate how is the loyalty strategy going on.
Instagram progress is measure by the number of followers. We can measure the number
before and after the beginning of the activity.
Referral program usually works very well as a retention activity and this strategy can be
either for retention, acquisition and loyalty. Bring new customers, keep old customers and
can make them loyal.
The responsible for Monitoring and evaluation would be the marketing department,
specifically by the marketing officer.
The reports will be writer by the content writer supported by the marketing officer and all the
department. This will be addressed directly to the CEO and expose in the monthly board
meeting.
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BSBMKG508 Plan direct marketing activities

Direct Marketing Plan