Direct marketing and exhibitions

Direct marketing definition

An interactive system of marketing which uses one or more

advertising media to effect a measurable response at
any location, forming a basis for creating and further
developing an ongoing relationship between an
organisation and its customers.
 Reasons for the growth in direct
marketing

Figure 18.1
 The range of direct marketing
techniques

Figure 18.2
 Direct marketing techniques
• Direct mail - material distributed via the postal service to
a recipient’s home or business to promote a
product/service.
• Direct response advertising - standard broadcast and
print media designed to generate a direct response, e.g
an order or personal visit.
• Telemarketing - a direct personal, verbal approach via
some kind of written or visual method.
• Mail order - the purchase of products featured in
advertising or selected from a catalogue.
• Teleshopping - home based shopping.
 Direct mail - the advantages

• Targeting - for example using the post code, targeted

campaigns can be developed using geographical /
demographical criteria.
• Personalisation - large numbers of personalised mailings
can be undertaken regularly.
• Response rates can be high.
• Flexibility of creative scope.
• Can hold attention of reader/recipient.
 Types of direct response advertising

• Freepost (coupon) and freephone.

• Pay post (coupon) and pay phone.
• Pay post (no coupon) and pay phone.
• Freepost and pay phone.
• Pay post (coupon) and freephone.
• Freephone only.
• Internet.
 Principles of direct response (McAlelvey 2001)
(1 of 2)
• The focus should always be on what sells.
• Not always necessary to reinvent the wheel when
designing campaigns.
• Make the ‘offer’ the central theme of the designing
campaign.
• Long copy can sell if the reader is engaged.
 Principles of direct response (McAlelvey 2001)
(2 of 2)
• Select creativity that sells, not that which just looks
good.
• Always test and measure response.
• Select and retain media not on their ratings, but on their
ability to sell for you.
• Always ask for the order or for further action.
 Applications of telemarketing
• Generate leads.
• Screen leads before follow up.
• Arrange opportunities for representatives.
• Direct sales.
• Encourage cross / up selling.
• Dealer support.
• Account servicing.
• Market research.
• Test marketing.
 Use of telemarketing

• New business and lead generation 28%

• Customer care 26%
• Customer service 26%
• Brand loyalty 14%
• Crisis management 6%

Source: Cobb 1998

 Do’s and don’ts of telemarketing - The do’s

Table 18.6
Source: Clarke (2001), reproduced from Marketing magazine with the permission of the copyright owner, Haymarket
Business Publications Limited.
 Do’s and don’ts of telemarketing - The don’ts

Table 18.6 cont.

Source: Clarke (2001), reproduced from Marketing magazine with the permission of the copyright owner, Haymarket
Business Publications Limited.
 Limitations of telemarketing

• Operational issues - requires systems that can cope with

volumes of inbound calls.
• Regulatory issues regarding for example unsolicited mail
and cold calling.
 Traditional strengths of mail order

Figure 18.3
 Weaknesses of traditional mail order catalogues

• Lack of speed.
• Downmarket image.
• Lack of targeting.
• Agency system.
 Overcoming the weaknesses

Figure 18.4
 Typical advantages of mail order over retail outlets

Table 18.7
 Objectives of direct marketing

• Direct ordering.
• Providing information.
• Visit generation.
• Trial generation.
 Managing a direct marketing campaign

Figure 18.5
 Database creation and management

Figure 18.7
 Benefits of trade shows & exhibitions
• Product launch and demonstration.
• Learning experience.
• Lead generation.
• Relationship building.
• Visitors’ sense of purpose and absorption in the
atmosphere.
• Brand building.
• Market presence.
• PR spin offs and corporate boost.
 Poor exhibition performance

Table 18.13
Source: Dudley (1990).