Direct marketing is one of the forms of communications which seeks to; forms databases about clients; influences separate layers of consumers; gives the chance to learn and analyze the reaction of the consumers to various offers.

1. TOOLS OF DIRECT MARKETING
Ehtisham Habib
Riphah Intl., 22038

2. DEFINITION
Direct marketing is one of the forms of communications which
seeks to; forms databases about clients; influences separate layers of
consumers; gives the chance to learn and analyze the reaction of the
consumers to various offers.

3. DIRECT MARKETING:
WHY AND WHEN?
• For Market Selectivity and Targeting
• When the product is not readily available in the marketplace
• When there are problems of availability, cost, and services of
middlemen
• When a high degree of control over marketing is desired

4. THE DIRECT MARKETING
PROCESS
• Developing, maintaining, and managing customer databases
• Developing an interactive marketing system
• Measuring results

5. TOOLS
• Personal relations with clients
• Public statements
• Use of recommendations
• Personal sale
• Catalog marketing
• Door to door contacts

6. PERSONAL SALE
A few types of personal sales: trade agents, seminars,
exhibitions, consultants.

7. CATALOG MARKETING
Catalog Marketing is a method of direct contact with buyers
with use of catalogs of the goods dispatched to clients by mail, or
on sale and being distributed in shops. Catalogs can extend at
offices and at exhibitions. It can also be ordered in internet.

8. The 1-2-3s of direct marketing
Direct marketing can be a huge asset to any organization. It can be sent to
a carefully selected audience. You have total control over the message
and the delivery. The best way to do that is to pay attention to three basic
components of your campaign:
1. The List
2. The Offer
3. The Creative

9. The List
The list alone is responsible for 60% of your campaign’s success or
failure. You may have a compelling offer and great creative, but if it’s
going to the wrong people, you’re wasting your time and money. If you
operate a business in Islamabad, but are sending direct mail to people in
Quetta, it’s fairly certain that you won’t see a big response.

10. The Offer
Once you have your list, you need to come up with your offer. This
accounts for 30% of your campaign’s results.
Sell the offer, not the product.
The offer is what the recipient gets for responding.
Price can be the offer if it’s a bargain.
Offers such as “50% off” or “Buy one get one free” are compelling
reasons to respond.

11. The Creative
The final part of a direct marketing campaign is the creative.
The look of offer is responsible for 10% of the campaign’s pull.

12. The Creative

13. The Creative

14. GOOGLE’S DIRECT
MARKETING
PUSHES TO USE
Limited time offers and limited quantity offers are often superior waysto
generate aresponse,and the costfor the discountis
often muchlower.

15. THANK YOU
FOR YOUR ATTENTION!