direct marketing 6

• media 


  is not an easy subject to make interesting – indeed it is not even easy to make comprehensible. But it is very important, since, after the product and its positioning, reaching people through the right media at the right time isthe prime determinant of success
• the three ‘Graces’ of direct marketing.

  1. speak to individuals rather than masses
  2. you test to discover what works and what doesn’t and adapt accordingly
  3. you think in terms of a continuing series of communications
• mailing list


  be it a rented one, for instance, or a selection of names from a particular database
• mailing list


  is the medium you will rely on most.
• mailing list


  Other media, which you would scarcely mention in general advertising, are very important, too. Door-to-door drops, takeones and inserts are typical examples.
• Television


  in many countries the number one general advertising medium,
• television


  is usually a secondary medium for the direct marketer – though its use is growing fast
• posters


  a major medium for general advertisers almost everywhere in the world
• posters


  are of relatively little interest to us
• personal selling


  as a medium, it is certainly the most expensive.
• telephone


  the most expensive ‘advertising’ medium at our disposal, is the one which has the most impact next to personal selling
• direct mail


  not as expensive as the telephone, but still a potent communication because it reaches individuals and can, of course, be personalized and tailored to fit the information obtained from your database or rented list.
• the size of the ad


  (the smaller it is, the more often you may repeat);
• the interest of the product


  (the greater the human appeal, the more frequently it will run)
• the circulation of the medium


  (the larger the circulation, the more often youmay repeat).
• direct mail


  is particularly useful for testing, and for building the long-term relationship with your customers as individuals which you are aiming for.
• direct mail


  you can reach two or even three people for exchange of money. But they will, if you plan properly, be the right people.
• selectivity


  You can target with great precision, using the information available to you from your database or what you know about the list you have rented, and you can use personalized printing techniques to add impact.
• flexibility


  You can, of course, choose when you mail, but more importantly, you can control what goes out. It is not a medium with only two dimensions like the press. You are not restricted to a limited space, or time as on TV or radio.
• door to door drops


  it is less selective, since the logistics of delivering to a particular list
• door to door drops


  this medium is suitable if you are in a door-to-door selling business: double-glazing, swimming-pool installations, home improvements, for instance
• The Seven Traditional Media

  1. direct mail
  2. door to door drops
  3. newspaper
  4. magazines
  5. broadcast media
  6. telephone
  7. posters
• UK and Japan – both small countries – newspaper readership is very high
• radio is a highly developed medium in the United States and Australia.
• he perfect outdoor poster has about five words on it, plus the brand name
• Successful Media Selection

  1. Don’t be a pioneer
  2. Rule of three
  3. Where you will do best
• volume discount


  You’ll usually get a better rate if you promise to spend at a certain level.
• series discount


  Almost every medium offers a discount for taking a series of ads.
• run of week discount


  You may prefer to go in on a certain day of the week. But the publication may like to have an ad ready to slot in on any day and give you a discount for the privilege.
• stanby discount


  If you have an ad standing by with the publication which they can drop in whenever they’ve got a problem, you should get a big discount.
• distress discount


  This is the miser’s favourite. Have an ad ready so that when they call you (and you let them know you are always interested if the price is right) you can negotiate a rate just short of daylight robbery.
• Rate protection guarantee


  Rates go up, but rarely, if ever, down. When negotiating, try to get the publication to guarantee you the rate at the time for a given period. It could be a big saving
• Special position free


  If you have a good enough relationship with a medium, you may be able to get a special position (or time) with no premium. It’s got to be worth it. And there’s no harm in trying.
• Specified day free


  You can do the same with the specific day you want.
• No payment for solos


  A solos position on the page is usually worth paying for. Try to get it free, if you can
• soft period discount


  When space is hard to sell, and easy to buy, that’s known as a soft period. You should make hay then.
• ten good deals

  1. volume discount
  2. series discount
  3. run of week discount
  4. distress discount
  5. stanby discount
  6. rate protection guarantee
  7. special position free
  8. specified date free
  9. no payment for solos
  10. soft period discount