Chp 13 Direct Marketing 18 11 2013 07 18 00 Direct marketing Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships the use of direct mail the telephone direct response television e mail the Internet and other tools to communicate directly with specific consumers Communication Policy Advertising Promo Mix Customer Value and Building Relationships Integrated Marketing Communications IMC Clear Consistent Compelling customers are changing The changing face of communication 1 Changing consumers 2 Changing marketing strategies 3 Technology 4 IMC Characteristics of integrated marketing communications Consistency across all contact points Integration across all forms of communication every touch point is meaningful whether good or bad Elements in the communication Process Sender Always has a message Encoding thought into symbolic form Message set of transmitted symbols Decoding Media radio Tv Response Feedback Noise anything that distracts from the signal Distortion receives message different from original 6 States of buyer Readiness 1 Awareness 2 knowledge 3 liking 4 preference 5 conviction 6 purchase Targets can have many qualities Potential or current buyers Buyers or influencers Individuals or groups Attention Interest Desire Action AIDA Get hold arouse obtain 3 Appeals Rationality Emotional Morals Message Content what to say Structure what to say logically Format how to say it symbolically audience Dominos rational Superbowl emotional Personal Communication 2 way dialogue 2 or more ppl comm directly Controlled vs Uncontrolled word of mouth Non personal Comm Channel Media message w out personal contact or feedback Print broadcast display website atmospheres Message Credibility source issue Expertise Trustworthiness Likeability most important Living personalities as spokespeople Final step Measure the results Ask how consumers felt about the message Promotions budget is divided among several major promotional tools This is the promotional mix Promotional tools include Advertising Personal selling Sales promotion Public relations Direct marketing Preference Conviction Purchase Adv Objectives Informative new product or existing to new Reminder when mature repeating Persuasive when competition increases Chp 14 Sales Promotions 18 11 2013 07 18 00 Three types of sales promotion Consumer promotion Incentivizes customers Trade promotion buying allowances Incentivizes downstream channel partners Sales force promotion Incentivizes sales employees Consumer promotion tools Coupons Samples for customers Samples for staff Package promotions Premium offerings Patronage rewards POP promotions Contests sweepstakes games Sales Promotion Tools Trade promotions Free goods Cooperative advertising Push money Sales force promotions Bonuses Contests Pretesting Will it work 70 of companies do not do this despite the relatively low cost Implementation Identify lead time and sell off time Evaluate the results Despite many useful methods companies rarely do this Sales comparisons Recall rate Chapter 16 Direct Marketing Building Customer Relationships 18 11 2013 07 18 00 Wednesday November 13 Direct Marketing TEST CRM Customer Relationship Management KNOW THIS FOR Direct Marketing consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and Database An organized collection of comprehensive data about cultivate lasting customer relationships individual customers or prospects Consumer database data Demographics Psychographics Buying Behavior RFM Recency Frequency Monetary Value B2B database data Previous purchases volumes and prices paid Competing Suppliers Current Contract Status Estimated Spending for next year Customer Value Binding Approaches Financial Social Structural What is the most effective at building customer loyalty but the most difficult to implement Structural Ties Traditional Forms of Marketing Kiosk Direct Mail Telephoning Business to consumer marketing selling goods and services to final customers Online Marketing Domains Business to consumer B2C selling goods and service to final customers businesses Internet sales vs brick and mortal sales markets Business to Business B2B selling goods and service to other Offerings product info customer purchasing support options Media web sites e mail online catalogs trading networks Consumer to Consumer C2C consumers providing marketing Consumer to Business C2B consumers initiating the marketing info to each other Blogs Independent review sites Word of Web contact with businesses Company websites PlanetFeedback Online Promotions Forms of online advertising Banners Pop ups Popunders Search related ads Viral marketing Internet version of word of mouth Advantages credibility cheap Disadvantages Difficult to control Social Networks Online communities opportunities for marketers Participating in Web communities Starting a web community Social media marketing Offering products for sale via social media sites Providing avenues for marketing media dissemination through individual networks CHP 17 DMO 18 11 2013 07 18 00 Tourism Processes Activities Outcomes TOP 3 Destinations In the World France US Spain Inbound Visitation Destination Marketing Organizations DMO Convention Visitors Bureau CVB DMO Tally VisitTallahassee Dmo s do not manage destinations Benefits of tourism secondary support industries professions MULTIPLIER EFFECT Results from tourism dollars being spent How often tourism dollars are re spent High marginal propensity to consume Balance of Payment Effects X M Exports Imports trade balance Tourism is an invisible EXPORT Triple Bottom Line Economic Environmental Cultural most important now Issues to consider Carbon expenses Imposition of Western values Allocation of profit Is tourism a right Psychological Determinants read 3 pages Psychocentrics Dependable do not desire change familiar surroundings non threatening places Allocentric Venturer Not familiar places New cultures Destination Image and or potential visitors attachment to the destination 13 14 5 16 17 People and destinations start as ALLOCENTRIC The prevailing perceptions of a destination as experienced by actual Cognitive image beliefs or knowledge about a destination s attributes weather transportation accommodations etc Affective image feelings moods and emotions toward or
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