By:Akshay Khatri - C019

Direct Mail

Telemarketing

• In addition to trade magazines & general business publications, industrial marketers also utilize various other vehicles, such as direct mail , telephone catalogues & data sheets to reach their market.

Ex- Xerox has tripled its sales fort low-end products through the use of direct mail.

• It's a method of contacting customers and potential customers personally, rather than having an indirect medium.

• Direct marketing is not the best option for companies who have niche products to sell.

Direct mailA marketing effort that uses a mail service to deliver a promotional printed piece to your target audience .

• “direct mail advertising can provide a greater impact than can an advertisement in trade or business publications”• The Advertising messages can be developed and targeted towards a

precisely defined market to introduce a • New product• Promote the corporate image• Support the sales force• Communicate with industrial distributors

• “Low in sales, highly selective, flexible & offers considerable space for telling the full story”• direct mail lets you communicate one-on-one with your target

audience.

• Wasteful if prospects are not clearly identified.• Often thought of as “junk mail”.• Tossed aside without ever being read. Implications• Direct mail program should be carefully

conceived & directed towards a specific target audience whose names, job titles, or functions are known• Mailing list should be up to date.

Understanding Your Target

Customers

Target Your Ideal

Customer

Pick a Mailing List Type

Create a Mailing

Telemarketing• According to recent studies, approximately 20% of the

industrial firms in US, including Xerox, IBM, NCR, use telemarketing to generate nearly $100 billion in yearly sales.

• Telemarketing is a marketing communication tool that employs trained specialists who utilize telecommunication and information technologies to conduct marketing & sales activities either through incoming calls or outgoing calls.

• It is cheaper then face to face sales.• Usage Rate of telemarketing increasing by 25% a year• Now a days people say telemarketing as cold

calling.• Carried out by

• Telemarketers• automated telephone calls or "robocalls."

Use of the telephone to market goods or services directly to prospective customers

• Major uses of telemarketing :• To qualify sales leads• Support field sales representatives• Generate sales leads• To handle marginal accounts

• When an toll free no. is seen , prospects can easily respond to get immediate information .Marketing implication:• Specific goal setting • Clearly specified target markets• Careful planningFailure due to :• Lack of commitment• Improper facilities• Lack of formal scripts• Poor human resources planning