MANAGING PERSONAL COMMUNICATIONS: DIRECT MARKETING, WORD OF MOUTH AND

PERSONAL SELLING

Ma. Teresa Castro-Loja, M.D.MBAH

OUTLINE

I. DIRECT MARKETINGa. Benefitsb. Ethical Issuesc. Channels

II. INTERACTIVE MARKETINGa. On Line Promotions and Opportunitiesb. Effective Website Features (7C’s)c. e – Marketing Guidelines

OUTLINE

III. SALES FORCEa. Sales Force Designb. Sales Representative Divisionsc. Sales Tasksd. Managing The Sales Forcee. Steps in Selling

IV. SUMMARY

Direct Marketing is an interactive marketing that benefits consumers as well as sellers

a. BENEFITSConsumers• Availability/accessibility of services, easy ordering and

fast delivery

Sellers• Prospect consumers are reached through mailing list and offers are less visible to consumers

I.a.

Direct marketing becomes ineffective when public and ethical issues set in.

b. ETHICAL ISSUES IrritationsUnfairness Deception and fraud

Invasion of privacy

I.b.

Reaching prospect consumers through an effective strategy will build long term relationship with consumers

c. CHANNELS OF DIRECT MARKETING

Direct Mail

Catalogs

Telemarketing

Other Direct Responses

I.c.

Effective Direct Mail Campaign

• Objectives• Target Market & Prospects (RFM Formula = recency, frequency, monetary amount)

• Offer Elements(product, offer, medium, distribution method, creative

strategy)

I.c.

• Test Elements-test the effectivity of offer strategy-estimate the promotion’s impact on awareness, intention to buy and word of mouth

• Measure Campaign Success

I.c.

II. INTERACTIVE MARKETING

• Websites• Banner Ads• Sponsorships• Microsite• Interstitials• Search-related Ads

• Alliance and affiliate programs

• On-line communities• E- mail• Mobile Marketing

a. On Line Promotions and Opportunities

II.a.

b. Effective Website Feature (7C’s) Context Content Community

Customization Communication

Connection Commerce

Interactive marketing increased with the use of cost-effective electronics.

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II.b.

c. e-Marketing Guidelines• Give the customer a reason to respond• Personalize the content• Offer something that the consumer cannot get

through other channels of marketing• Make it easy for customers to unsubscribe

II.c.

III. SALES FORCE

a. Sales Force Design• Objectives• Strategy (Leverage Sales)• Structure (territorial, product or market)• Size (workload approach)• Compensation (fixed, variable, expense

allowance, benefits)

III.a.

Sales representatives are the company’s link to costumers.

b. Sales Representative Divisions• Deliverer• Order Taker• Missionary• Technician• Demand Creator• Solution Vendor

III.b.

c. Sales TasksProspecting

TargetingCommunicating

SellingServicing

Information GatheringAllocating

III.c.

d. Managing The Sales Force• Recruiting & Selecting Representatives• Training & Supervising Sales Representative• Productivity• Motivating• Evaluation

II.d.

e. Steps in Selling• Prospecting & Qualifying• Preapproach• Approach• Presentation & Demonstration• Closing• Follow up & Maintenance

III.e.

SUMMARY

• Direct marketing is an interactive marketing with various channels in reaching customers and building a long term relationship.

• The cost efficient use of electronics has increased in the field of interactive marketing.

• Sales Force/Representatives are the company’s link to the customers thus the need to transform them from passive order taker to become active order getter.

MANAGING PERSONAL COMMUNICATIONS: DIRECT MARKETING, WORD OF MOUTH AND

PERSONAL SELLING

Ma. Teresa Castro-Loja, M.D.MBAH