MANAGING PERSONAL

COMMUNICATIONS

PREPARED BY:
VIBHITA RAY(55)
RUJUTA SATTA(58)
HARSH SALUJA(56)
DEVANSH SHAH(59)
RAHUL SANGANI(57)
PARTH SHAH(60)
DIRECT MARKETING

The
The use
use of
of consumer-direct
consumer-direct
channels
channels to
to reach
reach and
and
deliver
deliver goods
goods and
and services
services
to
to customers
customers without
without
marketing
marketing middlemen.
middlemen.
DIRECT MARKETING
CHANNELS
Direct mail
Catalogs
Telemarketing
Interactive TV
Kiosks
Web sites
Mobile devices
 BENEFITS OF DIRECT
MARKETING
For consumers: For marketers:
Convenience, ease, Can buy mailing lists
for almost any
and speed of segment
ordering Customize and
Can buy specialty personalize messages
items not available Build relationships
in local stores Reach the most
interested prospects
at the right moment
Easily test
alternatives and
messages
Easily measure
campaign results
 DIRECT MAIL DECISIONS

Target
Target Offer
Offer
Objectives
Objectives markets
markets and
and elements
elements
prospects
prospects

Measuring
Measuring
Testing
Testing success:
success:
elements
elements lifetime
lifetime
value
value
CATALOG MARKETING
Includes full-line merchandise catalogs,
specialty consumer catalogs, and business
catalogs, usually in print form but also
sometimes as CDs, videos, or online.
Successful catalog marketing:
Manage customer lists
Control inventory
Offer quality goods
Project a distinctive image
TELEMARKETING

Inbound
Inbound
Telemarketing
Telemarketing

Outbound
Outbound
Telemarketing
Telemarketing
OTHER MEDIA FOR DIRECT-RESPONSE
MARKETING

Newspapers
Newspapers

Magazines
Magazines

Radio
Radio

Television
Television
 PUBLIC AND ETHICAL ISSUES IN DIRECT
MARKETING

Irritating consumers
Taking advantage of impulsive, less
sophisticated, or vulnerable consumers
Misleading communications
Invasion of privacy
 INTERACTIVE MARKETING

Interactive marketing is a one to

one marketing process that reacts and changes based
on the actions of individual customers. This ability to
react to the actions of customers means that trigger
based marketing is dramatically more effective than
normal direct marketing.
 INTERACTIVE MARKETING
COMMUNICATION OPTIONS
Websites
E-mails
Search-advertisement
Display-advertisement
Mobile marketing
DESIGNING AN ATTRACTIVE WEB SITE

Context--Layout & design

Content--Text, picture, sound,
video
Community--user-to-user
communication
Customizationtailor to user or
allow personalization
Communicationenables
site-to-user, user-to-site, or
two-way communication
Connectionability to link
to other sites
Commerceability to enable
commercial transactions
E-MAILS

E-mail allows marketers to

inform and communicate
with customers at a fraction
of the cost of a d-mail or
direct mail.
 ADVERTISEMENTS

DISPLAY-
SEARCH-ADVERTISEMENT ADVERTISEMENT
MOBILE MARKETING

Mobile marketing consists of

advertisements that appear
on mobile smartphones,
tablets, or other mobile
devices.
 WORD OF MOUTH

Buzz marketing
Buzz marketing
Viral marketing
Viral marketing

Opinion leaders
Opinion leaders
Blogs
Blogs
 BUZZ AND VIRAL MARKETING

Buzz marketing
Buzz marketing Viral
Viral marketing
marketing
Generates
Generates Encourages
Encourages
excitement, creates
excitement, creates consumers
consumers to to pass
pass
publicity, and
publicity, and conveys
conveys along
along company-
company-
new relevant
new relevant brand-
brand- developed
developed products
products
related information
related information and
and services
services oror audio,
audio,
through unexpected
through unexpected video,
video, or
or written
written
or even
or even outrageous
outrageous information
information toto others
others
means.
means. online.
online.
 OPINION LEADERS

Cliquessmall Factors working to

groups whose ignite public interest
members interact in an idea:
frequently. Reaching mavens,
Bridgespeople connectors, and
who belong to one salesmen
clique and are
linked to a person Stickiness
in another. Power of context
BLOGS

Regularly
Regularly updated
updated online
online
journals
journals or
or diaries.
diaries.
MARKETING SKILLS:
HOW TO START A BUZZ FIRE

Identify influential individuals and

companies and devote extra attention to
them.
Supply these key people with product
samples to encourage word of mouth.
Cultivate contacts with community
influential.
Develop word-of-mouth referral channels.
Provide compelling information that people
want to pass along.
PERSONAL SELLING AND THE
SALES FORCE
The term sales representative covers six
positions:
Deliverer
Order taker
Missionary
Technician
Demand creator
Solution vendor
MAJOR STEPS IN EFFECTIVE
SELLING
Prospecting
Prospecting and
and Overcoming
Overcoming objections
objections
qualifying
qualifying

Preapproach
Preapproach Closing
Closing

Presentation
Presentation and
and Follow
Follow up
up and
and
demonstration
demonstration maintenance
maintenance
DESIGNING A SALES FORCE
 SALES FORCE OBJECTIVES AND
STRATEGY
Tasks: Approach:
Prospecting Direct (company
sales force)consists
Targeting of full- or part-time paid
employees who work
Communicating exclusively for the firm.
Selling Contractual sales
forceconsists of
Servicing manufacturers reps,
Information gathering sales agents, and
brokers who earn a
Allocating commission based on
sales.
 SALES FORCE STRUCTURE

Territorial
Territorial
structure
structure
Product or
Product or
market
market
structure
structure
 SALES FORCE SIZEWORKLOAD
APPROACH

1. Group customers into size classes by annual sales

volume.
2. Establish call frequencies for each customer class
(number of calls per year).
3. Multiply the number of accounts in each size class
by the call frequencies (determines total work load
or sales calls per year).
4. Determine the average number of calls a sales rep
can make per year.
5. Divide the total annual calls (step 3) by the
average annual calls made by a rep (step 4) to
determine how many reps are needed.
SALES FORCE COMPENSATION

Fixed
Fixed amount
amount

Variable
Variable amount
amount

Expense
Expense allowances
allowances

Benefits
Benefits