Transcript Direct Marketing

Direct Marketing
BADM 323
Marketing Communications
March 17, 2010
What is Direct Marketing?
 Assertive tactics that utilize media to reach
current and potential customers through
direct communication
 Usually direct marketing includes a “call to
action” in the form of an incentive or enticing
message to get consumers to respond
Types of Direct Marketing
Examples
Benefits of Direct Marketing
*South Woods Advertising Magazine
Drawbacks of Direct Marketing
Database Management
 Storing information collected via direct
marketing on current and potential consumers
 Using the database to develop effective and
efficient marketing programs that assist in
creating long-term relationships with clients
Benefits/Drawbacks of Database Management
Sign Spinners
• http://www.youtube.com/watch?v
=SUKor6eRXt0
• http://www.youtube.com/watch?v
=GlHBYGIi_k0&feature=related
• http://www.youtube.com/watch?v
=TtJm6TmJJaQ&feature=related
• http://www.youtube.com/watch?v
=33cMutZY_xo&feature=related
Red Bull Wiiings Team
 Unconventional, direct
marketing technique
 Targets EPC to encourage
brand trial, switching, and loyalty
 Builds long-term, personal
relationships with core consumers
 Uses database management to
track new users and who tried the
product
Your Turn 
 Define a target audience for Vitamin Water
 Develop a direct marketing piece of your choice to
reach the target audience
 Explain your direct marketing piece and how it will be
effective among target audiences