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.
._Philippine Medical Tourism Inc. (PMTI) ? Home.webarchive
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