Direct Marketing in Practice (Chartered Institute of by Matthew Housden, Brian Thomas

By Matthew Housden, Brian Thomas

Direct advertising in perform is a pragmatic handbook for all managers and retailers attending to grips with the strong recommendations to be had to expert direct marketers.

The publication indicates how to:

· Plan an instantaneous advertising campaign
· combine new know-how with traditional direct advertising and marketing practice
· Maximise the effect, potency and go back on funding of your activites
· overview the luck of a crusade - and increase on it subsequent time!

Accessible and illuminating, each one bankruptcy within the e-book comprises evaluation questions and workouts that can assist you perform what you've gotten learnt. furthermore, the authors have used their substantial adventure within the box to gather many examples of top perform all over the world. those position the idea in a realistic, real-world context, and show what a dramatic impact direct advertising may have on revenues and profitability.

Those considering or beginning a profession in direct advertising will locate Direct advertising and marketing in perform a useful advisor to modern perform. it really is crucial analyzing for all undergraduate scholars of selling and enterprise, to boot of these venture specialist examinations during this sector.

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Extra info for Direct Marketing in Practice (Chartered Institute of Marketing)

Sample text

However, there are some general factors that apply to most situations: 1 The customer retention rate is the most decisive influence on marketing cost (as we have seen from the earlier example on p. 40). Remember that it costs most companies much more to replace a customer than to retain one. 2 Customer satisfaction can be measured through customer surveys. Many customers are quite willing, even keen, to tell you how to get it right. 3 The causes of customer losses can be established. A follow-up call to a lost customer can be an excellent investment.

So, selling additional products to a customer not only increases your revenue, it also locks in your customer more strongly. Example 50 Taking the long-term view Helplines These are generally beneficial, but are especially significant in a field where customers are apt to be confused by jargon and technical detail. Sadly, many helplines are not very helpful. I find this particularly so in the field of finance as the following experience demonstrates. Example I telephoned a company that had previously financed a computer lease for me to ask if it could do the same for my new machine.

To start this process, I would like you to collect three or four direct response advertisements from the press or from magazines. Follow their call to action; ring the call centre or follow the drive to Web. Make notes about the fulfilment process and the level of interaction allowed on the Web site. How competent were the call centre staff? This file of best practice (or even a rogues’ gallery) will prove invaluable throughout your career. Try to find examples for a range of industries and include consumer and business-to-business markets.

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