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MM L-11 Personal Communication

The document discusses various aspects of managing personal communication and direct marketing, including constructing direct mail campaigns, selecting target prospects, developing offer strategies, and measuring success. It also covers interactive marketing techniques like online ads, sponsorships, and social media word-of-mouth marketing. The document provides guidance on designing a sales force through objectives, structure, size, compensation plans, tasks, management, and effective selling principles.

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Deepika Singh
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We take content rights seriously. If you suspect this is your content, claim it here.
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40 views27 pages

MM L-11 Personal Communication

The document discusses various aspects of managing personal communication and direct marketing, including constructing direct mail campaigns, selecting target prospects, developing offer strategies, and measuring success. It also covers interactive marketing techniques like online ads, sponsorships, and social media word-of-mouth marketing. The document provides guidance on designing a sales force through objectives, structure, size, compensation plans, tasks, management, and effective selling principles.

Uploaded by

Deepika Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MANAGING PERSONAL

COMMUNICATION
What is Direct Marketing?
Direct marketing is the use of consumer-direct
channels to reach and deliver goods and
services to customers without using market
middlemen.
Constructing a Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success
RFM Formula for
Selecting Prospects

Recency
Recency

Frequency
Frequency

Monetary
Monetary value
value
Elements of the Offer Strategy

• Product
• Offer
• Medium
• Distribution method
• Creative strategy
Components of the Mailing
• Outside envelope
• Sales letter
• Circular
• Reply form
• Reply envelope
Types of Telemarketing
• Telesales
• Telecoverage
• Teleprospecting
• Customer service and
technical support
Other Media for Direct Response

Television
• Direct Response
Advertising
• At-home shopping
channels
• Videotext
Kiosks
Public Issues in Direct Marketing

Irritation

Unfairness

Deception/fraud

Invasion of privacy
Cokes Embraces Interactive Marketing with
MyCoke.com
Interactive Marketing
• Tailored messages possible
• Easy to track responsiveness
• Contextual ad placement possible
• Search engine advertising possible
• Subject to click fraud
• Consumers develop selective attention
Online Promotional Opportunities
• Sponsorships
Websites
• Micrositesand affiliate programs
Alliances
• Search communities
Online ads
• Display ads
Email
• Interstitials
Mobile marketing
• Internet-specific ads and videos
A Microsite:
Burger King’s Subservient Chicken
iTunes Affiliate Program
e-Marketing Guidelines
• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get
via direct mail
• Make it easy for customers to unsubscribe
Word-of-Mouth Marketing is Empowered by
Social Networks
How to Start Buzz
• Identify influential individuals and companies and
devote extra effort to them
• Supply key people with product samples
• Work through community influentials
• Develop word-of-mouth referral channels to build
business
• Provide compelling information that customers
want to pass along
Designing a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation
Types of Sales Representatives

• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
Sales Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information
gathering
• Allocating
Managing the Sales Force

Recruiting, selecting

Training

Supervising

Motivating

Evaluating
Workload Approach to Determining Sales Force
Size
• Customers are grouped into size classes
• Desirable call frequencies are established
• Number of accounts in each size class multiplied by
call frequency
• Average number of calls possible per year
established
• Number of reps equal to total annual calls required
divided by number possible
Components of Sales Force Compensation

Fixed amount

Variable amount

Expense allowances

Benefits
Form for Evaluating Performance
Principles of Personal Selling

• Situation questions
• Problem questions
• Implication questions
• Need-payoff questions
Steps in Effective Selling

Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
Marketing Debate

 Are great salespeople born or made?

Take a position:
1. The key to developing an effective sales
force is selection.
or
2. The key to developing an effective sales
force is training.

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