Tools of Direct Marketing
The following are major tools of direct marketing:
- Face to face selling.
- Direct Mail Marketing.
- Catalogue marketing.
- Direct response television marketing.
- Kiosk Marketing.
- Online Marketing.
- Face to face selling:
Sales call is the oldest and original form of direct marketing. All the higher manufactures representatives & agents carry out the direct selling task. Examples of companies those involved in face to face selling are Avon, Amway etc.
Using telephone to sell directly to consumers has become the major direct marketing communication tool. Telephone marketing now accounts for over 38% of all direct marketing media expenditures.
Telemarketing is increasingly used in business in as well as consumer marketing.
- Direct mail marketing:
It involves sending an offer, announcement, reminder or other item to person at a particular interest. Using highly selective mailing lists, direct marketers send out millions of mails each year-letters, ads, samples, foldouts, etc. some direct marketers mail audio-tapes video tapes, CDS & computer diskettes to prospects & customers.
Recently, three new forms of mail delivery have become popular:
- Fax mail
- Voice mail
- Catalogue marketing:
It occurs when companies mail one or more product catalogues to selected address. They may send full-line merchandise catalogue, specialty consumer catalogues, & business catalogue; usually in point form but also sometimes as CDS, videos or online.
- Direct Response Television Marketing:
Television is used by direct marketer in 3 ways in order to promote direct sales:
- Direct Response Advertisement.
- Home Shopping Channels.
- Video Text & Interactive TV.
- Kiosk Marketing:
Some companies have designed customer order placing machine called kiosk & placed them in stores, airports & other location. Ex: hallmark use kiosk to help customers create & purchase personalized greeting cards.
- Online Marketing:
It is conducted to interactive online computer systems, which links consumers with sellers electronically. Two types of online marketing channels:
- Commercial online services.