DIRECT MARKETING

Direct Marketing: Northern Wildlife trust

Direct Marketing: Northern Wildlife trust

Direct Marketing Explained

Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than waiting for them to come to a store or other point of access. It is a form of 'non-shop' shopping and is sometimes referred to as 'precision marketing' or 'one-to-one' marketing. Rather than the marketing firm sending out a general communication or sales message to a large group of potential customers, even if these constitute a well-defined market segment, direct marketing tends to target specific individuals or households. In a business-to-business (B2B) context this would be an individual or a specific organisation or firm. Direct marketing is not just concerned with marketing communications. It is also concerned with distribution. In using direct marketing, the firm is making a choice to cut out the use of marketing intermediaries and sell the product or service direct to customers. This has implications for both channels of distribution and logistical decisions.

Objectives of Direct Marketing at Northern Wildlife trust

Much direct marketing activity of Northern Wildlife trust is intended to result in a sale. However, in some situations a direct sale might be unlikely or inappropriate. In such cases some other form of measurable response might be used. For example, a direct mail campaign and a telephone-marketing programme may be used in the engineering industry to invite and encourage buyers to attend a machine tool exhibition. A leaflet drop for double-glazing might contain a free phone number for the prospect to request a brochure or estimate. The result may not be a sale, but some specific, measurable action that will hopefully contribute to an ultimate sale. Although a sale may not be the immediate objective of a direct marketing campaign, some form of direct response on behalf of the recipient of the message will be. This, in turn, will contribute to the eventual sale.

Strategic Role of Direct marketing at Northern Wildlife trust for new members

Direct marketing of Northern Wildlife trust should not be used as a mere tactical marketing communications tool, but should be integrated with the rest of the communications mix. All marketing communications elements interact to some extent. Direct marketing is likely to form a major part of communications strategy of many companies and not simply form a kind of tactical adjunct. Other forms of communication are likely to be used in conjunction with direct marketing programmes even if these are only general corporate advertising programmes. Many firms use direct marketing predominantly, but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter.

Uses of direct marketing using different media

Northern Wildlife trust have examined the nature of direct marketing and its role in the communications mix, and now discuss the main ...