3 04 Direct Marketing Term Direct Marketing allows

3. 04 Direct Marketing

Term Direct Marketing: allows targeting of customer segments in order to focus promotional efforts

Types of Direct Marketing e-mail marketing n telemarketing n mailshots n SMS n social media n

Messaging Services Short Messaging Service (SMS): contain only text Multimedia Messaging Service (MMS): allow for rich media messages

Mobile Advertising Strategies Text message with coupon: most successful n Rich media: may be the future n Banner ads: boring to consumers n Quick Response codes: using a smart phone to obtain coupon n Cross-platform campaign: will be used in multiple media sources n

Types of Direct Mail Letters Postcards Catalogs Self-mailers Brochures

Using Direct Advertising Effectively Personalize the mailer Make it easy to read Include a date Summarize the offer Have a call to action

Importance of Technology pinpoint specific prospects based on demographics launch direct mail touches based on event triggers capture real-time response metrics in order to determine immediate ROI

Banner Advertisements n Interactive 2 way communication n Obtain information n Download coupons n Link to related sites

Nature of Electronic Media Highly visual Quick response Can be highly segmented Interactive Motivates customers to buy

On-line Advertisements Banner ads n Buttons n Pop ups n Sponsorships n

Getting Noticed by Search Engines Use HTML code n HTML: Hyper Text Markup Language n

Reasons to Broadcast Games Earn revenue from TV network Increase fan interest Build brand equity Beneficial to sponsors

Sports & Television Mutually beneficial arrangement Networks: receive programming Leagues: receive exposure Target market: males 18 -34; 18 -49 Un-DVR-able: must be watched live

Fantasy Sports online simulations that allow fans to build their own sport teams and compete against other fans' sport teams n Run by sports organizations, media outlets and businesses n