Karen’s Formal Dress is a retailer specializing in formal and wedding wear. She
ID: 457213 • Letter: K
Question
Karen’s Formal Dress is a retailer specializing in formal and wedding wear. She has a database with over 3,000 names of individuals who have purchased or rented formal wear. She would like to develop a permission marketing program. How can the marketing team encourage individuals to give permission to receive marketing materials? Once the company has the customer’s permission, how can the relationship be continued to make it beneficial to both the consumer and to Karen’s Formal Dress? Describe the methodology Karen should use in her permissions marketing program to include types of materials, methods of distribution, and incentives.
Explanation / Answer
ANSWER IS
Permission marketing programs refers to a program in which promotional information will be sent only to those consumers who give the company permission to do so. These programs can be offered by intemet, telephone or through direct mail. These programs are more effective and thus have a higher response rate as customers only receive marketing materials for which permission was given.
K can use this permission marketing program by taking the permission from the data of 3000 customers available in their database. They can use telephone, email for taking the permission from customers. Also they should note the interest area of various customers. To encourage customers to join permission marketing programs organization can offer certain incentives for giving permissions or also tell the benefits which they will receive after giving the permission. What all benefits a member will enjoy in comparison to others shall also be communicated which will motivate them to allow receiving permission marketing programs.
To make the relationship beneficial to both customers and K's formal dress organization, they should ensure that the correct material will be received by customers at right time. They should use personalized messages for different customers. K can use materials like emails which are customized and having all the details of joining permission marketing program, they can also offer joining incentives like vouchers on a purchase of some minimum amount. They can sponsor events and encourage customers to allow permission marketing programs, conduct some customer surveys to seek permission for marketing programs and also get to know in detail the customers preferences and interests and then accordingly design the program to make the program effective and beneficial for both of them.
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.