Think of a company that you believe effectively uses direct response marketing a

Question

Think of a company that you believe effectively uses direct response marketing and respond to the following prompts:

1. Identify the company and discuss how direct response marketing is used to engage consumers. Which of the direct response tools discussed in the chapter does the company utilize?

2. What information did you share with the marketer to receive these communications? How are the offers personalized based on your interests and needs?

Focus product or service is a Car Dealership

3. How does your focus product or service currently utilize direct response marketing to engage with customers?

4. Balancing the desire to customize direct response communications with respecting the privacy of consumers, what information would you wish to collect from customers in order to personalize direct response offers?

5. Considering the prospect data bases available (house lists, response lists, and compiled lists) as well as other methods of data collection, how would you expand your data base of customers and prospects for direct response communication?

6. Review the direct response marketing tools discussed in the chapter and recommend at least two additional means of direct response communication to be utilized for your focus product or service. Share your reasoning for selecting these tools.

Explanation / Answer

Focus product or service is a Car Dealership
Think of a company that you believe effectively uses direct response marketing and respond to the following prompts:
Ans.
Camerons is a company that effectively uses direct response marketing.
1. Identify the company and discuss how direct response marketing is used to engage consumers. Which of the direct response tools discussed in the chapter does the company utilize?
Ans.Knowing what sort of discount or special offer your customer wants will help you with your marketing. Are they money focused and so would prefer a $20 discount voucher? Or do they love a good value-add, for example – your customers are quite happy to purchase a service and get something else on top such as a free wax with their car wash?
direct response tools :

2. What information did you share with the marketer to receive these communications? How are the offers personalized based on your interests and needs?
Ans.It targets a specific audience or niche. Prospects within specific verticals, geographic zones or niche markets are targeted. The ad aims to appeal to a narrow target market.

3. How does your focus product or service currently utilize direct response marketing to engage with customers?

Ans.Knowing what sort of discount or special offer your customer wants will help you with your marketing. Are they money focused and so would prefer a $20 discount voucher? Or do they love a good value-add, for example – your customers are quite happy to purchase a service and get something else on top such as a free wax with their car wash?
Maybe they prefer the free option and respond well to campaigns that reward the customer for telling a friend about your service – a big example of this is offering a free session with a personal trainer if a friend signs up with the same gym.
Testing exactly what your customer wants, or is more likely to respond to, means you are going to get more bang for your buck. Do the legwork and the research and your campaign will work harder for you.

4. Balancing the desire to customize direct response communications with respecting the privacy of consumers, what information would you wish to collect from customers in order to personalize direct response offers?
Ans.In contrast to mass marketing, sending messages to large groups of customers—or even targeted marketing, which focuses on a particular consumer segment—personalized marketing delivers to an audience of one. So, theoretically it should be effective with every customer. In practice, however, the ability to personalize depends on the information that’s available about the customer; therefore, personalized marketing is most effective with consumers who are most comfortable with sharing information.
The good news is that more people are willing to exchange a modicum of privacy for a personalized experience. Compared to the total population, younger people—who have grown up with technology—are more comfortable with sharing information than older customers.

5. Considering the prospect data bases available (house lists, response lists, and compiled lists) as well as other methods of data collection, how would you expand your data base of customers and prospects for direct response communication?
Ans.1.Internet marketing. In addition to making personalized recommendations, web pages can also be designed to display other content based on customer history; in fact, entire landing pages can be built out of this.
2.Direct mail and e-mail. Greeting somebody by first name is more engaging than “Dear customer,” but direct mailings can do so much more than that. Lead data can be integrated into the mailings, so that specific products or offers are highlighted accordingly.
3.Business-to-business (B2B). Before contacting agents and decision-makers in the target business, lead intelligence can be collected on the specific challenges they are facing in their position, and this used to frame pitches.
4.Social media marketing. This method enables you to respond to customers on social media, answering their questions and engaging them. A personal interaction here (as opposed to automated responses) goes a long way. It may seem like a lot of effort for a single customer, but those active in social media are more likely to share with friends, thus connecting you to even more contacts.

6. Review the direct response marketing tools discussed in the chapter and recommend at least two additional means of direct response communication to be utilized for your focus product or service. Share your reasoning for selecting these tools.
Ans.Two additional means of direct response communication to be utilized for your focus product or service are:
1.Increases the rate of response:
The most likely form of communication to get a response from a customer is direct mail; with the cost of every response measured with accuracy. Print marketing is more likely to hang around and provide a constant reminder of your brand and products in your consumers homes, acting as a driver to your other media platforms like your website.
2.Don’t forget to get creative:
Printing technology today allows for direct mail which is unique, and can be produced in a variety of shapes and sizes. When you add a valuable element of surprise like a voucher or provide a physical interaction with the customer by getting them to construct or play with something, it will stay in the memory, and household, much longer.
With all these opportunities to grab your customer’s attention, it’s clear that direct mail is one of the most versatile marketing mediums available, one whose power can only be boosted by the emergence of new technology and creative thinking.

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