Definition of Direct Marketing

What is Direct Marketing?

Direct marketing is a channel free approach to distribution and/or marketing communications. So a company may have a strategy of dealing with its customers 'directly,' for example banks (such as CityBank) or computer manufacturers (such as Dell). There are no channel intermediaries i.e. distributors, retailers or wholesalers. Therefore - 'direct' in the sense that the deal is done directly between the manufacturer and the customer.

As mentioned above, 'direct' also in the sense that marketing communications are targeted at consumers by the manufacturers. For example, a brand that uses channels of distribution would target marketing communications at wholesalers/distributors, retailers, and consumers, or a blend of all three. On the other hand, a direct marketing company could focus upon communicating directly with its customers. Direct marketing and direct mail are often confused - although direct mail is a direct marketing tool.

There are a number of direct marketing media other than direct mail. These include (and are by no means limited to):

• Inserts in newspapers and magazines.
• Customer care lines.
• Catalogues.
• Coupons.
• Door drops.
• TV and radio adverts with free phone numbers or per-minute-charging.
• ...and finally - and most importantly - The Internet and New Media.

The Internet and New Media (e.g. mobile phones or PDA's) are perfect for direct marketing. Consumers have never had so many sources of supply, and suppliers have never had access to so many markets. There is even room for niche marketers - for example Scottish salmon could ordered online, packed and chilled, and sent to customers in any part of the world by courier.

Many companies use direct marketing, and a current example of its use, as part of a business model, is the way in which it is used by low-cost airlines. There is no intermediary or agent, customers book tickets directly with the airlines over The Internet. Airlines capture data that can be used for marketing research or a loyalty scheme. Information can be processed quickly, and then categorised into complex relational databases.

Then, for example, special offers or new flights destinations can be communicated directly to customers using e-mail campaigns. Data is not only collected on markets and segments, but also on individuals and their individual buyer behaviour. Companies such as Amazon are wholesalers of books (i.e. they do not write or publish them) - so they use Customer Relationship Management and marketing communications targeted directly at individual customers - which is another, slightly different example of direct marketing.

Referensi: http://marketingteacher.com/lesson-store/lesson-direct-marketing.html

Personal Selling

Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Salespeople match the benefits of their offering to the specific needs of a client. Today, personal selling involves the development of longstanding client relationships.

In comparison to other marketing communications tools such as advertising, personal selling tends to:

• Use fewer resources, pricing is often negotiated.
• Products tend to be fairly complex (e.g. financial services or new cars).
• There is some contact between buyer and seller after the sale so that an ongoing relationship is built.
• Client/prospects need specific information.
• The purchase tends to involve large sums of money.

There are exceptions of course, but most personal selling takes place in this way. Personal selling involves a selling process that is summarised in the following Five Stage Personal Selling Process. The five stages are:

1. Prospecting.

2. Making first contact.

3. The sales call.

4. Objection handling.

5. Closing the sale.

A Five Stage Personal Selling Process.

Stage One - Prospecting.

Prospecting is all about finding prospects, or potential new customers. Prospects should be 'qualified,' which means that they need to be assessed to see if there is business potential, otherwise you could be wasting your time. In order to qualify your prospects, one needs to:

• Plan a sales approach focused upon the needs of the customer.
• Determine which products or services best meet their needs.
• In order to save time, rank the prospects and leave out those that are least likely to buy.

Stage Two - Making First Contact.

This is the preparation that a salesperson goes through before they meet with the client, for example via e-mail, telephone or letter. Preparation will make a call more focused.

• Make sure that you are on time.
• Before meeting with the client, set some objectives for the sales call. What is the purpose of the call? What outcome is desirable before you leave?
• Make sure that you've done some homework before meeting your prospect. This will show that you are committed in the eyes of your customer.
• To save time, send some information before you visit. This will wet the prospect's appetite.
• Keep a set of samples at hand, and make sure that they are in very good condition.
• Within the first minute or two, state the purpose of your call so that time with the client is maximised, and also to demonstrate to the client that your are not wasting his or her time.
• Humour is fine, but try to be sincere and friendly.

Stage Three - The Sales Call (or Sales Presentation).

It is best to be enthusiastic about your product or service. If you are not excited about it, don't expect your prospect to be excited.

Focus on the real benefits of the product or service to the specific needs of your client, rather than listing endless lists of features.

Try to be relaxed during the call, and put your client at ease.

Let the client do at least 80% of the talking. This will give you invaluable information on your client's needs.

Remember to ask plenty of questions. Use open questions, e.g. TED's, and closed questions i.e. questions that will only give the answer 'yes' or the answer 'no.' This way you can dictate the direction of the conversation.

Never be too afraid to ask for the business straight off.

Stage Four - Objection Handling.

Objection handling is the way in which salespeople tackle obstacles put in their way by clients. Some objections may prove too difficult to handle, and sometimes the client may just take a dislike to you (aka the hidden objection). Here are some approaches for overcoming objections:

• Firstly, try to anticipate them before they arise.
• 'Yes but' technique allows you to accept the objection and then to divert it. For example, a client may say that they do not like a particular colour, to which the salesperson counters 'Yes but X is also available in many other colours.'
• Ask 'why' the client feels the way that they do.
• 'Restate' the objection, and put it back into the client's lap. For example, the client may say, 'I don't like the taste of X,' to which the salesperson responds, 'You don't like the taste of X,' generating the response 'since I do not like garlic' from the client. The salesperson could suggest that X is no longer made with garlic to meet the client's needs.
• The sales person could also tactfully and respectfully contradict the client.

Stage Five - Closing the Sale.

This is a very important stage. Often salespeople will leave without ever successfully closing a deal. Therefore it is vital to learn the skills of closing.

• Just ask for the business! - 'Please may I take an order?' This really works well.
• Look for buying signals (i.e. body language or comments made by the client that they want to place an order). For example, asking about availability, asking for details such as discounts, or asking for you to go over something again to clarify.
• Just stop talking, and let the client say 'yes.' Again, this really works.
• The 'summary close' allows the salesperson to summarise everything that the client needs, based upon the discussions during the call. For example, 'You need product X in blue, by Friday, packaged accordingly, and delivered to your wife's office.' Then ask for the order.
• The 'alternative close' does not give the client the opportunity to say no, but forces them towards a yes. For example 'Do you want product X in blue or red?' Cheeky, but effective.

So this is the Five Stage Personal Selling Process. Now have a go at it yourself by completing the lesson.

Referensi : http://marketingteacher.com/lesson-store/lesson-personal-selling.html

Definition of Marketing Communications

What are marketing communications?

Marketing communications is a subset of the overall subject area known as marketing. Marketing has a marketing mix that is made of price, place, promotion, product (know as the four P's), that includes people, processes and physical evidence, when marketing services (known as the seven P's).

How does marketing communications fit in? Marketing communications is 'promotion' from the marketing mix.

Why are marketing communications 'integrated?' Integrated means combine or amalgamate, or put simply the jigsaw pieces that together make a complete picture. This is so that a single message is conveyed by all marketing communications. Different messages confuse your customers and damage brands. So if a TV advert carries a particular logo, images and message, then all newspaper adverts and point-of-sale materials should carry the same logo, images or message, or one that fits the same theme. Coca-Cola uses its familiar red and white logos and retains themes of togetherness and enjoyment throughout its marketing communications.

Marketing communications has a mix. Elements of the mix are blended in different quantities in a campaign. The marketing communications mix includes many different elements, and the following list is by no means conclusive. It is recognised that there is some cross over between individual elements (e.g. Is donating computers to schools, by asking shoppers to collect vouchers, public relations or sales promotion?) Here are the key of the marketing communications mix.

Referensi: http://marketingteacher.com/lesson-store/lesson-marketing-communications.html

Bauran Promosi (Promotion Mix)

Bauran komunikasi pemasaran atau disebut juga bauran promosi terdiri dari empat perangkat utama :

• Iklan (advertising)
Setiap bentuk yang mendapat imbalan dari presentasi tidak langsung dan promosi ide-ide barang atau jasa oleh sponsor tertentu.

• Promosi Penjualan (sales promotion)
Insentif jangka pendek untuk mendorong pembelian maupun penjualan suatu produk barang atau jasa.

• Hubungan Masyarakat (public relation)
Variasi program yang dirancang untuk memperbaiki, mempertahankan maupun melindungi citra perusahaan dari produk tertentu.

• Penjualan Personal (personal selling)
Presentasi lisan dalam pembicaraan dengan salah satu atau lebih calon pembeli untuk tujuan melakukan penjualan.

Referensi: Philip Kotler. 1993. Manajemen Pemasaran Analisis, Perencanaan, Inplementasi dan Pengendalian Hal 376

Bauran Pemasaran (Marketing Mix)

Bauran pemasaran terdiri dari empat komponen utama: produk, tempat, harga, dan promosi. variabel-variabel bauran pemasaran sering kali dipandang sebagai variabel terkendali karena seorang manajer pemasaran dapat memutuskan tipe setiap komponen dan jumlah yang akan digunakan untuk meraih kepuasan konsumen. Jadi, promosi harus diseimbangkan dengan rancangan produk, metode ditribusi, dan harga untuk menciptakan bauran pemasaran menyeluruh yang akan dipertimbangkan para konsumen ketika mereka memilih sebuah produk.

• Produk
Produk adalah sebundel harga yang memenuhi harapan konsumen, sebagai contoh sebuah tiket penerbangan menjanjikan lebih dari sekedar transportasi, komponen-komponen lain seperti pelayanan didarat dan dalam penerbangan serta kedatangan tepat waktu, aman sampai tujuan adalah hal-hal yang diharapkan para konsumen. Mengiklankan ciri-ciri dan keuntungan-keuntungan ini akan membantu para konsumen memilih produk atau jasa yang cocok dengan kebutuhan mereka. Penentuan merek dan pengemasan adalah dua karakter penting sebuah produk.

• Tempat
Tempat juga disebut saluran distribusi. Sebuah saluran distribusi merujuk pada sekelompok individu dan organisasi yang mengarahkan aliran produk dari para produsen kepada konsumen. Kegiatan-kegiatan distribusi menyertakan pengelolaan pengangkutan dan penyimpanan produk, pemrosesan pesanan, dan pencatatan stok.


• Harga
Harga adalah nilai yang dipertukarkan dengan produk - produk dalam sebuah transaksi pemasaran. Sebuah harga produk harus mencakup seluruh biaya yang terlibat dalam produksi, distribusi dan promosinya, demikian pula perkiraan laba. Harga dapat mendukung citra sebuah produk, merebut penjualan dari para pesaing, atau mempengaruhi orang untuk merubah waktu pesanan mereka. Contoh pengecer memberi potongan bagi pembeli yang memesan AC selama musim dingin.

• Promosi
Promosi komunikasi pemasaran mencakup berbagai teknik yang digunakan untuk berkomunikasi dengan para konsumen dan calon potensial konsumen. Seiring dengan penjualan pribadi, promosi penjualan, dan hubungan masyarakat atau publisitas. Periklanan adalah satu dari empat elemen bauran promosi. Penjualan langsung adalah sebuah komunikasi bersifat personal dan komersil yang mencoba memberitahu dan membujuk para konsumen untuk membeli sebuah produk. Hubungan masyarakat adalah serangkaian kegiatan komunikasi yang dipergunakan untuk menciptakan dan memelihara hubungan menguntungkan diantara organisasi dan publiknya . Publik yang dimaksud termasuk para konsumen, karyawan, pihak yang berkepentingan dan masyarakat pada umumnya.

Referensi: Monle Lee & Carla Johnson,(2004:15)

Komunikasi Pemasaran

Komunikasi pemasaran adalah aspek penting dalam keseluruhan misi pemasaran serta penentu suksesnya pemasaran. dalam dekade terakhir ini komponen komunikasi pemasaran dalam bauran pemasaran menjadi sangat penting. Semua organisasi modern baik perusahaan bisnis maupun nirlaba seperti musium, PMI, dan sebagainya, menggunakan berbagai bentuk komunikasi pemasaran untuk mempromosikan apa yang mereka tawarkan dan mencapai tujuan finansial dan bukan finansial. Bentuk utama dari komunikasi pemasaran meliputi, iklan, tenaga pemasaran, publisitas dan alat alat komunikasi lainnya .

Secara keseluruhan aktivitas - aktivitas yang disebutkan diatas merupakan komponen promosi dalam bauran pemasaran (marketing mix).

Referensi: Monle Lee & Carla Johnson,(2004:4