Chapter 17 - Managing Personal Communications

8/6/2019 Chapter 17 - Managing Personal Communications

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Managing PersonalCommunications


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Chapter Questions

How can companies use direct marketing

for competitive advantage? How can companies use interactive

marketing and word of mouth most

effectively? How can personal selling be sued to build

profitable customer relationships?

What decisions do companies face in

designing and managing a sales force?

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The Pepsi Refresh Project ChangedHow Pepsi Marketed Itself to its Target

Market

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What is Direct Marketing?

Direct marketing is the use of consumer-

direct channels to reach and deliver goodsand services to customers without using

market middlemen.


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Constructing a Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success17-7


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RFM Formula for

Selecting Prospects

RecencyRecency

FrequencyFrequency

Monetary valueMonetary value

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Elements of the Offer Strategy

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Product

Offer

Medium

Distribution Method

Creative Strategy


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Components of the Mailing

Outside envelope

Sales letter Circular

Reply form

Reply envelope


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Catalog Marketing

The success of catalog business depends on: How well the consumer list is managed, avoiding

duplication or bad debts

Careful control of inventory Offering quality merchandise so that returns are

low

Projecting a distinctive image.17-11

In catalog marketing companies send full-line merchandise catalogs (consumer or

business) in print and/or electronic (CD,video, online) form.


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Inbound vs. outbound Telesales

Telecoverage

Teleprospecting

Customer serviceand technical support

Telemarketing

Telemarketing is the use of telephone andcall centers to attract prospects, sell to existing

customers and provide service by takingorders and answering questions.


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Public and Ethical Issues in Direct

Marketing

Irritation Unfairness

Deception/fraud

Invasion of privacy


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Interactive Marketing

Advantages

Tailored messages reflecting special interests

Easy to track responsiveness through internet

Contextual placement possible on related sites

Search engine advertising possible Web is effective to reach people during the day

Disadvantages Consumers develop selective attention

Subject to click fraud


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Placing Ads and Promotions

Online Websites

Microsites Search ads

Display ads

Interstitials

Internet-specific ads

and videos

Sponsorships

Alliances andaffiliate programs

Online

communities

Email

Mobile marketing


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7 Key Design Elements of

Effective WebSites Context: Layout and design

Content: Text, pictures, sound, video Community: User-to-user communication

Customization: Sites personalization ability Communication: Site-user communication

Connection: Links to other sites

Commerce: Ability to conduct transactions

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e-Marketing Guidelines

Give the customer a reason to respond

Personalize the content of your emails Offer something the customer could not get

via direct mail

Make it easy for customers to unsubscribe


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Word of Mouth

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Earned

media

Paid

media


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Word of Mouth and Social Media

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Online Communities and

Forums

Blogs

Social Networks


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What is Buzz Marketing?

Bazz marketing generates excitement,creates publicity and conveys newrelevant brand related informationthrough unexpected or even outrageous

means.


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How to Start Buzz?

Identify influential individuals andcompanies and devote extra effort to them

Supply key people with product samples

Work through community influentials

Develop word-of-mouth referral channels tobuild business

Provide compelling information thatcustomers want to pass along


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Creating a Viral Opportunity

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Viral marketing is a

form of word of mouth,or word of mouse, thatencourages consumers

to pass along company-developed products andservices or audio, video,

or written information toothers online.


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Personal Selling and

the Sales Force

Types of Sales Reps

1. Deliverer

2. Order taker

3. Missionary4. Technician

5. Demand creator6. Solution vendor

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Designing a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation

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Sales-Force Objectives and Tasks

Prospecting

Targeting Communicating

Selling

Servicing

Information

gathering Allocating


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How shouldthe firm

organize the

sales forcestructure?

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W kl d A h t


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Workload Approach to

Determining Sales Force Size Customers are grouped into size classes

Desirable call frequencies are established Number of accounts in each size class

multiplied by call frequency

Average number of calls possible per yearestablished

Number of reps equal to total annual callsrequired divided by number possible


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Managing the Sales Force

Recruiting

Selecting

Training

Supervising

Motivating

Evaluating


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Salesperson Evaluation

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Principles of Personal Selling

Situation questions

Problem questions Implication questions

Need-payoff questions

St i Eff ti S lli


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Steps in Effective Selling

Prospecting/Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up

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Chapter 17 - Managing Personal Communications

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