1、直复营销概述(定稿)

DirectMarketingAssociation©1998-2010©1998-2010BrowningBrowningDirect,Inc.RightsRightsReserved.SmithSmithDirect,Inc.AllAll1.SuccessfulDirectMarketing:AnIntroductiontoDirectMarketingEssentials1直复营销概述©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation2史密斯布朗宁直复营销公司所有人EducationalDirectorUSDMADirectMarketingInstitute美国直复营销协会直复营销研究所教育董事AshleighSawdon阿什莉·索顿President,TheAPGGroupAPG集团主席SeniorInstructorUSDMADirectMarketingInstitute美国直复营销协会直复营销研究所高级讲师Presentedby:主讲BethSmith贝斯·史密斯Owner,SmithBrowningDirect,Inc.©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectMarketingisanydirectcommunicationdesignedtogenerateanimmediateresponse。1.直复营销概念直复营销是旨在产生即时响应的直接沟通方式adirectorder,asaleslead,ortrafficforabusinessorwebsite如：一份订单、一条销售线索，或者业务交易量、网站访问量3DirectMarketingmustalsobeconsistentwiththebrandimage.直复营销应和品牌形象保持一致。一、直复营销©2010SmithBrowningDirect,Inc.AllRightsReserved.41-stepor2-stepmarketing?2.一步式营销与二步式营销1. 1stepmarketing一步式营销 Thesaleisachievedin1step.Therecipientreceivesthepromotionanddirectlyorderstheproduct销售活动一步就能实现，营销活动后顾客直接订购产品。 Usuallyusedforsimpleproducts一步式营销通常用于销售一些简单商品。2. 2stepmarketing二步式营销 Usedformoreexpensiveorcomplicatedproducts二步式营销通常用于销售贵重或复杂的商品。 Aninquiryisgenerated,typicallythrougharequestformoreinformation,afreetrial,orasample二步式营销过程中，顾客往往会对商品进行咨询，通常是要求获得更多的信息，进行免费试用或提供样品。 Theinquirywillbeconvertedtoasalethroughamorethorougheffortofasalesman,atelemarketer(telephonesalesperson,directmailorawebsite通过销售人员或远程营销（如电话营销员、直邮或者网站）的进一步努力，将咨询转化为销售。©2010SmithBrowningDirect,Inc.AllRightsReserved.5Isdirectmarketinglikeadvertising?3.直复营销与广告一样吗?• Directmarketing≠advertising直复营销≠广告 Advertisingisusedtobuildbrandimage,awareness,loyalty,andbenefitrecall.Purchasingactionisdeferred.广告通常用于塑造品牌形象，提高品牌认知度和忠诚度，并记住产品的优点。购买行为的产生晚于广告。• Directmarketing=sales直复营销=销售 Directmarketingisusedtogenerateanimmediateinquiryororder.Directmarketingimpliesacommitmenttoalong-termrelationshipwiththecustomernotjustashort-termpromotion直复营销用于产生即时咨询或者订单。直复营销旨在与顾客（客户）保持长期联系，而不只是短期的促销。6Definition:DirectResponse定义：直接响应•Promotionsthatpermitorrequestconsumerstodirectlyrespond允许或者要求消费者直接响应的促销活动 Responsecanbebymail,telephone,e-mail,orsomeothermeansofcommunication.响应方式有信函、电话、e-mail或者其他沟通方式。 SomepractitionersuseitasasynonymforDirectMarketing.一些营销者把直接响应看成是直复营销的代名词。DirectMarketingAssociation©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationAdvertisingvs.DirectMarketingRichardRosen,ConvergenceMarketing广告与直复BrandImageAdvertising品牌形象广告营销的比较DirectMarketing直复营销7©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationAdvertisingisCompanytoAudience广告是公司对受众8©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation9DirectMailPerson-to-Person直邮是人对人Directmailismorelikeapersonalsalescallthanlikeadvertising直邮与其说是广告，不如说是“打给个人的销售电话”。©2010SmithBrowningDirect,Inc.AllRightsReserved.2004200520062007200820092010F2014E$186B$152BSources:GlobalInsight,Inc.,DMA2010StatisticalFactBook,February2010;WinterberryResearchMay2010数据来源：全球殷赛公司;DMA2010年统计手册；Winterberry2010年研究报告10AllMediaSpend不同媒体的费用支出GeneralAdvertising/ATL传统广告/线上Direct&DigitalMarketing/BTL直复营销和数字营销广告/线下$0.00$4.00$8.00$12.00$11.74Source:2010DMADirectMarketingStatisticalFactBook数据来源：2010DMA直复营销统计手册©2010SmithBrowningDirect,Inc.AllRightsReserved.USReturnonMarketingInvestment-SalesRevenueper$1spent-Advertisingvs.DirectMarketing美国营销投资回报–1美元投资所产生的销售收入–广告与直复营销的对比$5.2311Advertising广告DirectMarketing直复营销©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation2008200920102014USDirectMarketingSpending美国直复营销支出$93.5B$92.1BGlobalInsight,2010DMAStatisticalFactBook,February2010数据来源：全球殷赛公司，DMA2010年统计手册$86.7B$81.4B12BusinesstoConsumer企业对消费者（B2C）BusinesstoBusiness企业对企业（B2B）©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationBusinessvs.Consumermarketing二、对企业的营销与对消费者的营销对比• Business-to-Business企业对企业(B2B) Committeebuying委托购买(由专门部门负责） Multipleinterestsanddepartments涉及多种利益和多个部门 Decisionjustificationwithexpensiveitems决定购买贵重物品时要进行决策论证 Proofisimportantbecauseofhigherrisk由于风险较高，风险防范尤为重要• Spendingcompany’smoney使用公司的资金• Willdecisionembarrassemployeeorcompany?购买决策是否会使员工和公司陷入困境？• Business-to-Consumer:企业对消费者(B2C) Maybeimpulsedecision,lessrisk可能会是冲动型的购买决定，但风险较小 Friendsandfamilyinfluenceus会受到朋友和家人的影响13©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationWhatdobothmarketshaveincommon?两种市场的共性• Mostpromotiontechniquesandoffersworkjustaswellforbusinessasforconsumer.无论对企业还是对消费者，大部分促销技巧和诱因会起到同样的作用 Freetrial,gifts,guarantees,personalization,etc.免费试用、礼品、承诺、个性化等• Sellingtopeople,nottocompanies卖给“人”，而非公司14©2010SmithBrowningDirect,Inc.AllRightsReserved.ConsumerCatalog针对消费者的目录15BusinessCatalog针对企业的目录©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationThereareno“always”indirectmarketing直复营销中没有“总是”• Buttherearemany“almostalways”.但有许多“差不多总是”• It’simportanttoknowtheImportantPrinciples关键就是要了解重要原则• Wehavelearnedthroughtestingthatwhatworksindirectmarket