We have introduced in our earlier work on. therapeutic model:
1. © Aspirin-Marketing, complex of strategies, policies, tactics and cunning business, with fast-acting and temporary support for sales and business profits.
2. Penicillin-Marketing © , set of measures that modulate a different and more powerful marketing mix to better present the commercial to promote it, distribute it, to make it enjoyable, while respecting the original product-market combinations.
2. © Vitamin-Marketing, that, as a tonic, seeks to develop the company, bringing it to create new products, new markets to imagine, to understand how to aggregate demand and customers in a creative way to diversify their business.
In this paper we will discuss the measures of Penicillin-Marketing .
We have also seen that the kit of anti-crisis' Aspirin-Marketing includes all the tools to improve sales and profitability, operating with the same formulation and product-market with the same marketing-mix, perhaps rationalized, but still faithful to the original concept of implementation. The
Penicillin-Marketing moves in the flow of way of growth in more innovative, that is to say that we are seeking new ways of presenting the commercial to promote it, distribute it, to make it usable, in order to develop global demand, increase the rate of use of the product and average quantities, acquire new customers (recruiting), increase market share.
We are looking for a more effective and economical way to bring our products and services on the counter in supermarkets, on the trucks of our customers, warehouses of the wholesalers, in professional offices, in homes of families.
To this end, there are several approaches, some already known, which shows in this collection of protocols Anti-crisis.
are wide-ranging and profound changes to the marketing mix business, economic and powerful are ideal in times of economic difficulty, when you need an effective marketing and low cost.
are among the antibiotics against the crisis: The
Direct Marketing ;
's Internet Marketing
The Viral and Buzz Marketing
The Marketing Alternative ( Guerilla Marketing, Product Placement )
As we are all forms of marketing that leverage technology and social relations and that they are cheap. We will
of Direct Marketing, as a lever to enter the market and fight to end the crisis.
the Direct Marketing communications strategy is a discipline that uses tools, techniques and technology of interactive creative to appeal to a segment or group identified with certain characteristics and / or known to stimulate one or more actions give qualitative or quantitative measurable responses.
What are the main instruments?
Mailing
Mailing-Box Package
Advertisement 'on Traditional Media Direct Response Telemarketing
Toll
Editorial
Bus Mailing Mailing Mailing
Editorial Digital
Councils to develop a good direct marketing?
1. collect, catalog and related to one another all the information in relation to business customers . If you can, arrange with a computer and a database program, it will be easier to know the potential for growth and the repurchase of its customers.
2. Analyze database customers who are the best. Consider the three basic criteria:
· the date of most recent order
• The highest number of orders
· the amount of larger orders.
Give appropriate weight to each of the three factors, depending on your activities and identify which customers fall into these categories.
study the characteristics: the market sector, the company size, gender, age, profession, social class, origin, etc..
3. periodically adding new names in the database with similar characteristics to the best customers . Communicate with them by mail or by phone, offering targeted offers. This will save unnecessary costs low contact names interested in the product / service and have instead more likely to win new customers.
Set up a system to circulate the names:
°, starting ever get contacted by potential prospects, or those who respond requesting more information and that you will turn into customers.
° of this some might make them better customers.
Keep up to date database. Many of these names (20%) each year change address or telephone number, business name change or cease their activities while other new names waiting to be entered. So when you buy lists of potential customers worry about finding the most up to date on market: save unnecessary contacts yet.
4. To choose the most appropriate to contact customers, in addition to taking into account the characteristics product / service to promote, calculate how many orders you get to even the score : Divide the investment planned for the gross margin for each unit sold. If the number you get is your capacity to choose that medium, or valued more economical solution.
5. If the product / service is likely to be promoted with a message post (mailing), there are four important elements to consider :
· The list (who to contact?) What is the part of consumers most likely to want to buy or act ?
• The package (what it seems?) Which are the most graphic and paper that can boost reading the recipient?
· The offer (what's the deal?) What are the advantages available to those who receive your proposal?
• The text (as it is written?) What is the best way to describe the attractive offer and encourage the recipient to buy or to act?
A package with the letter works better than one without.
not worry if the letter repeats what is contained in the catalog, in the folding or
order form.
And there for a different purpose:
It 's a personal communication to explain, to sell, to act as the recipient.
Also, keep in mind: The postscript is the most read of the letter, posted an item there
strong message.
6. If the product / service is likely to be promoted over the telephone (telemarketing), carefully select the person to be entrusted calls. Besides having a pleasant voice and brilliant, must have a certain mental flexibility and security in their own abilities, but also need to listen: listen to those who know their customers are able to satisfy them. If so, please contact a telemarketing agency.
7. Consider the possibility of initiatives bus mailing, mailing editorial, radio or TV promotions promotions.
8. Finally: among all possible strategies for direct marketing, there are some simple, free, and very effective.
The simplest is disarmingly up the phone and calls the 10 best customers.
Or go out and meet them.
If you're not yet a customer, please call 10 prospects, potential customers, people you met in the past and said they were concerned.
do not have to try to sell them anything. Explain that you have called to collect some of their feedback and suggestions. Ask for only what they need. Maybe it will take two days before you hear them all, but eventually you will have a number of useful inputs for the products and services you offer. Take an hour
time and put down a series of actions to be put in place in the coming weeks to create direct marketing campaigns, tailored to your business offer, the market (things change if we talk of the nation, province, city or the district), the means normally used (television, radio, websites, national press, local newspaper).
soon!
Antonio Ferrandina , Marketing Specialist
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