Class 1 - Introduction to DM

Intro to Direct Marketing from Lindsey Fair

Important Notes & To Do's:

1. Next Thursday is show & tell day! Bring a sample mail, email, web, etc DM piece.
2. Next Thursday is also the Client Briefing - Come prepared.

Difference Between DM & Traditional / Brand Marketing

Direct 1. Selling to individuals with identified customers 3. Advertising is used to generate an immediate transaction 4. Repetition of offers, numbers, etc used within the advertisement 7. Distribution to door 9. Customer feels a high perceived risk 13. Marketing controls the product all the way through delivery

Traditional 2. Purchase action deferred 5. Mass selling 6. Selling to groups of people 8. Retail outlet is the marketplace 10. Marketer loses control as the product enters the distribution channel 11. Advertising used to build image, awareness, loyalty 12. Customer has direct contact with product before purchase