Page 208 - Duct Tape Marketing

192 Part IV: Getting the Word Out without Advertising

one-to-one marketing, but they each represent different roles in the direct
marketing field (see Table 13-1). For the record, here are the definitions:

ߜ Direct marketing involves a direct exchange between a seller and
a buyer — without the involvement of retailers, agents, or other
intermediaries.

ߜ Direct mail is a primary means of direct marketing communication that
involves sending ads in the form of letters, postcards, or packages
directly to targeted prospects.

ߜ Direct-response advertising includes ads that invite consumers to
respond directly to your business to take immediate action, such as
making a purchase or requesting additional information.

ߜ Direct sales means a sales transaction that occurs over a distance and
directly between the buyer and the seller. Mail order and e-commerce
are the primary vehicles for direct sales. (See Chapter 16 for information
on e-commerce.)

ߜ Database marketing entails compiling detailed information about cus-
tomers and prospects and then using it to create and send marketing
messages that are focused on the specific needs of these unique con-
sumer groups.

ߜ Telemarketing involves communicating with prospects and customers
over the telephone — via inbound calls made by consumers to toll-free
numbers that they see in ads, sales materials, or online, or via outbound
calls made by a business to the homes or offices of target prospects.

Table 13-1 Differences between Direct Mail and Mass Media

Direct Mail Mass Media

You target your prospects and send your You reach all consumers who read a
ad only to those consumers. publication, tune in to a broadcast, or
see an outdoor ad.

You can personalize each marketing You can target your message, but it is
message. very difficult (and expensive) to per-
sonalize it.

You determine your format and length, and You fit your message into available ad
can include samples, reply cards, or any units.
other item you feel will inspire a response.