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IMC Campaign (Direct & Internet)
Direct Marketing Campaign
The direct marketing portion of the campaign will provide personalized communications to customers. It will include direct sales, catalogs, email list purchases, direct mail, and telemarketing. The most traditional form of this is direct sales. Face-to-face sales will be key to engaging customers directly in stores through friendly and competent sales personnel. This will allow customers to have tangible interactions with the product and also associate the brand with a high level of customer service. It also provides an opportunity for customers to ask questions directly and receive a more intimate consultation in product selection.
Catalogs will be used to provide a more "portable" and adequate overview of all product offerings. Catalogs are also useful tools for tailoring product lines in direct accordance with customer preferences. Specific audiences who have shown a propensity to order via catalog will be the primary target of this strategy. CD-ROM editions of the catalog, not just print, will also be utilized to show the company's commitment to environmental responsibility and "green" operations. These will be very polished, innovative and interactive catalog options, designed to stand apart from...
List selection will follow the key demographics of the target audience and their personal tastes and preferences. All email campaigns will adhere to CAN-SPAM regulations and include links for opt-outs. This tactic will be used to help promote special sales and promotions and encourage the use of printable coupons. It will also be a means to boost newsletter sign-ups (for on-going dialogue between the company and the customer) and to increase traffic to the main website.
Direct mail will be incorporated, but not heavily. Direct mail is favored because it allows for highly-targeted market selectivity, personalization, flexibility, and testing and response measurements (as compared to print ads, for example). Direct mail response rates have tapered off in recent years; still, postcards will be used as a complement to the overall IMC campaign. Personalized postcards will be used sparingly to present new offerings and announce special events such as end-of-season sales. These will only be used at select times throughout the year.
Telemarketing will also be a direct marketing tactic. Success will depend on a strong…
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