Currently, one of the most effective methods of selling goods is direct marketing. This technique assumes direct interaction between the seller and the buyer.
Direct marketing concept
Direct marketing is the art of directly influencing consumers to sell goods or services, as well as developing a sustainable relationship with a client. Direct marketing is often viewed by professionals as one of the marketing communications tools, rather than a form of retail. Direct marketing has several areas: mail order, catalogs, telemarketing, and e-commerce.
The main directions of direct marketing
The postal direction, also called "direct mail", is marketing carried out through the distribution of postal items (advertising letters, brochures, samples) to potential customers.
The text of the letter should be such that the first 2-3 phrases contain the main essence of the proposal, and the benefit is visible to the reader. After a potential client is interested in the first letter, he receives a second one containing more detailed information about the product or service.
Directory marketing is a form of direct marketing that is done through directories sent or handed over to potential customers. Catalogs can contain several sentences at once, published in the form of a short list so that the reader can highlight the most suitable products or services.
Telemarketing is about using the phone to sell a product to customers. To do this, firms use toll-free telephone lines to get in touch with customers and provide them with advertising information about products and services. This type of direct marketing is effective for selling mass-market products and works well in conjunction with television and radio advertising.
Television marketing and radio marketing are types of direct marketing carried out through television or radio by displaying and delivering advertisements that require a direct response (for example, the first consumers who call a company after hearing or seeing an advertisement will receive preferential terms of purchase). There are dedicated television commercial channels for selling bargain-priced merchandise at home.
E-commerce is a method of direct selling, which is carried out through a two-channel system that connects consumers with a telephone or cable line to the seller's electronic catalog. The client contacts the seller using a special control panel connected to the TV, as well as through a personal computer. This allows him to clarify the subject of the purchase, find out the price, terms and other conditions for receiving the goods (home delivery, visit to the store, etc.).
