Problem
Topic: Steps in Direct Marketing
All direct marketing messages contain an offer, typically consisting of a product description, terms of sale, and payment, delivery, and warranty information. In its offer, a successful direct response campaign must communicate benefits to buyers by answering the enduring question: "What's in it for me?" Also, many direct response offers include an incentive for responding quickly.
There are five basic steps in direct response marketing:
a) The establishment of objectives and strategic decisions.
b) The communication of an offer by the seller through the appropriate medium.
c) The response, or customers' orders.
d) Fulfillment, or filling orders and handling exchanges and returns.
e) Relationship building through maintenance of the company's database and customer service.
All of the variables intended to satisfy the consumer's needs are considered part of the offer. These variables include the price, the cost of shipping and handling, optional features, future obligations, availability of credit, extra incentives, time and quality limits, and guarantees or warranties. The offer is supported by a message strategy, a media strategy, and the database.
Because direct response messages are tightly targeted, they are often longer and personalized containing sufficient information to help a consumer make a decision. They also try to reduce risk, usually with guarantees or warranties.
a) Discuss the differences between a one-step offering and a two-step offering.
b) Why would you use one or the other?