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The usefulness of direct marketing

During the day, we are constantly impressed by advertisements on TV, in the underground, on the radio, in newspapers, emails, etc. This kind of marketing, that uses different channels to promote services or products, is called DIRECT MARKETING.

In this way, it is possible to have a lot of success because there is a direct contact with the customer.  Moreover, the company can measure the success of the promotional campaign because the reaction of the clients is immediate. This system is the best way as it allow us to immediately analyse the success of our operations. If you choose this system there are a few characteristics to take into account: The communication has to be clear, attractive and incisive. Choose the right media and the right mix among that and aim at experiencing. The most important thing at the moment is for people to rediscover the feelings through action. Nowadays, technology is ruining relationships and people often do not pay attention to what surrounds them. Therefore, the direct marketing uses a lot of different channels to communicate with the clients in order to find the most incisive media for every kind of people. The main aspect is “call to action”, which means to convince the target that they need the services or products. This is why every promotional campaign should feature a specific call to action. In this process, several factors matter: the target, the media planner or analyst, the list broker or compiler and the telemarketing executive. The target is the most important feedback because it determinates the planning of the campaign; from the media selection to the selection of the messages. The media planner or analyst has to identify the channel of communication, procure a list about the place to print the advertising and find the right time on the radio and on TV to communicate the messages. Furthermore, he has to create the marketing materials for the promotion and then analyse the results of the campaign and give the advice. The role of a list broker is to find data from public and commercial resources and create a mailing and a database. He also has to buy or sell the lists to the company, help them to choose the best out of them and then to plan the actions. Finally, the telemarketing executive has to plan, organize and manage the company’s telemarketing operations, write the telemarketing script, coordinate the call centre and train it. This system is chosen by a lot of companies because it is very efficient and allows you to change the strategy during the promotional campaign.

This technique is used in a lot of fields of marketing, for example to promote an internship and to recruit new partnerships. At the beginning, you have to identify the right target, if it is a potential one. You have to create a database with all the information about the clients and the best proposal according with the offer of the company. Another task of yours is to call the international office, it is better to explain the project and to know the conditions of European citizenship. There are a few devices to pay attention to because the first impression is the most important, especially when you call and do not have an eye contact with the client. The best recipe is to plan the timetable according to the opening hours of universities, to be multilingual and to be reactive and answer all the questions. The communication has to be clear, concise and positive. Change the negative sentences in affirmative ones and finally, the most important thing is to draw the client’s attention within ninety seconds. This is the main problem because the success or the failure of the conversation basically depends on this. There is not only one way to have success in the direct marketing, but everyone has to find the best way to achieve their goals.

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