Direct Marketing[直销]
Direct Response Marketing[直接反应营销]

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总结

什么是直销(Direct Marketing)? 释义

直销是一种让顾客对商品信息做出“直接反应”的营销模式, 它将商品信息直接传递给每一位终端顾客, 有时它又被称为一对一营销(One-to-one Marketing)。 它与传统的广告营销不同,它不用大众传媒(如报纸或电视)宣传商品信息, 它的产品或服务信息被直接传递给消费者。 这种形式的销售技术利用的促销媒介是,传单、宣传册、邮件、分类目录、印刷广告等,它们通过所谓的地址媒体(Addressable Media被直接投递给每一个潜在顾客。这些地址媒体包括,

  • 信函(直接邮递)。
  • 电话(电话营销)。
  • 人员(挨门逐户销售,聚会活动销售)。
  • 电子邮件(电子邮件营销)。
  • 互联网(锁定行为目标)。
  • 手机。

直销的基础是数据库里的大量顾客数据资料。 因此, 直销也被称为: 数据库营销(Database Marketing)。 这些数据库被反复检索,用以找出成功销售的目标顾客。


直销的一个相关形式是直接反应营销(Direct Response Marketing)。 和直销的不同之处在于,通过直接反应营销,顾客能够直接将他们对产品或服务的意见反馈给销售人员。 直接反应营销的常见形式是电视广告(Infomercials,观众可以借助电话或互联网直接表达他们收看电视广告的反馈意见。 报刊杂志附带的优惠券是另一种形式的直接反应营销。
 

直销模式的起源。 历史

研究人员发现,直销起源于中世纪的欧洲,并一直发展至文艺复兴时期。 在古腾堡发明了活版印刷术(1450年前后)之后不久,欧洲便出现了一份分类商品邮递目录。 现存最早的分类目录是Aldus Manutius of Venice(1498年),它提供的是价格低廉的希腊和拉丁作者的图书目录,每本书的价格都被清除地标注在目录上。


直销法的步骤。 流程

  1. 制定直销战略。 市场调研。 锁定目标顾客。 制定直销目的。 选择直销媒介。
  2. 沟通交流,传递产品、服务信息。
  3. 顾客做出反应,订购产品、服务。 公司派送赠品/试用品给顾客。 顾客注册购买公司产品、服务。 顾客成为公司的会员。 顾客出席公司产品、服务的展示会。 顾客索取更多的产品、服务信息。
  4. 实行。 顾客订货。 公司发货。 顾客服务。
  5. 数据库维护和客户关系管理。

直销的优势。 优点

  • 成本效益高。
  • 其有效性可以通过目标顾客和非目标顾客的购买行为来衡量。
  • 和顾客发生直接联系。
  • 顾客收到量体裁衣的商品信息。 方便。

直销的局限。 缺点

  • 有时引发批评(如垃圾邮件)。
  • 有可能侵犯隐私。 合法正规的直销公司应该给以顾客不接受商品信息(如邮递品)的选择, 还应该尊重由联邦贸易委员会(FIC)制定的谢绝来电电话目录(DO-NOT-CALL LIST,避免拨打上面的电话号码。

参考书: Edward L. Nash - Direct Marketing: Strategy, Planning, Execution

参考书: Bob Stone, Ron Jacobs - Successful Direct Marketing Methods


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关于Direct Marketing (One-to-one Marketing)(英语)的高级见解。在这里,您将找到专家的专业建议。


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有关直接营销(一对一营销)的各种信息来源。在这里,您将找到Powerpoint,视频,新闻等可用于您自己的讲座和讲习班。


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