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The 10 Commandments of Direct-Mail Marketing

The 10 Commandments of Direct-Mail Marketing | Milestone 2 | Scoop.it
Whether you're presenting to clients, colleagues or the public, your presentations need to hit their mark. Be Sociable, Share!
Faheema Mehter's insight:

This article discusses the 10 commandments of direct-mail marketing. These include targeting, creating a powerful offer, crafting compelling copy and design, testing, tracking, trying something new, branding, preserving, solving problems, and the ease of responding. I completely agree with the author about creating a compelling copy and design. Most of the time, I'm one of those people that ticks the email and selects 'mark as read'. However, once every now and then, I tend to read through the email and go through the offers. I think this is because sometimes, the headlines grab my attention and I can't help but check the email. Also, when I read the email and something is on sale, I purposely make a trip to the store just to buy it. This is a direct-mail marketing strategy that consumers often fall for and for marketers, it is a successful strategy.

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Laura Jane's comment, September 26, 2013 6:36 PM
I agree with you Faheema. This also applies to letters we receive in the mail. If the letter or postcard is attractive, personalised and perhaps includes an incentive (like a special offer or a free sample) we are more likely to open it and read it and appreciate its contents.
Ruby Zhang's comment, September 26, 2013 7:59 PM
I agree, most the time people just delete those advertising mails, however, sales mail could track customers attention most of the times. therefore, marketers really need to think about what would grab their target customers' attention when they opening their inbox.
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2 | Scoop.it
Faheema Mehter's insight:

This article discusses IMC marketing campaigns that have been successful. These campaings include Kraft Foods, Popeyes, Dickies and Wheat Thins. Each campaign had the same look and feel online as they do offline. I think this is a very effective tactic as it is important to keep the message consistent. Keeping the message consistent helps engrain the message into the mind of the audience. Not only that, but consistency helps earn the trust and attention of the audience. If the message changes, it will confuse the audience as it will seem random to them.

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Alex Wang's comment, September 26, 2013 10:44 PM
Hi, Faheema. This is very smart for companies sending same important message in different ways. There is another good example, which is the Nike's Find Your Greatness campaign, it engages consumers with a 'possible to reach' image. It shows everyone has their own greatness, so I think the ads or marketing strategies can catch the human emotions will work much better.
Laura Jane's comment, September 26, 2013 10:59 PM
I agree it is very important to keep marketing campaigns consistent across all media channels. This will have to build an effective brand image or establish a particular message associated with a brand.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Milestone 2 | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...
Faheema Mehter's insight:

This article helped me grasp a better understand of a marketing communication mix. The mix is broken down into six elements which are then explained in detail. These elements are advertising, personal selling, discounts and promotions, public relations, direct marketing and event sponsorship. The sixth element - event sponsorship is a method that is debatable as not everyone agrees with it as being a method which is used to promote a company. However, I think it is a very useful element as it helps a brand become known. When I go to events I often note the sponsors of the event. It is something I do out of curiosity and there could be many people doing the same. When I come across a brand I have not heard of before I often put a note on my phone to look it up in my free time. I think by having their presence at an event, not only are brands likely to reach their target market but they are also on the path of being well established.

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Laura Jane's comment, September 26, 2013 7:34 PM
It is interesting that event sponsorship is an element that is often left out of the marketing communications mix. Events have the ability to establish an emotional connection with its participants which is arguably one of the most important factors of consumer engagement.
Alex Wang's comment, September 26, 2013 10:56 PM
Hey, Faheema! The sponsorship is a extremely efficient way to promote a brand. For example, there are so many brands sponsoring sport teams or any big events across the world. From those sponsorship, it can reach to the effort of promoting the brand to the worldwide because of the global TV broadcast. Like FIFA World Cup and the Olympics, so many brands want to sponsor this kind of events and the team who participates.
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Marketing, Sales, and Customer ExperienceOh, My

Marketing, Sales, and Customer ExperienceOh, My | Milestone 2 | Scoop.it
The tentacles of customer experience extend to marketing and sales in ways that unite them.
Faheema Mehter's insight:

This article was one that grabbed my attention and held on to it. I found it very interesting and it made me want to know more. I think this is because the author was sharing her experience and it was one that I can relate to. I agree with the author that the style of a salesperson can really pull u to a product. The example that the author used shows that the salesperson used direct selling and with the fun and engaging style of the salesperson the customer often purchases more then what they had planned to buy.Not only that but by remembering the customers name the salesperson 'personalised' the customer and remembers her name. After building this customer relationship the salesperson engages in direct marketing by sending invitations to special events that the customer would be interested in. I think this is an effective strategy and is a win-win situation for both the salesperson and the customer. 

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Ruby Zhang's comment, September 26, 2013 8:06 PM
yes, agree with you Faheema, the advantage of the direct marketing are the marketer or sales person will have the opportunities to get in touch with the customers more directly, they have the advantage of influence their customers more directly as well, so it is much more easy for the marketer or the sales person to create a on going relationship with the customers.
Florencelii's comment, September 26, 2013 10:15 PM
I agree with you, Direct selling is a really good way for the sales people to build relationship with the customers. And i like how you say it's a win win situation, they can also build a loyalty relationship. I think the sales people is representing their brand.
Alex Wang's comment, September 26, 2013 10:40 PM
Hi, Faheema. Good insight! I read this article as well, it did get my attention. Because I have worked as salesperson in the Christmas holiday. So I do agree with you and the author. Building a good relationship with customers, salespeople do need to step forward and learn more about what customers need and want.
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What's the best marketing communications mix for my brand? | Verve Marketing Group | Chicago Marketing Agency

What's the best marketing communications mix for my brand? | Verve Marketing Group | Chicago Marketing Agency | Milestone 2 | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever.
Faheema Mehter's insight:

I found this article to be a very interesting read. The tips highlighted in this article are very useful and I agree with the author that there is no "one-size fits all" solution to finding the right communication mix. Each brand has a different product, different audience and a different budget so each brand will have a different communication mix as well. In order to communicate effectively with the audience, brands need to implement a sound strategy while keeping their target audience in mind. Most brands try to use social media as a means of communicating with their audience, however, if the target audience is not using social media, the message will not be communicated effectively. 

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Laura Jane's comment, September 26, 2013 6:44 PM
I agree with your comment in relation to brands using social media as a main marketing tool to market their product. While this is important, it is equally important to establish your brand in the 'real world' to generate a following on social media. I like the articles focus on "back to basics" it keeps the marketing communications mix in perspective.
Alex Wang's comment, September 26, 2013 10:48 PM
Good insight, Faheema! I agree with there is no 'one-size fits all' solution. And you talked about the social network, you reminded me about the ones who do not use social media. I know there are still some people out there not using social media at all, so I think you said the message will not be communicated is right,