直复营销概述.pdf

1. Successful Direct Marketing: An Introduction to Direct Marketing Essentials 直复营销概述 Direct Marketing Association ©1998-2010©1998-2010 Smith Smith BrowningBrowning Direct, Inc.Direct, Inc. All RightsAll RightsReserved. 1 Presented by: 主讲 Beth Smith 贝斯·史密斯 Owner, Smith Browning Direct, Inc. 史密斯布朗宁直复营销公司所有人 Educational Director US DMA Direct Marketing Institute 美国直复营销协会直复营销研究所教育董事 Ashleigh Sawdon 阿什莉·索顿 President, The APG Group APG集团主席 Senior Instructor US DMA Direct Marketing Institute 美国直复 营销协会直复营销研究所高级讲师 Direct Marketing Association ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 2 一、直复营销 Direct Marketing is any direct communication designed to generate an immediate response 。 1.直复营销概念 直复营销是旨在产生即时响应的直接沟通方式 a direct order, a sales lead, or traffic for a business or website 如：一份订单、一条销售线索，或者业务交易量、网站访问量 Direct Marketing must also be consistent with the brand image. 直复营销应和品牌形象保持一致。 Direct Marketing Association ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 3 1-step or 2-step marketing? 2.一步式营销与二步式营销 1. 1 step marketing 一步式营销  The sale is achieved in 1 step. The recipient receives the promotion and directly orders the product 销售活动一步就能实现，营销活动后顾客直接订购产品。  Usually used for simple products 一步式营销通常用于销售一些简单商品。 2. 2 step marketing 二步式营销  Used for more expensive or complicated products 二步式营