related with Direct Marketing

1. ADNAN PERVEZ ZAFARULLAH SHAR
ROOMASAAYAZ
GROUP MEMBERS
MOHAMMADWAJAHAT
SIDDIQUE

2. NAME: ADNAN PERVEZ
REG: 1511-212-003
BBA : 9TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT

3. What are lists?

4. List are the selection of:
Names
Addresses
Emails
Telephone
 Concepts of prospects & customers, who could
be targeted of an offer to purchase a product or
service.

5. Example :
Nescafe did their direct marketing campaign
by offering coffee for free of cost to those who
have registered their names and mobile no
with the marketers.

6. Difference B/W Prospects &
customers
Prospects :
Probability
Possibility
A person regarded as likely to succeed or as a
potential customers, clients, etc.
Potential customers or clients qualified on the
basis of his or her buying authority.
Financial capacity & willingness to buy also called
sales lead.

7. Customers :
A customer
Client
Buyer
Purchaser
Is the recipient of a goods, services, products,
idea, obtained from a seller, in vendor, supplier
for a monetary or offer valuable consideration.

8. Set of lists :
The set of lists a firm selects for its direct
marketing effort, the single most important
factor in determining the success or failure of
any direct marketing campaign.

9. Storage of lists :
Lists are usually stored in a computer
database that contain a series of names,
addresses & other information.

10. Example of storage :
APTECH (EDUCATION OF COMPUTER)

11. Are the lists valuable :
Yes
Lists are valuable because they are structured
collection of records, about customers &
prospects for use in both identifying market
segments ranking customers based on
expectations about how responsive those
individuals to be offer.

12. TYPES OF LISTS
RESPONSE LISTS
COMPILED LISTS

13. Response lists :
response lists are based on the product or
services interests of the persons on the list.
Names on response lists are derived from a
company’s files.
A firm’s own customers is called house list
It contains info such as names & addresses of
particular consumers or businesses that have
specific product or service purchase histories
based on responding to direct response offers.

14. Compiled lists :
Compiled lists include people who may not be
willing to buy direct but who have some
identifiable characteristics that make them good
prospects for becoming customer.
These characteristics can include,
Occupation
Subscriptions
Club membership

15. NAME: ZAFARULLAH SHAR
REG:
BBA : TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT

16. How direct marketers segments lists?
They are using combinations of personal
characteristics or buyer behavior for
predicting a response to an offer for a product
or service by segments consisting of potential
target audience members.

17. Advantages of list management &
segmentation
 Lists management & segmentation allow marketers to
promote only to those people from whom they expect
response rate greater than that from the population in
general.
 List segments can also be used to split a list file into several
smaller homogenous files.
 So that, a firm can send a mailing only to individuals
expected t be profitable.

18. NAME: MOHAMMAD WAJAHAT SIDDIQUI
REG: 1511-312-022
BBA : 8TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT

19. RENTING A LIST
1) LIST BROKERS
2) LIST COMPILERS
3) LIST MANAGERS
4) LIST RENTAL AGREEMENTS

20. RENTING A LIST
 Nearly all of the lists a company uses outside of
its own house list are rented lists.
 However, many of the lists a firm rents are
actually the house lists of other companies,
available for a fee.
 Other , less common ways to get lists are to
purchase them or to exchange lists with another
firm.

21. LIST BROKERS
List brokers rent list to firm for list owners.
The vast majority of all list rentals are made
through brokers.
The list renter pays a fee to the list brokers for
the use of a list, and the list owner receives
that payments less the commission the list
broker takes for its services.

22. LIST COMPILERS
 List compilers create lists from such sources as
telephone directories and census data.
 They then organize those lists into groups of people
or business having some common characteristics
such as: Household with above average incomes or
business with more than 1million employees.
 A popular approach to list creation involves building
a list by segmenting out groups of households or
business from large master files.

23. LIST MANAGERS
List managers represent the interests of list
owners and are considered experts who
understand how to get the most out of lists.
They interact with the list brokers and keep
track of all aspects of the process relevant to
the owner.
Compare to list brokers, list managers are
more likely to recommend only the lists they
manage.

24. LIST RENTAL AGREEMENTS
 The most common list rental agreement is for an
agreed number of uses.
 Beyond that , only those people on the list who
respond to the firm’s offer can become part of the
renting firm’s customer database.
 To ensure that a renter does not use a list more than
the agreed to number of times , list monitor insert
phony names and address their lists so that those
names can be monitored.

25. NAME: ROOMASA AYAZ
REG: 1511-312-010
BBA : 7TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT

26. Inspirational quote

27. LIST SEGMENTATION
 When a firm decides to
mail an offer to only a portion of
a list rather then the whole list,
that process is called list
segmentation.
 List segmentation allows the
direct marketer to define groups
of individuals according to
estimates of future offer
responsiveness and profitability.
 The purpose of list
segmentation is to increase the
response rate to the offer a
Campaign makes.

28. Marketing quote

29. CHARACTERISTICS
OF SELECTING
CONSUMERS LIST
 According to Burnett,
Ed. There are four main
criteria in selecting
consumer lists.
 Demographics
 Psychographics
 Mail-order
characteristics
 Physical
characteristics

30. A Comprehensive Consumer Database
Name
Address/
Zip Code
Telephone
Number
Length of
Residence
Age
Gender
Marital
Status
Family
Data
Education
Income
Occupation
Transaction
History
Promotion
History
Inquiry
History
Unique
Identifier

31. Customer service
quote

32. What Are the Benefits of List Segmentation to Direct
Marketers?
Tracking
Targeting
Split testing
Follow-up sales

33. TRACKING:
Segmenting your list allows you
to more accurately track where
your sales are coming from. If you
send marketing letters or emails
to your entire list, you may not be
able to determine which of your
letters generates sales. However,
if you place a tracking code on
each letter or email you send to a
different list segment, you can
use responses to identify which
segments of your master list
respond to particular offers.

34. TARGETING
By analyzing which
segments of your list
respond to particular
marketing letters or emails,
you can refine your
marketing approach to
create customized emails
and letters for each
segment of your list.

35. SPLIT-TESTING
Segmenting your marketing
list allows you to split-test
your marketing efforts to
refine your approach and
generate more sales.

36. FOLLOW-UP SALES
You can use list
segmentation to generate
sales of follow-up products
to your list members,
instead of simply offering
the same products to all of
the members of your list
at the same time.