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Marketing Direct to Consumers - Facts:

Telemarketing Phone people on lists. Secondary Data Obtain lists from companies like Dun & Bradstreet. Coupons & Ads The prospect responds to an ad or redeems a coupon that the pharmaceutical industry has profiled every physician in the country according to opinion leadership.

 

The leaders are more open to new products and also are more likely to influence colleagues. Referrals are names of leads provided by a qualified prospect. This method can be very effective, since qualified prospects tend to associate with those who have similar attributes. Furthermore, compared to cold calling, the referral is likely to be receptive when the sales-person mentions the name of someone they both know.

 

Exhibitions are an important way to obtain leads. About 85 percent of attendees significantly influence buying within their firm. This also is an inexpensive method. It costs 70 per-cent less to close a sale with these leads than with others. In 1997, approximately 726,000 people visited the Detroit Auto Show. An estimated one million attended the Chicago Auto Show that year, one of the largest and most prestigious in the world.

 

Participants included both domestic and foreign automakers as well as specialty manufacturers and retailers. Nearly every industry sponsors was at the trade show. Large halls such as Madison Square Garden in New York City, the Omni in Atlanta, and McCormick Place in Chicago provide facilities for thousands of organizations to display their products and obtain leads. Networking involves contacting friends, relatives, and associates to obtain leads.

 

Successful salespeople in most fields find this an important part of their business. Amway Corporation has had great success obtaining sales through networking. The company uses a system of independent agents who sell home care products directly to consumers. The agents obtain from customers the names of additional leads to contact 3' Amway has had incredible success globally. In Japan, for example, it distributes about 130 consumer products through 980,000 distributors. Worldwide sales for fiscal 1996 were estimated at $6.8 billion.

 

Telemarketing uses phone calls to contact lists of leads provided by marketing services and various directories. Organizations such as Dun & Bradstreet and Information Resources, Inc., provide listings of nearly every private and public organization as well as the name and title of executives, managers, and buying influencers. Many marketing services contact these leads to determine the types of products they purchase and other information. These interviews are then turned into lists of prospects and sold to various marketing organizations.

AT&T has its own staff of telemarketers to find small business prospects for its products.

 

More about Marketing Direct To Consumers.   See also: Email Marketing Online and Full Color Post Cards.

Response Makers - Marketing Direct to Consumers