Direct marketing is basically establishing a relationship with a customer on a more personal level. It can be used with existing or potential customers to generate sales or raise awareness. For a lot of businesses it is the most cost-effective type of marketing. Customers can be targetted with greater accuracy as people who are interested in the event can be sent the information needed. The reasons for using direct marketing can be to increase sales to existing customers, to build customer loyalty, to re-establish lapsed customer relationships and lastly to generate new business gaining more customers. Direct marketing can include the following -- e-mail
- through your letterbox
- to your face
- magazines
- text marketing
- leaflet drop outs
An example of McFLY direct marketing is shown above, before the tour was announced and most people knew about it, McFLY e-mailed their fans telling them that their was an upcoming tour. Therefore they are clearly not targetting anybody who wouldn't be interested in the event, as they have e-mailed everybody who is currently signed up to their newsletter. Also as I have previously bought McFLY tickets from ticketmaster, they have shown an interest and sent me an e-mail telling me that there is an upcoming tour. This is a good way to get across to the fans, as it is quite personal as it is giving fresh information!
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