Shannon E. Barry
AAD 610
MktgMediaComm II
Assignment B
2/10/2015
Lexicon & Marketing Strategy: Direct Marketing
Marketing Strategy:
Direct marketing is a marketing strategy that focuses on the customer. It is a strong approach that is “selling goods, or marketing directly to the customer” (dictionary.com). This plan utilizes many different ways to reach the customer. Such as, emails to previous customers, or working from a list of members (if the company has a membership incentive plan). Another is electronic marketing, as ads on the company website or on websites that customers often visit. Mail marketing is also used, it is an older strategy, but is still useful in getting the word out. Sending physical mail to customers’ homes or businesses can mention particular products or productions that the company is creating, or the mail can include coupons or other incentives. This seems to be the strongest of the various kinds of marketing plans because it reaches the actual, and potential, customer without spending time or money throwing a wider net of advertising. A few cases of direct marketing can show its effectiveness.
Oregon Contemporary Theater in downtown Eugene, Oregon, employs direct marketing in many different ways. They send mail to their customers, and particularly to any who are members (or hold flex passes). Another important type of advertising they use is email. They directly email their customers. They mention upcoming events or shows. The strategy is to reach out to customers through a type of communication they use daily. But OCT is careful about the number of emails they send out. If too many emails are sent, or advertisements arrive in the mail, people may lose interest or be annoyed by what seems like spam. With direct marketing a company has to be careful to not overwhelm their constituents.
I recently encountered another direct marketing strategy that was quite effective. There are Dutch Bros. Coffee all over Eugene. From my count there are about eight in the Eugene/Springfield area. Their marketing in general is already successful, and they have a stamp card program, called the “Dutch Mafia.” Once you buy ten of their drinks, you get one for free. The other day, I went and bough an iced coffee, and was given, along with yet another stamp card, a small ad for their “Dutch Luv Day.” A promotion they are hosting on Valentine’s Day, February 14th. If you were to bring in three cans of food, you receive a free medium drink. If you were to bring five cans of food you will get a free large drink and a “Dutch Luv” bracelet. All of the donations with go to and benefit Food for Lane County. This appeals to people who want a free drink, people who are associated with Food for Lane County, people who like giving to charity, and many others. It makes Dutch Bros. look good and philanthropic, it also brings them customers. Though this could fall under many different categories of marketing tragedies, to me it best represents direct marketing as I was directly handed the ad.
Lexicon Terms:
Communication — “The imparting or interchange of thoughts, opinions, or information by speed, writing, or signs” (dictionary.com). Communication is vastly important to society and to how we all interact. Communication at its most basic is just speaking face to face. The modes of communication have changed drastically since the advent of the internet. We can communicate different ways via telephone, email, texting, Skype, google chat, Facebook, twitter, Instagram, Pinterest, Snap Chat, Tumblr, Vine, blogs, it is a truly inexhaustible list since new technologies are created constantly. People have preferred means of communication, many people in the younger generations prefer texting and other electronic methods than actually speaking with anyone. There are also different etiquettes to different forms of communication (you need to word emails in a certain manner, you need to be good at leaving voicemails that aren’t too long, never use text abbreviation for anything, etc.). Communication is essential to all types of marketing, you (as a company) are communicating to your customers on a daily basis.
Connections — “Association, relationship” (dictionary.com). Connections, or links, are important for all parts of life. When thinking about advertising and marketing, a company may want to make connections visible (or implied) with another well respected or known company by using a similar logo, or showing that their models of business are related. Connections also make me think of networking. Making a connection with someone in the field of work that one wants to be in is a great way to get into the particular job market. Marketing is making connections.
Convergence — “to tend to meet in a point or a line; incline towards one another, as lines that are not parallel” (dictionary.com). I automatically think about when people’s ideas converge or when people work together to get to the same end. Convergence when talking about art may mean that two artists who come from different places and backgrounds end up being inspired by similar things and create similar art, even though there are vast differences in their lives and perspectives. With marketing, convergence seems to be the point where the advertising and the customer (who is interested in the product) meet.
Environment — I automatically think of nature and the world around us. I think of environmental policies, ecology, and all associated sciences. But it does not have to be nature. A classroom is an environment, and one specifically for learning. A studio can be an environment for art. It can also be something that influences those associated with it. If I was creating some kind of art outside, I might be moved by the weather or the trees, if I was inside the library i may be inspired by the quiet clacking of many keyboards.
Technology— “The branch of knowledge that deals with creation and use of technical means and their interrelations with life, society, and the environment, drawing upon such subjects as industrial arts, engineering, applied science, and pure science. The application of this knowledge for practical ends” (dictionary.com). Computers, cell phones, tablets, the list of technology that we use every day grows constantly. Technology is what is changing our world day by day. As more advanced technology comes out it changes our ways of communication, learning, advertising, etc. Transmedia immediately comes to mind. With more and more platforms share information on, each can become a new way of showing art, advertising an art show, or sending pictures of an event. Technology provides a mode for marketing. It sends information through emails, texts, online ads, snap chats, and new ways of communicating every day.
Transparency — “Having the property of transmitting rays of light through its substance that bodies situated beyond or behind can be distinctly seen” (dictionary.com). Can apply to both the physical definition and referring to a person/personality. Openness, honesty, ability to see through something physically, easy to tell how something or someone works. It is utterly important to our current society. People, agencies, schools need to be transparent. In the physical context, it is the ability to see through something (which could relate to some design aspects). Transparent can be used in different ways in various contexts. When it comes to marketing, transparency can refer to openness about strategies and who the marketing is trying to reach.
Relationship:
These Lexicon terms relate to each other as well as to direct marketing. Communication and connections link with all of the other terms; communication needs to be transparent to really work and create connections. Those vital connections and communications have to happen in a particular environment, the right ad in the right time and the right place. Most importantly, technology is necessary for direct marketing to communicate to its modern customers, and to make immediate connections with them.
Direct marketing is a strong way to advertise and to reach your customers or audience. With direct marketing connections are important. You are making a direct and explicit connection with a customer by sending them an email, something in the mail, or quite literally handing them an ad or a coupon. Connections need to be made in order to market your product effectively.
Communication is also essential to marketing, any type of marketing. With the direct strategy, you are actively communicating on a personal level between a company/provider and the customer. By sending an email to a personal address or mail to someone’s home, you are communicating to them that they are important to your company as a customer and part of their organization. This seems to be why direct marketing works so well.
Convergence; when two things converge or meet at the same point. Convergence is necessary for marketing. The company creating or promoting a product needs to directly reach the potential customers who want that product. These things need to come together at the right time, and the right place, convergence creates opportune moments for the consumers and producers.
Environment factors into direct marketing in a similar way to convergence. An appeal to buy a product, or to attend a show needs to be presented in the right way at the right time (this is constantly important). Direct mailing may be the best strategy for certain communities who like getting mail and physical coupons or tickets in their hands. Emails may be a better strategy for a more technologically oriented audience. Other types of direct marketing also depend on placement and timing. Being handed an ad in person may only work in certain environments or communities. The companies need to operate certain ways in certain business environments.
Transparency is vastly important to marketing. Direct marketing is very transparent to me. The company is actively contacting you to try to get you to buy something. They are very openly saying that ‘you a customer that we want to buy our product, so we decided to contact you directly.’
Technology effects every single part of the marketing process. Creating marketing materials with new technologies, using certain technology to create less expensive marketing materials is common. The channels for direct marketing have changed with the creation of new technology. Mail was once commonplace, but now emails, text, and online ads are used more often. They reach people on their smart phones, tablets, and computers that they use every single day. Technology has only made direct marketing even more direct and instant.
Direct marketing is a strong marketing strategy. It reaches customers and consumers on a personal level. For this approach mail, email, texting, online ads, and physical ads are directed at customers who are most likely to consume a certain product. This particular tactic (and all of its incarnations) obviously works.
Bibliography:
- https://blogs.uoregon.edu/sbaadportfolio. Accessed 2/10/2015
- http://dictionary.reference.com/. Accessed 2/11/2015
- Marketing Strategies. (Jan/26/2015) In-class notes. AAD 610, Winter Quarter 2015.