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Questio:
In this assignment your task will be to develop a Direct Marketing strategy for our client.
Suggested Structure
Situation Analysis
summary and examination of the market, company and clients product and/or service. Evaluate their current activity.
DM problem & Objectives
what is the problem and its impact on the product, consumer and competition. Objectives look at solving the problem and are SMART.
Target market
who is the target market for your campaign look at trends, attitudes, beliefs, characteristics and perceptions.
Consumer insight
what insight of the consumer are your tapping into?
Direct Marketing Strategy
Provide an overview of approach
Include the Direct Marketing timeline/plan
Define what media you will use and why. How will you reach your audience giveconsideration to the audience and the database are you using the database info effectively?
Include evaluation – how do you intend to measure this activity i.e., the metricsyou will use to demonstrate success of your campaign (remember DM campaigns can be measured).
Creative
Include your campaign creatives . What are your message tactics do they solve the problem. What is your offer and will it appeal to your target market? What is the message?
Conclusion-
summarise what youve recommended and hammer homewhy it will work.
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