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Elements and Performance Criteria

1. Develop direct marketing strategies
   • Develop customer acquisition strategies for numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget
   • Develop customer retention strategies on customer needs and wants, customer buying patterns, opportunities for upselling or crossselling, and customer renewals and reactivations
   • Develop customer loyalty strategies addressing relationship marketing objectives and contributing to longterm partnerships
2. Select direct marketing activity
   • Analyse changes in market trends to identify and select direct marketing opportunities
   • Compare advantages and disadvantages of types of direct marketing activities
   • Select most appropriate direct marketing activity
   • Match direct marketing activity to business objectives
3. 3. Produce direct marketing plan
   • Document direct marketing objectives and purpose
   • Analyse previous response data to determine performance gaps and required corrective actions
   • Calculate costs of direct marketing activities
   • Select methods to report and measure effectiveness of direct marketing activities
   • Assign responsibilities to team members for data capture and reporting
4. Produce direct marketing plan
   • Document direct marketing objectives and purpose
   • Analyse previous response data to determine performance gaps and required corrective actions
   • Calculate costs of direct marketing activities
   • Select methods to report and measure effectiveness of direct marketing activities
   • Assign responsibilities to team members for data capture and reporting