Elements and Performance Criteria
- Develop direct marketing strategies
- Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget
- Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations
- Develop customer loyalty strategies that address relationship marketing objectives and contribute to long-term partnerships
- Select direct marketing activity
- Produce a 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 capturing and reporting