Direct Marketing and McDonald's use of Direct-Mailing

Résumé du document

Direct mail can be considered as any unsolicited printed material sent directly through mail, or somehow delivered to the prospective customers or contributors. Things like catalogs, flyers, newsletters or brochures or any similar promotional advertisements can be considered as direct mail. Prospective and existing clients can benefit from receiving direct mail advertisements. Prospective clients can benefit from awareness of a product or sales promotion that they may not have known existed.

Extraits

[...] First, a limited time coupon is important to stimulate initial sales in Mcdonald's products. By this time, customers are aware of the campaign and are confronted with a small incentive to participate in the promotion, which acts similarly to a salesman closing the sale by throwing in an extra little something. This can lead to a chain reaction of sales because once the consumer has their first game piece, or have won an “instant winner”; it is not unusual for the individual to get excited about the and return to McDonald's because they are either driven towards a certain prize, or are intending to exercise their “instant winner”. [...]

[...] To rent a list means that it can only be used once and that is it. Owners can protect against purchasers renting a list once and using it continuously by planting fake (decoy) names in the list that will advise them of who is using the list and if they have authorization to do so. Production and Handling: Once it is agreed that direct-mailing is going to be used, the next step is to decide on whether or not the company is going to handle the mailing themselves or hire this process out to a third party. [...]

[...] Creating a lottery is illegal therefore direct marketers must be careful in avoiding this mistake. For an offer to become a lottery three key factors must take place. First there must be an element of chance, an example of this would be a random selection or draw to decide a winner. The next element that must take place is consideration for the sponsor of the promotion. This could be accounted for by a purchased ticket where the consideration is direct payment, or by sending in a bar code of a product purchased from the company. [...]

[...] Therefore, if the company wants consideration and to offer a prize, no element of chance can be offered, mail in rebates fall into this category. If the company wishes to offer a prize and have a draw for that prize then compensation cannot be a factor, the purchase necessary” tag at the end of most promotional prize commercials or print ads now come with this as a direct result of this rule. Economic Impact Direct-mail is a $ 52.4 billion industry and is expected to increase to over $ 56.6 billion by the end of 2005. [...]

[...] This flyer should also be sent to the house as well as given out at the restaurants because not only do they want loyal customers to participate they are trying to entice new customers to choose McDonald's as their fast food choice. Increase Product Consumption: Encourage consumers to purchase more costly products like a large fries instead of a small fries or no fries at all. Drinks, fries, hash browns and McFluries are the products targeted for increased consumption per visit. [...]