The Things That Matter In Direct Marketing

This week I had to consider one of the websites that I have been following and researching in order to learn about direct marketing. Of the three that I had chosen (Amazon, Vista Print, and Pink Zebra Home), I decided to focus on the company that best exemplifies good direct marketing strategies - online and offline.

At the offset, I mention that my affiliation with the company not be taken into consideration because due to this being a class assignment it was important that I be objectionable. Therefore, I was looking for things that could have been done different in the way of marketing, but instead I found myself even more impressed by Pink Zebra Home the company.

Looking at their offline direct marketing strategies first, considering an email that was sent to me in regards to an order that I started but never completed, not as a consultant but as a customer, I am impressed that they kept track of the items and then reached out to me to see if I still wanted to purchase those items before they are no longer available considering that the catalog of scents are preparing to change in about a week.

If you have received any emails from Pink Zebra, you would notice that they make it easy for you to contact them. Their emails are interactive where you can click on them and be taken directly to the order page. You can also opt out from receiving the emails if you no longer want to be bothered. This all shows that they are CAN-SPAM compliant which is a government requirement for all marketing materials.

Now taking a look at their online direct marketing strategies by means of their website, they show that they understand the marketing mix that is used for direct marketing programs. It is slightly different from the 4P's of the traditional marketing mix (Price, Product, Position(place), and Promotion). The marketing mix that supports direct marketing programs are the offer, the list, the media used, the creative execution, and the service support.

One visit to the Pink Zebra website (www.pinkzebrahome.com/ESSENCEdePinkbyJodiLynn) shows that the company has a lot of product variations to offer to those who enjoy fragrances and home decorations. They are easily accessible from computer, tablet or smart phone. They are very creative in how they present their product whether using email service providers or by allowing the consultants to create their own marketing materials to be used on the social media sites.  Also, the website is very interactive and easy to use. One of the things that I really like about the website is that you don't have to guess at the prices of the product. Everything is right there and easily navigable.