BSBMKG509: Implement and Monitor Direct Marketing Activities

This marketing management project examines direct marketing strategies, including internet marketing, face-to-face selling, and direct mail. The assignment details a student's past experience with Canva emails, discussing campaign success, improvements, and the use of HubSpot CRM. It explores the importance of monitoring direct marketing campaigns and outlines criteria for determining campaign success, focusing on ROI. The project further describes a direct marketing campaign using direct mailing, advertising, and online marketing, detailing budget allocation, campaign schedule, and strategies for addressing both over-performance and under-performance. The analysis highlights the benefits of segmentation, targeting, and real-time decision-making, alongside accurate budget management and successful campaign execution. The project adheres to the BSBMKG509 unit requirements, providing a comprehensive overview of implementing and monitoring direct marketing activities.

Running Head : MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author Note

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Assessment Part 1:
1. Outline 3 different direct marketing strategies?-
The direct marketing happens when the producer actually connect with the end -user who
could either be a consumer or a business. The direct marketing actually applies to the service
and the product oriented businesses (Deepak and Jeyakumar 2019). Three types of direct
marketing are the internet marketing, the face-to-face selling and the direct mail. The face-to-
face selling is found as the most traditional direct marketing that involves the force of the in-
house sales contacting the established and the potential consumers (Chernev 2018).. The internet
marketing is through the online advertisings and the direct mailing is sending individual mails to
the existing clients and other contacts.
2. What direct marketing have you done in the past? –
In past, I have used the Canva emails in their simplicity. It is when they create a new
type of design and then advertise to all of the subscribers through sending an email to inform
them.
a. How successful was the campaign? If yes, what made it successful?-
We have been in love with this online marketing tool since it has been useful in letting
people create great infographic designs that complement perfectly the content. We also believe
that the emails are huge examples of the direct marketing. The campaign had been extremely
successful and people were found to be well- influenced with the campaign.
b. What improvements would you make?-

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As an improvement, I will add more people in my contact list and develop its as much as
possible. I will take the customization further and then find some users who are interested
genuinely in the product. In order to get the leads, I will also try an inbound marketing campaign
founded on the content.
3. Discuss what client management system (CRM) you use to manage your clients?-
I have used the HubSpot Client Management System which is such a piece of software
that is one of the most powerful systems one can invest in. The combination of the inbound
marketing along with the CRM process has ensured that the customer base is growing and
healthy too.
4. How do you use software for your direct marketing campaigns?
I use the CRM software in the inbound marketing that has allowed me to have a CRM
stack with the wide-reaching visibility on the activities of the customers, the standardizations, the
associated records and the measurable pipeline of sales.
5. Why is it important to continuously monitor your direct marketing campaigns?
It is important to monitor the direct marketing campaigns continuously for assessing
whether one is receiving a return on investment and at the same time accomplishing the
marketing goal. It is required for knowing what forms of the marketing is best for the company
and its future improvements.
6. What criteria would you use to determine if your campaign is successful?
I would use the ROI or the return on investment for measuring the sales revenues brought
by a company on each of the dollar that is spent. This is probably the best KPI for measuring the

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effectiveness of all of the marketing campaigns since it measures the quality of the leads
generated by these campaigns.
Assessment Part 2-
Task-1
1. The direct marketing campaign is well described in the form of the information sending, the
announcement of the product or the sale, some different type of the communication, the service
reminder at a specific electronic address or a particular street (Johnsen 2018). I have decided to
use the direct marketing campaign through the direct mailing process, advertising and online
marketing. I have chosen direct mailing for starting out with a modest length mail in order to
observe the responses and ensure that one can handle it quite expeditiously. The internet
marketing and advertising will be used through the internet to prompt the sale of the service and
the sale of the targeted audiences (Kotler et al. 2018). The internet marketing will help in
entertainment, the information and the shopping to the customers. It will be conducted on a
known target mass of people having acquired a mailing list and developing the mailing materials
such as reply card, flier and the direct-mail letter. There should be equal responses from people
who received the mail to evaluate it quite effectively.
2. Budget
Internal staff
only
The external
outsourced
The internal
staff with
external help
No resource/no
planned spend
advertising 11% 51% 33% 5%

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Digital
marketing
23% 32% 43% 2%
The market
intelligence
57% 14% 26% 3%
The public
relations
21% 22% 43% 14%
Mobile and SEO 61% 25% 38% 50%
3.Each party has been briefed on the timeframes, the budget, the roles and the responsibilities
through a conference and couple of team meetings. They also received official mails regarding
the time- limits, their roles and the tasks they are supposed to complete.
4.Schedule
Activity
Feb
2020
Feb
2020
Marc
h 2020
Marc
h
2020
Apri
l
2020
April
2020
Determination of the objective 
Development of the communication
strategy
 
Forecasting, costing and budgeting 
Turning strategy into the action
(selection of the target audience,
selection of the suppliers, briefing of
  

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the suppliers)
Campaign development
(development and planning of
production, selection of names and
addresses for mailing)
 
Campaign implementation  
Production and dispatch  
Response handling and the follow up  
The post campaign analysis 
5. In the event of over-performance of the campaign, I will make the content of the advertising
and the mailing better. I will make sure that the sales letters are written in a creative manner that
will be one good opportunity of selling. It will be written in the best possible way in the manner
of explaining the benefits of the product to a friend. The letter will have the best first paragraphs
and will use subheads, boxes and bullets making an offer. The insertion of the replay cards
attached to brochures on which the person’ name, address and phone number will be written.
6. In case of the campaign’ under-performance, the decisions made for providing the expected
ROI of the marketing activities, we followed some way outs. We decided to dedicate more time
and resources for establishing the links between sales results and the marketing activities. We
made use of the CSR solution and the marketing software to align both in a service–level-
agreement. It will be useful in seeing how many leads and the customers are generated through
the marketing activities (Ellram and Murfield 2019).

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Task 2- The best part of the direct marketing campaign was the segmentation and the targeting
part. We could reach the particular audience segments with some of the personalized messages.
We had invested good proportion of time in the research for identifying the consumers who were
most likely to convert and directing all of the efforts to the actions that actually work. We could
also measure the results directly those were up to the expectations. It helped a lot in making the
decisions in the real time. The budget was accurate for the campaign and surprisingly all the
expenses were under the estimation. Every planning of the campaign was executed successfully.

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Reference
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Ellram, L.M. and Murfield, M.L.U., 2019. Supply chain management in industrial marketing–
Relationships matter. Industrial Marketing Management, 79, pp.36-45.
Johnsen, T.E., 2018. Purchasing and supply management in an industrial marketing perspective.
Industrial Marketing Management, 69, pp.91-97.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing management: an
Asian perspective. Pearson.
Zimmerman, A. and Blythe, J., 2017. Business to business marketing management: A global
perspective. Routledge.