BSBMKG409 - Netflix Direct Marketing Campaign & Offer Design

This assignment outlines a direct marketing campaign proposal for Netflix, detailing strategies for customer engagement and offer design. The campaign focuses on utilizing various marketing channels, including direct mail, email, and telemarketing, to reach potential customers. The proposal includes plans for collecting customer feedback through response forms and surveys to improve Netflix's content and service. It also addresses challenges such as high response rates with low profitability and suggests solutions like targeting responses from existing Netflix users and offering incentives for larger orders. The marketing approach emphasizes one-step selling, allowing customers to place orders through multiple channels, with payment upon delivery and customized service presentation. This document is available on Desklib, a platform offering a wide range of study resources for students.

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Question and Answers
Name
Institution

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1. The product in the focus of my direct marketing campaign is Netflix. Netflix is a
streaming provision that permits their clienteles to lookout for a comprehensive
assortment of esteemed television shows, flicks, films, and supplementary on a variety of
devices that are connected to the internet (Wang, 2017). Netflix allow their clients to
have a boundless watching of its content minus having to be interrupted by a solo
advertisement or commercial.
2. In conjunction with Netflix, I would supply free access to content that may attract the
clienteles such as variety of related films and shows, and absolutely free trailers for other
movies of the same category, and in other cases, a link to movies that well-known
cinematographers have featured in.
3. I would consult with my team on reply exhibiting, marketing driven by data and
unswerving correspondence marketing, electronic mail, telemarketing. Also for our own
good, we will together deliberate on digital incorporation, shortest reply inventive, Omni-
channel marketing, and databank subdivision.
4. When completing a response form, a customer must fill all the blank spaces that are
starred including how frequent their usage of Netflix is, for example if they use it once in
three days or once a week or less than thrice a week, who recommended Netflix to them
for instance if it is their friends/family/colleagues or if they saw an ad on social media,
what shows and films they prefer for example Bollywood/Hollywood/Dollywood movies
or family TV shows/Celebrity shows, and the package they have currently subscribed to
whether it is a one month subscription, three month subscription and so forth.
Clienteles ought to provide information on ways in which Netflix can improve its content
display so as to provide exceptional services. Also they can specify the shows, films and

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flicks of their preferences (Karger, 2011). They should also provide information
regarding any trending show that Netflix has not yet provided for their viewing
information on the nature of content display (Full HD) or according to their needs.
When selecting a payment method, clienteles must consider paying according to their
package of subscription and use payment methods such as debit or credit card, PayPal,
CD leasing strategies and streaming payment strategies. A customer is advised to use the
most convenient of ways to pay so as to avoid any inconveniences that may arise from
using an unfavorable payment method.
5. Types of offers to potential customers may include prompt streaming television shows
and flicks, and DVD leasing by correspondence. Other offers may be allowing regulars to
look out for whatever show or film they desire, whenever it is convenient for them and at
reasonably within their resources costs.
6. Offer options provided to customers would encompass paying less for more which means
the rates of the various subscription packages will be relatively lower compared to the
content the customers would be able to access, and getting free esteemed or on high
demand TV shows of their choice for every subscription package they pay for. For
instance, if a customer pays for three months subscription he/she will get three of the best
trending TV shows free.
7. Customers may provide their feedback on direct offer options through usability tests and
customer feedback surveys. Usability tests generally exposes issues the customers are
ignorant about as they are struggling with and typically delivers a perfect track to create a
better experience. Customer feedback surveys on the other hand, have potential questions
and answers for the clients to pick their position.

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8. Means that will be used to follow up on customers regarding their feedback include
rewarding the most frequent customers as provided for by the usability test and
improving content based on responses on the customer feedback surveys.
9. Since feedback on Netflix was mixed, modifications to be made include reducing the
costs of the various subscription packages and providing content that is preferred by a
majority of customers.
10. The problem of high response rate and low profitability would be solved by creating an
environment where the only people providing responses are the ones that have used
Netflix at least once in their lives (Hawlk, 2017). This would deter responses from people
who have yet to try the Netflix experience from responding to the emergent issues on
Netflix.
Low average order value may be solved through providing offers that would motivate
customers to place big orders for instance bringing in the aspect of paying less for more,
in that the bigger the order the lesser the cost or rates of payment.
Low response rate and high cost per response as a challenge may be solved by lowering
the cost of responses by minimizing the amount of data used to submit responses and
coming up with strategies to increase the response rate such as offering discounts, gift
vouchers, and airtime to those who complete the response surveys.
11. I would choose one-step selling.
On ordering, the customers would either place their orders on the Netflix website,
Facebook page and other social media pages, through direct electronic mail, via
telephone calls to the Netflix customer service desk and on links that will be displayed at
the end of each and every film or TV shows.

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Delivery details would be given after the order has been placed. For instance the
customer placing the order has to give details of his/her location, date of delivery, time of
delivery, content to be delivered, how the content would be displayed, and other
specifications. Payment would be on delivery so the customer has to give details on how
he/she would pay if it is by PayPal, debit or credit cards or any other mutually accepted
means of payment. Presentation of the service would be as preferred by the customer.
The Netflix service provision, however, will not permit for ads and commercials to be
included in their content. Content displayed would be as exactly as ordered by the
customer. In any case, in need be, additional content provided would be only to the
benefit of the customer and not inconveniencing them whatsoever.

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Bibliography
Chadwick, Seri., Desbordes, Mola, & Chanavat, Neri. Routledge Handbook of Sports
Marketing. London: (Routledge, 2016).
Desbordes, Mola., & Chanavat, Nick. (2016). Routledge Handbook of Sports Marketing.
London: Routledge.
Hawlk, Kelvo. Need Marketing Ideas? Ask Your Target Audience. Journal of Financial
Planning, 30(11), 28–29. (2017).
Karger, Teriale. Screening new product/marketing ideas to reduce the chance of making
expensive mistakes. Management Review, 72(8), 45, 2011.
Wang, Joekol. 10 brilliant marketing ideas. Entrepreneur, 38(2), 48–51, 2010.