My course product is the Breezy Blaster, a full-body automatic dryer that is compact and more affordable than those currently on the market. This product is ideal for college students or young adults with limited access to laundry services, further decreasing their number of clean towels.

Part 1

Direct Response Tools: To start formulating ideas for your proposal, you should first analyze the five primary direct response tools: personal sales, advertising media, direct mail, catalogs, and telemarketing and how they may work with your product and company. Ensure that each of the following is done for each individual marketing tool. Describe how to use five direct response promotional tools. Format an objective for each tool relative to your product. Determine what you should measure to verify the tool is meeting objectives.

Part 2

Product Information for a Direct Response Promotion Plan Provide a description of the product and the consumer's reason for buying. Develop a problem statement to explain why a direct response promotion should be considered. Develop a product strategy goal to be accomplished using a direct response promotion tactic over a period of time. Direct Response Operational Plan Determine direct response promotion campaign goals and objectives to be measured. Describe all direct response promotion tactics to be utilized. Develop a schedule for implementation of the direct response promotion plan. Monitoring and Costs Format chart of accountability for the direct response promotion plan. Determine what needs to be monitored and who will receive reports. Estimate costs for the direct response promotion campaign.

TEMPLATE:

About the Product

Brief background of product describe it and why customers want it.

Problem Statement

What are you trying to solve by using direct response marketing?

Product Strategy

What will you want to accomplish (fundamental goals) with this direct marketing campaign?

What tactics will you want to employ?

What will be the time frame for each tactic? (See Schedule below).

Campaign Goals & Objectives

Quantifiable: What will you accomplish with each tactic? What will be measured? (See Monitoring and Evaluation below.)

Description of Activities

Briefly describe each tactic to be used for this direct marketing campaign.

Schedule

This may be completed in chart format (Activity, Steps, Period, Name of Person Responsible for Actions).

Campaign Chart of Involvement

Who is involved, and who will work with whom? (Depending on scale you may have many employees involved, or just one but who will they work with to accomplish activities for each tactic?) List them and explain their purpose of involvement. If outside contractors are used, what do you need accomplished by them?

Monitoring and Evaluation

What will you do to monitor and measure results at the end of each tactic utilized?

How and to whom will you report your evaluation of results?

Financial Budget Analysis

 

While you will not be evaluated on full costs for production of the campaign's tactics, you must consider if it is possible to produce and manage the sales promotional activities from a realistic point of view. If your product is real  can it really be accomplished? Can the company afford to do what you are proposing? If not, what would you need to cut back on?