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Evidence Guide: BSBMKG508A - Plan direct marketing activities

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBMKG508A - Plan direct marketing activities

What evidence can you provide to prove your understanding of each of the following citeria?

Develop direct marketing strategies

  1. Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget
  2. Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations
  3. Develop customer loyalty strategies that address relationship marketing objectives and contribute to long-term partnerships
Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop customer loyalty strategies that address relationship marketing objectives and contribute to long-term partnerships

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select direct marketing activity

  1. Analyse changes in market trends to identify and select direct marketing opportunities
  2. Compare advantages and disadvantages of types of direct marketing activity
  3. Select most appropriate direct marketing activity
  4. Match direct marketing activity to business objectives
Analyse changes in market trends to identify and select direct marketing opportunities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Compare advantages and disadvantages of types of direct marketing activity

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select most appropriate direct marketing activity

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Match direct marketing activity to business objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce a direct marketing plan

  1. Document direct marketing objectives and purpose
  2. Analyse previous response data to determine performance gaps and required corrective actions
  3. Calculate costs of direct marketing activities
  4. Select methods to report and measure effectiveness of direct marketing activities
  5. Assign responsibilities to team members for data capturing and reporting
Document direct marketing objectives and purpose

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse previous response data to determine performance gaps and required corrective actions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Calculate costs of direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select methods to report and measure effectiveness of direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assign responsibilities to team members for data capturing and reporting

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

developing a documented direct marketing plan providing information on the:

objectives of the direct marketing activity

type of direct marketing strategies and activities to be undertaken

analysis of previous data and any corrective actions taken

budget

methods to measure effectiveness.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to previous direct marketing activity data.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

analysis of responses to case studies and scenarios

assessment of written reports

demonstration of direct marketing planning techniques

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other marketing units

advertising units

sales units.

Required Skills and Knowledge

Required skills

creativity and innovation skills to identify new direct marketing opportunities based on changing market trends

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to write reports with complex concepts and ideas

numeracy skills to set direct marketing budgets.

Required knowledge

economic, social, industry, and media directions, trends, practices and techniques

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice and 'Do Not Mail' and 'Do Not Call'service register

Free TV Australia Commercial Television Industry Code of Practice

privacylaws

sweepstakes regulations

Trade Practices Act

organisational policies and procedures.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Types of direct marketing activity may include:

advertising program such as:

collecting data from advertisers to send a prospect to a third party

prospect responding to advertiser

purchasing a product or service from a third party

distribution program such as:

direct purchase of product or service from advertiser

innovation program

Direct marketing objectives may include:

net growth of customer base through:

increase in acquisition

reduced attrition

increased relationship building

target sales in units and dollars

Performance gaps may include:

low response rate

cost per response too high

average order too low

Corrective actions may include:

dropping under-performing segments

increasing frequency of contact to existing lists or audiences

offering inducements to purchase greater volume

testing or using more attractive offers

testing or using new lists or audiences

using less expensive communications tactics

Costs may include:

maximum profitable acquisition cost at current lifetime value of new customers

maximum profitable cost to generate average sale from existing customer segments

Methods to measure and report effectiveness may include:

annual attrition rate

gross profit per message transmitted

net response rates

ration of marketing cost to sales income