Direct Marketing Best Practices & Emerging Trends

UPDATED AS OF APRIL 2008

Length: Two-days 

Direct marketing is a unique way of viewing the world of communications and commerce for three reasons:

1. We engage our consumer in an interactive conversation

2. The goal is action

3. It is measurable and accountable

From this vantage point, this interactive workshop offers a practical, hands-on approach to creating and implementing differentiating and profitable direct marketing campaigns taht intertwine best practices and emerging trends, traditional and new media.  The goal is to provide every attendee with ideas, insights and tools to create happier customers that stay longer and buy more.  Included are anecdotes and detailed case histories from Microsoft, IBM, Hewlett-Packard, Golden Rule Insurance, The Phoenician, Starwood Hotels, Pitney Bowes and more....

At the end of this course attendees will learn:

• The changing dynamics of the marketplace to help you stay in lock-step with your customers
• The strengths and weaknesses of new media, which to use when, in what combination and why
• How to incorporate the voice of the customer to fine tune strategies and tactics, accelerate time-to-market and avoid costly mistakes
• How to integrate media and message to produce double-digit results
• Where and how to invest the marketing budget for greatest return
• Synthesizing strategies and creating a Direct Marketing Plan that will burnish brand, achieve compelling competitive differentiation and a superior ROI

New and expanded sections and discussion, including case histories regarding:

• Marketing to the customer lifecycle
• Customer Care as a profit generator
• Privacy policies and what customers expect
• Mobile Marketing
• Loyalty programs
• Social networking
• Testing to fuel continuous improvement

This course is designed for managers and directors with at least 3 years experience and who have hands-on responsibility for:

• Establishing and nurturing a brand
• Establishing and implementing direct marketing strategies and tactics
• Selecting, synthesizing and integrating media and e-media
• Creative advertising/ marketing communications
• Creating and implementing innovative, best of breed customer care strategies and tactics
• Refreshing and updating skills

Key Topics 

• Direct Marketing: An Overview
• New Marketing Concepts
• Deciding Where to Invest
• Synthesizing Marketing Strategies
• Creating a Direct Marketing Plan
• Implementing a Direct Marketing Plan 

Instructor

This course is taught by Scott Hornstein

Upcoming Class Schedule