Direct Marketing (Virtual) | School of Marketing | ANA

Direct Marketing (Virtual)

How to Motivate Customers to Action through Direct Response
(Virtual Half Day Workshop)

Virtual Workshop Description
Direct marketing – also known as direct response marketing – is a marketing discipline that marries the science of measurement with the art of creativity to drive a specific action (response) from a targeted group of individual consumers. Different from brand or product advertising via mass media channels, direct marketing uses customer and prospect data, segmentation, offer selection, creative strategy, testing, and analytics to motivate customers and prospects to action using various channels. Whether it is to open, click, share, comment, refer, buy, or any other desired response, a strong direct marketing campaign improves response outcomes and related ROI.

This workshop introduces the three key drivers of direct marketing communications essential for both B2B and B2C business: (1). the target audience, (2). the motivational offer (creative message and design), and (3). the testing and measurement strategies needed for optimal campaign decision-making. Attendees will learn how to think like a direct marketer and how direct response is structured differently from other communications disciplines. They will come away from the workshop with targeted strategies to improve their next direct response campaign(s).

Target Audience
This virtual workshop is ideal for B2B or B2C marketers whose communications need to drive a specific response, like a click, download, share, or purchase. It applies particularly to professionals in the areas of digital marketing, e-commerce, fundraising, lead generation, and customer relationship management (CRM).

Virtual Workshop Benefits
The benefits of attending this virtual workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to structure a marketing message to motivate an immediate response
  • To select target audiences most likely to respond
  • The elements of a powerful offer

This workshop helps attendees increase marketing efficiency by teaching them:

  • The three drivers of response (target audience, offer, and creative) and how to optimize each for maximum results
  • How to structure message copy and design for direct-response purposes
  • Ways to increase response without additional expense

This workshop helps attendees improve marketing ROI by teaching them:

  • The math behind calculating the ROI on a marketing investment
  • The importance and methods of testing and measurement
  • How to build a pro forma ROI plan, to ensure that campaigns will be maximally productive

Download the full agenda here


  • Ruth Stevens

    Ruth P. Stevens consults on customer acquisition and retention, specializing in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.