Direct Marketing Institute (Three Day)

(Three Day Workshop)

In just three days, this bootcamp-style workshop will teach you what would normally take you years to learn on-the-job.  Experienced faculty cover the core areas of direct marketing, from offers and propositions to copywriting and design — across digital, direct, and integrated marketing — all designed to get you thinking from a direct response perspective, with detailed examples and step-by-step applications throughout. You’ll come away with a firm grasp of direct marketing’s best practices and the practical strategies needed to implement them successfully.

Who is this workshop for?

Whether you’re a beginner in the direct marketing world or a seasoned professional looking to be brought up to date on the latest techniques and technology, the Direct Marketing Institute is for you.

     - Marketing Coordinators, Managers and Directors

     - Copywriters

     - Account Executives

     - Business Owners

     - Marketing Consultants and Specialists

     - Fundraising and Nonprofit executives

     - B2B and/or B2C Marketers

Workshop Benefits

The benefits of attending this 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:

  • Direct marketing essentials and best practices across creative, digital, traditional media and data
  • How to make direct mail work in a digital world
  • Guidelines on writing strong copy for email, search, banner ads, and mail
  • How to avoid mobile marketing pitfalls
  • How to get and keep email registrations
  • Key elements that determine the success of your website

This workshop helps attendees increase marketing efficiency by teaching them:

  • What you should know about internet research and social media listening
  • Multichannel integration, synergy, and budget allocation
  • How to get an accurate test and test for less

This workshop helps attendees improve marketing ROI by teaching them:

  • What triggers response
  • How to close the sale
  • How to translate features into benefits
  • The effect of personalization on a response
  • Proven strategies to convert your website visitors to customers
  • Proven offers that increase response, average order value, and retention

Download the full agenda here



Beth Smith

Elizabeth B. Smith co-founded Smith Browning Direct in 1987 as a consulting firm specializing in direct marketing strategic planning for commercial and nonprofit organizations.

A 30-year veteran of direct marketing, Beth has extensive experience in designing and managing direct marketing programs for a wide variety of industries, including: business-to-business marketers, the travel industry, financial services firms, high tech products and services companies, consumer packaged goods, pharmaceutical companies, and charitable and membership organizations.

She is an expert in customer loyalty and database marketing programs. She was previously Vice President of Marketing at Epsilon in Boston. Beth held several other positions over her 15 years at Epsilon, including Creative Director and Vice President of Account Management. She has received numerous awards for creativity in marketing and has spoken internationally on direct marketing, database and relationship marketing.