* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Direct Marketing NEW! - American Marketing Association
Social commerce wikipedia , lookup
Advertising management wikipedia , lookup
Social media and television wikipedia , lookup
Sales process engineering wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Internal communications wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Personal branding wikipedia , lookup
Affiliate marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing channel wikipedia , lookup
Marketing research wikipedia , lookup
Sports marketing wikipedia , lookup
Target market wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing strategy wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Multi-level marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Global marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
NEW! B Direct Marketing How to Boost Your Sales and Brand Without Annoying Your Customers Chicago, IL March 19-20 MarketingPower.com/DirectMktg • 800.AMA.1150 Save up to $200 when you register early! See page 2 for details. Learning Objectives •Discover how to create direct mail/email that is not considered “junk” or “spam” •Learn to use inbound and outbound telemarketing without annoying and offending prospects •Use Direct Marketing to collect marketplace information, enhance your brand, lower sales costs, and increase profits •Develop Integrated Direct Marketing strategies for optimum synergy and effectiveness •Create effective Direct Response Advertising •Improve strategic and tactical planning with marketing ROI techniques and tools •Discover ways to incorporate the Internet (including social media and mobile) in an effective Direct Marketing campaign •Develop a road map for putting marketing ROI techniques into practice Direct Marketing has always been an important tool in a marketer’s tool kit. Today, with busier buyers, escalating costs and the internet, understanding and employing Direct Marketing “best practices” has become essential. Attendees will leave this session knowing what Direct Marketing is and how to create economical Direct Marketing strategies that (1) avoid annoying constituents, (2) build their brand and (3) boost sales. This program will employ a systematic approach to Direct Marketing that incorporates the collective wisdom and best practices of successful marketers. Participants will take away the Direct Marketing knowledge and practical tools that they need to improve the marketing performance of their organizations. Instructor: Ira S. Kalb Professor of Marketing,Marshall School of Business, University of Southern California Ira S. Kalb has 42 years experience practicing marketing and 27 years teaching it for universities and organizations around the world. He is currently Professor of Marketing at the Marshall School of Business at the University of Southern California, where he has won numerous teaching awards including the Golden Apple Teaching Award in 2009 and 2011—the first two times he was eligible. He is also President of Kalb & Associates, an international consulting and training firm, K&A Press, a publishing firm that publishes the books and articles he has authored, and Out-of-This World Marketing, a boutique marketing firm that creates marketing communications that sell. In fact, the marketing communications he has created have won response awards from the publications in which they have appeared. Prior to his current positions, he has served as President and Vice-President of Marketing for COMPAL, Inc., a pioneer in the microcomputer industry that was partly-owned by Xerox, and a senior management consultant for Arthur Andersen (now Accenture). Based on his expertise in marketing, he is frequently interviewed in TV, radio, print and online news media, and is a regular contributor to Business Insider, CBS Money Watch, and The Huffington Post. March 19 What is Direct Marketing? •What is Direct Marketing (DM)? •DM channels or methods •A typical DM sequence •Why the explosive growth of DM? Effective Direct Mail Marketing That Avoids Annoying Your Audience •Three main mailer types and when to use them, plus email equivalents •Creating effective direct mail communications – Interactive exercise •Media or mail lists – The best lists for particular situations – How to determine the quality of a list – How DM lists are rented and sold – Making money from your mailing list •Timing and frequency of your mailings • Testing • Ways to avoid creating junk mail/spam • Case studies: Finnish client, Boeing and Apple •Useful publications: Media Post, Marketing Sherpa, Google and Google Alerts Response Rates • Average response rates for direct mail and email • Boosting response – Measured and unmeasured methods •Value of greater response Telemarketing • Inbound and outbound telemarketing •Getting past the gatekeeper to talk with the decision-maker • Warm vs. cold calls •Cross selling/upselling: How can you boost sales? • Improving customer service via outbound calls •MIS: How can you collect better marketing intelligence with an outbound call? – Interactive exercise •How are you using telemarketing in your business? What are your competitors doing? March 20 Direct Response Advertising • What is Direct Response Advertising? • How can you create the most effective content? • What media is employed? •What is the Moving Buying Window? How should you effectively exploit it? • How are costs determined? Online Marketing •Email: Why is the subject line so important? •Website: What is the Universal Web Structure™? What is the Google Golden Triangle? •SEO and SEM: What’s the difference? Which is more effective? •Social Media: – Effective use of social media platforms, blogs and podcasts – Connecting social media to your other Direct Marketing strategies •Advergaming: What is it, and how can you use it in your DM strategies? •Mobile: How can you make effective use of the mobile Internet? •Corporate Image Protection Strategy: Rumors, facts, turning negatives into positives New Media Categories and Direct Marketing • Paid, Owed, Earned and Sold Media: What they are and how best to use them • Hauling and how can you take advantage of it • Hijacked Media and how to protect yourself Moments of Truth and DM • The Zero Moment of Truth • The First Moment of Truth • The Second Moment of Truth • The Third Moment of Truth • How can you take advantage of each using DM Creating the Integrated Direct Marketing Plan • Interactive exercise Register Today and Save Up To $200 MemberNon-Member 90 days prior to event: $1,395 $1,695 60 days prior to event: $1,495 $1,795 30 days prior to event: $1,595 $1,895 To register, visit MarketingPower.com/DirectMktg or call 800.AMA.1150. All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at [email protected]. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. No refunds will be given after February 20, 2014. See website for more details.