Download Direct Marketing NEW! - American Marketing Association

NEW!
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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.