Direct Marketing Masterclass
From Traditional to Digital
Implementing Marketing Programmes
Find customers worth winning and build their value over time with innovative direct marketing Key issues for marketers:
The hardest task in marketing today, is to find good customers that will give you a return on your investment in the short and long term. With the right direct marketing plan it is possible to win better customers and increase their value over time. The marketing environment is changing. New channels have opened up, media is becoming fragmented and consumers expect deeper brand engagement.
The purpose of this course:
It is essential that marketing and sales effort is directed to where you can achieve the best outcome. This course is designed to help you to measure success and get the maximum return from every pound you spend. You will learn how to build a new programme or improve existing campaigns.
Benefits for your organisation:
Your organisation will benefit from this course because it will show you how to reduce the cost of winning new customers and how to get more value from each customer that you win. Instead of wasting money on generic campaigns that bring little value, you can target fewer people with insightful, personalised messages that generate more business.
Key things you will learn:
• • • • • • • • • • • • • • • • • • • Streamline your targeting to reach the best potential customers Identify your best customers and best lapsed customers Create relevant messages that are more compelling for customers Construct the right mix of direct marketing tools and channels Design campaigns that are personalised for different target groups Create acquisition strategies Create retention strategies Create win-back strategies Measure the effectiveness of your direct marketing campaigns Convince colleagues and people in other departments of the company that a direct marketing approach is more effective’ Allocate marketing resources in a way that reflects the value or potential value of customers Support your sales force and intermediaries more effectively Create better relationships with customers and build loyalty Address the internal strategic, cultural and leadership issues that affect direct marketing Construct and use databases and CRM systems to enhance direct marketing Allocate marketing budgets more accurately Measure the return on investment from direct marketing Construct and implement a direct marketing plan Utilise both traditional and evolving digital channels
Course Content
• • • • • • • • • • • • • • • • • • • • Principles of direct marketing Trends in direct marketing Changes in consumer behaviour Measuring customer value and brand engagement Analysing data Segmentation Behavioural targeting Building and managing databases Using new technologies and channels for direct marketing Acquisition, retention, and win-back How to build customer loyalty How to run an effective loyalty scheme Setting objectives for direct marketing Establishing a schedule for direct marketing Defining and winning a direct marketing budget Measuring the success of direct marketing Developing and implementing a direct marketing plan How you will develop a plan in your market situation Best practice case studies Legal requirements
Pre & post learning support
Delegates will be asked to do some pre-work, preparing for the case study that they will use during the master class. This will involve them doing some internal research on their business, to ensure that the training exercises are relevant to their roles. After the training session is completed, delegates will be able to execute programmes in their business. Delegates will be given planning tools and checklists to enable them to implement campaigns and will be invited to carry out a post campaign analysis to see how the training has improved their performance
To take away from the course
Delegates will be advised by the tutor to join key web sites to update their knowledge of direct marketing. They will also be given course notes which include a direct marketing plan template that they can use for their own business.
Who this course is for
This course is for managers and practitioners who have responsibility for direct marketing. They may be considering how they can improve direct marketing or introduce a direct marketing approach to their organisation. It will also be of benefit to those considering how to introduce a database or CRM system into their business. Typical job titles that would benefit include, direct marketing managers, marketing managers, data analysts, communications managers, database managers
Details
Date 29th & 30th September Venue: Guinness Storehouse Cost: €1190 per person