The 7 Cardinal Rules of Successful Direct Marketing

Transcription

1 Gain a better understanding of direct marketing and how it works in today s multichannel marketplace, and discover the best practices that will make you successful. Foundations of Successful Direct Marketing The Complete Course on Effective Direct Marketing Campaigns From Initial Inception Through Final Analysis and All the ROI-Building Steps in Between Your trainer for this dynamic and interactive training event will be internationally renowned direct marketing expert Alan Rosenspan! Learn more on page 4. PROGRAM SCHEDULE ENROLL ONLINE AT OR CALL

2 Fast-Forward Your Learning Curve by Discovering the Fundamentals of Extraordinary Direct Marketing Who ll Be There Anyone who touches a direct marketing campaign at any point in the process and who wants the latest information on what makes it click with consumers will benefit from this seminar. Those people include, but are not limited to: Marketing managers Advertising managers Account executives Creative directors Product managers Media buyers Web marketers List buyers and analysts Copywriters Graphic designers People new to the marketing field Veteran marketers looking to refresh their skills And more! Whether you re creating a simple fund-raising letter or a million-dollar campaign, the fundamentals of successful direct marketing always apply. Attend this unique and informative two-day seminar, and you ll learn the simple and effective rules, tips, and techniques of outstanding direct marketing. Foundations of Successful Direct Marketing is the ultimate guide to direct marketing for marketers everywhere. Give us two days of your time and we ll equip you with the knowledge and skills you need to plan, execute, evaluate, and oversee direct marketing campaigns with complete confidence, and spend your budget whether it s $1,000 or $1 million more productively! GAIN SOUND STRATEGY FROM A TRUE MARKETING KNOW-IT-ALL, ALAN ROSENSPAN! Oftentimes, direct marketing seminars are ineffective because the trainer leading it leans too heavily on the database side or the creative side and neglects half the audience. We re proud to have Alan Rosenspan, a direct marketing pro equally comfortable on both sides of the coin, leading this seminar. A know-it-all in the most positive sense, Alan will use his experience as one of the nation s most sought-after direct marketing professionals to provide answers for all your direct marketing questions. YOU LL LEARN WHAT REALLY WORKS IN DIRECT MAIL NOT JUST PIE-IN-THE-SKY THEORY This hands-on and interactive course will immerse you into the heart of what makes direct marketing one of the most profitable mediums around. You ll analyze successful campaigns to see what worked and some projects that should have never left the drawing board. We ve packed this training event with plenty of skill-building exercises and open discussions so you ll get involved from the very first minute and not feel like you ve sat through a two-day lecture. MASTER SUCCESSFUL DIRECT MARKETING TECHNIQUES IN JUST TWO DAYS! Why waste your time doing months of research on your own or losing precious marketing dollars learning by trial and error on the job when we ve done all the work for you? Attend, and you ll master the techniques for managing any size direct marketing campaign from its inception to targeting your audience and getting the right lists through the creative process that gives form to your ideas and finally accurately analyzing your results. Don t let another direct mail piece underachieve ever! Enroll in this powerful workshop today! 2 THIS IS A ONE-OF-A-KIND OPPORTUNITY DON T RISK MISSING OUT! ENROLL ONLINE AT OR CALL

3 Your Comprehensive Course Agenda REGISTRATION AT 8:30 A.M. DAY 1 COURSE HOURS: 9 A.M. TO 4 P.M. I. What Is Direct Marketing? What it is, why it's growing so fast, and where it fits into your company's overall marketing strategies The 7 Cardinal Rules of Successful Direct Marketing How and why direct marketing differs from other marketing practices When you should use direct marketing and when you shouldn t Critical errors marketers make when they confuse direct marketing with advertising Hint: They re NOT the same! Why direct marketing is so effective in building brand loyalty and locking up more customers II. Planning for Direct Marketing Success Developing a direct marketing strategy that is in sync with your existing sales, marketing and advertising objectives Defining and setting objectives for every campaign A quick guide to forecasting, costing, and budgeting your campaign How to determine your break-even point and when to expect a profit Identifying the value of your customer and which ones will make the most money for you The 5 Purposes of Direct Marketing Campaigns III. Lists and Database Marketing Is it more cost-effective for you to compile your lists on your own or go through a broker? Find out here How to define what a good list broker is and what a broker will do for you How to develop your own database, where to start, what data to collect and how to organize and retrieve it effectively 3 important characteristics every quality list must have 5 profitable prospecting tips The importance of managing and interpreting your customers demographic and psychographic data IV. Creating Excitement and Sales With Unbeatable Offers & Propositions 10 proven offers that work almost every time Don t overlook the small stuff: The effect payment, terms, price, features, and guarantees have on your offer 4 Action Devices that will spur your customer into action Ensuring your offer acts like bait to your customer and NOT a red herring! Solutions for selling something when your offer or product doesn t have an obvious Unique Selling Position (USP) The Economics of Direct Marketing Offers: Are you cutting price or cutting your legs out from under you? V. Writing Compelling (and Profitable!) Copy How to distinguish good copy from bad Ensuring you focus on the benefits and not merely list your products features How much copy is enough? Here s a quick test that will tell Why GREAT advertising copy is usually BAD direct marketing copy Times when keeping it brief can kill your message Troubleshooting tips for the copywriter whose USP is MIA (Missing In Action) VI. Secrets of Successful Graphic Design How to always follow the Prime Directive of direct marketing design to the letter Consumer viewing patterns and how your medium affects the outcome Increasing comprehension and results with type and layout tricks How to improve readability even if you think it s pretty good already Using color more effectively VII. Perfecting the Direct Mail Package That ALWAYS Gets Opened Identifying the pieces of a successful direct mail package Self-mailer vs. the envelope package which works best for which situation? Envelope teasers that will get your package opened How and when to integrate multimedia into your package Letter by itself? Letter with brochure? Brochure alone? What will impact your decision The effect of personalized pieces VIII. Testing and Analysis The fundamental rules of testing Ensuring your sample size is big enough to give your numbers validity Reliability of results and test controls Sample sizes and the laws of probability How to create ongoing testing programs Tools to analyze campaign success and ROI BRING THIS WORKSHOP ON-SITE. For more information, call our Business Training and Development Services department at or go online at Very thorough and comprehensive from basics to design to implementation. G. Rayonk, Director of Marketing An enormous amount of information presented in a meaningful way. J. Orr, Director of Marketing A wealth of information! Sparked insightful marketing tactics for me and my staff to implement. A. Howard, Advertising Director SPECIAL GROUP DISCOUNT: WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 3

4 Alan Rosenspan Learn the truth about successful Direct Marketing from the man the experts turn to for help! After two decades of successful direct marketing experience, Alan Rosenspan has a personal legacy of award-winning direct marketing campaigns on his resume that few others in the industry can hope to match. But despite his own phenomenal success, Alan truly enjoys spending time with business professionals just like you, teaching his direct marketing success strategies in classrooms all over the world. It is no exaggeration to say that he has helped thousands of direct marketing professionals over the years achieve outstanding success through interactive training events like this. Alan, the 1997 Direct Marketer of the Year for the New England area, has led direct marketing seminars in 18 different countries, and dozens of high-profile corporate clients are proud to have had him present workshops for their employees. It would take another brochure just to list all his clients, and most direct marketers would love to have AIG Insurance, American Express, Dale Carnegie Training, Heritage House, Lucent Technologies, MBNA, Reader s Digest, Traveler s Insurance, and The Wall Street Journal as their entire client list. For Alan, these names are just the tip of the iceberg. But even though he moves in some pretty select circles, Alan knows that most direct marketing professionals don t have multimillion-dollar budgets to throw around. That s why the techniques you ll learn will work just as well for the grass-roots fund-raiser, the simple letter package, or a fax and campaign. Along with his job as President of Alan Rosenspan & Associates, Alan is currently a direct marketing teacher at Bentley College and is the Vice President of the New England Direct Marketing Association. When you re finished with this course, you ll walk out with better DM skills and a better understanding of how direct marketing can work for your organization. You ll have an action plan of success for every current and future project on your plate. Plus enough 5-star strategies for getting your message or offer into the hands of your potential customers, that you ll want to head straight back to the office to start implementing them! They re that good! But you can t get them unless you sign up, so register for this dynamic direct marketing seminar today! TO ENROLL... Register online at Training.com Attend this intensive two-day course and you ll learn how to Fax the completed registration form to Call toll-free Use the 7 Cardinal Rules of Successful Direct Marketing on every project Distinguish the difference between B-2-B and B-2-C direct marketing Reach your customers in the most effective way or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box Kansas City, MO Test: What to test, how often and even should you? Start off on the right foot with a sound marketing strategy and how to know one when you see one Utilize key marketing analysis tools to help you understand your incoming data better Build more profitable customer relationships Anticipate acceptable response rates depending on the medium you use Create irresistible offers that your customer won t be able to refuse Integrate traditional direct mail marketing into your multimedia mix 4 *We reserve the right to substitute a trainer of equal quality. SPECIAL GROUP DISCOUNT: WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!

5 REGISTRATION FORM 1. Names of Attendees (Please list additional registrations on a separate sheet and attach.) 1. Mr./Ms. Title City/Event #: Address 2. Mr./Ms. Title City/Event #: Address WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 2. Company Information (Please Print) *Phone required in case of last-minute changes. Organization Address Mail Stop *Phone City State ZIP Approving Supervisor: Mr./Ms. Title Address **Fax **Your fax number will be used to send confirmation of your registration as well as to notify you of upcoming events in your area and provide you with special discounts and offers available exclusively to RUCEC customers. SCHEDULE HOTEL ACCOMMODATIONS Hotel accommodations must be placed directly with the hotel. Reservations will be taken on a space-available basis only, so early reservations are recommended. 3. Method of Payment If you have registered by phone, please record your confirmation number here:. Check payable to Rockhurst University Continuing Education Center, Inc. is enclosed. SD, CT and WV residents, please add applicable sales tax to your payment. If you are tax-exempt, enter your tax-exempt number here: and attach a copy of your tax-exempt certificate. Charge to: MasterCard VISA American Express Discover Diners Club Card No. Exp. Date Signature Bill my organization; Attn: (Note: Full registration fee due and payable prior to start of workshop) Our purchase order is attached (government, educational and health care organizations only) 4. Important: Your VIP Customer Number Fill in your VIP Customer Number as it appears above the name on the mailing label. (Record the number even if the label is addressed to another individual.) Enrollment Fees & Group Discounts GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE! CANCELLATION: If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $10 enrollment charge. FED ID #

6 With cutting-edge direct marketing strategies like the ones you ll find in this powerful training, you ll be able to: Always communicate with the right customer at the perfect time Keep on top of changing trends in the marketplace Set challenging goals for your direct marketing projects and meet them! Identify the warning signs of potential pitfalls in your direct marketing project Foundations of Successful Direct Marketing The Complete Course on Effective Direct Marketing Campaigns From Initial Inception Through Final Analysis and All the ROI-Building Steps in Between Gain smart solutions for picking the right lists Improve copy and graphics to grab your readers attention Adapt on the fly: When what works now doesn t work in six months P.O. Box Kansas City, MO Need to correct name, title or address? Did you receive duplicate brochures or want to be removed from our list? Please fax the mailing label with corrections to or mail to us at 6901 West 63rd Street, Shawnee Mission, KS , Attention: List. Allow 15 weeks for processing. Nonprofit U.S. Postage PAID Rockhurst University Continuing Education Center, Inc. Time-Sensitive Material Use direct marketing to support all your organization s marketing avenues ENROLL ONLINE AT OR CALL Take advantage of our early bird enrollment and group training discounts. See page 5 for details. VIP #