The Dynamic Evolution of Direct Marketing (One-day Workshop) (TDM101-FA)
In one day, we will touch on multiple disciplines that comprise Direct Marketing.
Using Bob Stone's (the Father of modern Direct Marketing) book as our guide, we'll review and explain DM scope and planning, Database Impact, the importance of lists, the offer, the significance of building a relationship and the importance of valid research.
We'll review marketing and media, and spend a fair amount of time focusing on the creative process and how your marketing strategy impacts it. Finally, we'll showcase marketing intelligence, modeling for better performance, DM math, testing and research.
Spend the day to learn enough about direct marketing to determine if it can be used successfully in your business or if its value is high enough to spend 20 hours learning more, later this year.
Barbara Manning has more than 25 of years experience in the broad field of direct marketing. She developed and trained staff in several companies in the USA and in Japan. Recruited to establish the start-up of direct marketing at Leo Burnett ad agency, she managed and developed the program and trained staff in Chicago and Tokyo. A part of that was merging agency production departments, achieving reduced costs and higher profits for the agency and clarity of purpose for the clients. She wrote the internal print buying policies and audit procedures for the department, resulting in improved process control and fiscal reporting. In addition, she educated US and Japanese clients and employees on direct and database marketing benefits and techniques.
This course applies to the following certificate(s):
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Fees for people who register between July 18 and August 21, 2017 and make full payment by August 21, 2017, are shown in the "Early-Bird" column below.
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