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Training: Direct Marketing: Essentials - London

This Direct Marketing course is a results-focused grounding in all the essential direct marketing skills, from identifying the right channel, to evaluating campaign performance

Training: Direct Marketing: Essentials - London

You will learn to:

  • Apply the principles of a successful direct marketing campaign and measure results
  • Identify the characteristics of Direct marketing media and data and what they can deliver
  • Plan Direct response advertising campaigns using TV, Press, Radio & Door drop
  • Use Direct Mail to keep existing customers  AND attract new prospects
  • Apply the processes and techniques for planning and setting up direct mail campaigns and dealing with specialist providers
  • Use the power of testing and ensure you have reliable results
  • Integrate direct marketing and digital marketing for greater success

Martin Chillcott F IDM

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.

He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.

Programme: (1 day course)

Understand what direct marketing has to offer and how it works?

  • Defining it how it relates to digital marketing
  • The key principles of successful direct marketing
  • How to target the right people
  • Developing relevant communications – direct marketing creativity
  • Measurement and ROI

Be able to reach new customers with effective direct response advertising

  • Characteristics of the different media and finding information on channels/titles
  • Planning your acquisition campaign
  • Integrating with digital marketing for maximum effect

Knowing how to plan and generate results from Press/ Magazine advertising

  • How direct response advertising works differently from ‘awareness’
  • How to plan, manage, create and evaluate direct response press that delivers results
  • Wastebasket fodder or low cost acquisition? Making the most of inserts

Harnessing the continued power of Direct Mail

  • How and why it works?
  • Managing the process for planning and implementing a campaign
  • Managing suppliers of data, printing and mailing
  • Generating new customers and creating and growing existing ones

Door drop – unaddressed household leaflet drops

  • Direct Mail’s poor relation or an effective targeted acquisition channel?
  • How to target households with geo demographic and lifestyle data
  • Its role in an integrated acquisition plan
  • Planning and managing your campaign

E Mail

  • Electronic direct mail?
  • What can it best achieve?
  • Plan and manage campaigns

What makes people respond and buy, donate or vote?

  • How direct response creative works
  • The creative brief
  • Evaluating creative output
  • Creative testing

How direct marketing can retain more of your customers

  • Understanding the customer journey and how best to use direct communication
  • Planning and implementing your contact strategy and measuring results
  • Not just hanging onto customers, but helping them spend more with you

Measuring and evaluating Direct Marketing

  • Managing data and response
  • Deciding what to test for maximum future impact
  • Planning and setting up reliable tests and evaluating results
  • How to measure direct marketing over time
  • Meeting the challenge of attributing results to different media

How different is Business to Business (B2B) from Consumer (B2C) prospects and customers

  • Differences and similarities are highlighted during each session

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