The Training Source

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July 2008

In This Issue

DM Nuggets

Factoid of the Month

What's Hot?

In the Know

Speaker Spotlight

Seminar Listing

Educational Programs

DMA Certificate in Direct Marketing

DMA SEM Certification Program

DMA In-House Training

General Information

DMA Homepage

Join DMA

Join a DMA Council

Welcome to DMA's Training Source

Some marketers come across a great idea and run with it. Sometimes it works, other times we scratch our heads wondering "what went wrong?" It may have been because there was no thought out strategy behind the idea. Sometimes we all need a refresher about what a strategy really is.

By definition a strategy is the methods that you are going to apply to achieve your objectives and your goals. Of course there are many different types of strategies – it all depends on what your goals are and what you are striving to achieve. Most strategies are company focused. Experience tells us that the best strategies are customer focused, so think about them first and foremost. Below are some helpful steps to think about next time before you execute your campaign.

7 Key Factors to Improve Response

Target the right people — Look at your last customer as they will have similar characteristics as your next.
You need a big idea — Stop people in their tracks and make them react on the spot.
Make an offer they can't refuse — The offer is something extra that gets people to respond.
Add value — Tailor your message to be about them, not you.
Credibility is key — Establish your claims, use facts, and testimonials.
Testing pays — Testing shows what works, what didn't, and can show you the best place to invest your precious marketing dollars.
Use Experts — When sending email or mail you want to ensure you are putting your best foot forward. This may be the first and only time you can make an impression...make sure its a good one.

If you want to learn more creative direct marketing strategies like this, attend DMA's Creative Direct Marketing Strategies Seminar.

This seminar is also part of DMA's Certificate in Direct Marketing Program.

Numbers speak louder than words

Using numbers and stats to support your claims improves response by an average of 32.9%

DMA is Green

As part of the direct marketing community we all must be environmentally responsible and work towards a future that is both profitable and eco-friendly. We are excited to share and provide you with the information and tools you need to start implementing eco-friendly practices in your marketing efforts.

To learn more about DMA's environmental initiatives, visit our Environmental Resource Center:
www.the-dma.org/environment

We love seeing our fellow direct marketers' innovative ideas, check out WhoIsMailingWhat.com

Alan Rosenspan
President
Alan Rosenspan & Associates

Alan is the seminar leader of DMA's Creative Direct Marketing Strategies Seminar.

Alan is an internationally renowned direct marketing expert and president of Alan Rosenspan & Associates.

Alan and his teams have won over 100 awards for creativity and results, including 20 DMA ECHO Awards. He has written over 100 articles for direct marketing publications around the world.

Alan was voted "Direct Marketer of the Year" in New England. He is also a past-president of the New England Direct Marketing Association (NEDMA.) He has also been honored with the Andi Emerson Award For Lifetime Achievement. Find out more about Alan.

(For more information on this speaker click here)

Connect with our Speaker!

August 4 – 5, 2008
Comprehensive Email Marketing Strategies
New York, NY

August 5 – 7, 2008
Direct Marketing Institute
Chicago, IL

August 11 – 12, 2008
Direct Marketing Math & Finance
New York, NY

Begins August 12, 2008
Copywriting Tools & Techniques
6-Week Online Course

August 13 – 14, 2008
Statistics and Modeling for Direct Marketers
Boston, MA

August 14 – 15, 2008
Advanced Copywriting
New York, NY

August 19 – 20, 2008
Database Marketing
Chicago, IL

August 20 – 21, 2008
Basics of Direct Marketing
Omaha, NE

Please use Key Code: SRC78 when registering for these seminars.

These days everyone wants to save money. Learn with your peers and save by calling DMA's Customer Service at 212.790.1500 to receive a team discount.

We want to provide you with the information you want. Is there other information that we can include in The Training Source or our site to make your experience better? Let us know what is on your mind and what concerns you would like us to address. We are listening! Email trainingsource@the-dma.org.