 |
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
|
Registration
Schedule-at-a-Glance
Special Events
Download a Catalog
Forward to a Friend
Contact Us
The Special Concentration Workshops provide you focused education in the specific niches that you want to excel in. Choose from five major concentrations and learn from area experts as you focus in on key elements and fundamentals!
Tuesday, June 19
Parts 1&2: 10:15 A.M. – 12:15 P.M.
Parts 3&4: 1:40 P.M. – 3:35 P.M.
Creative Strategies & Execution
Alan Rosenspan, President, Alan Rosenspan & Associates
This intensive workshop will show you exactly how to improve the response of your next direct marketing program. Short on theory, long on real world examples, this workshop gives you specific ideas and techniques you can put to use right away. You are also invited to bring your own work for critique and review.
Part 1: Tuesday, June 19 | 10:15am-11:10am
The New Direct Marketing Strategy
This first part addresses the enormous changes in direct marketing in the past few years, and how to use them to your advantage. It also includes mistakes to avoid and addresses the new "best practices."
Part 2: Tuesday, June 19 | 11:20am-12:15pm
New Ways to Think About Offers
Because the offer is one of the most important elements of your direct mail and e-mail campaigns, this section is dedicated to showing you how to come up with an offer they can't refuse.
Part 3: Tuesday, June 19 | 1:40pm-2:35 pm
The New Creative Imperative
This third part of the workshop focuses on creative: how to come up with winning ideas and how to improve what you're currently doing to help you break through the clutter. Plus, you’ll walk away with 17 proven direct marketing ideas you can put to use right away.
Part 4: Tuesday, June 19 | 2:40pm-3:35 pm
Putting it All Together
This highly-interactive part of the workshop shows you 5 case-histories of award-winning, business-boosting work in comprehensive detail. It shows you the thinking that has gone into the work and the specific tactics behind them. You will also have the opportunity to have your own work critiqued and improved.
Tuesday, June 19
Parts 1&2: 10:15 A.M. – 12:15 P.M.
Parts 3&4: 1:40 P.M. – 3:35 P.M.
Search Engine Marketing Certification Level 1 Starter
Amanda Watlington, Ph.D. APR, Searching for Profit
Part 1: Tuesday, June 19 | 10:15am-11:10am
Introduction to Search Engine Marketing
Explore search engine marketing and what it takes for a marketer to achieve search engine marketing results. Learn how to identify ethical search engine marketing practices. Plus, we’ll discuss how to develop and present the business case for search marketing for your business and staffing of this function.
Part 2: Tuesday, June 19 | 11:20am-12:15pm
Search Engine Basics
If you have ever wondered how a search engine builds its database, adds new sites to its index or chooses which results to show, this is the session for you. Learn to identify paid from algorithmic search listings and where search listings appear beyond the search results page. You will also learn how the search marketers’ efforts can impact what the user sees on the page.
Part 3: Tuesday, June 19 | 1:40pm-2:35 pm
Site Indexing Challenges and How to Fix Them
Is your site beautiful to behold, but invisible to search engines? This program focuses on the specific page elements and design technologies that can prevent a site from being included in a search engine database, and how to overcome them.
Part 4: Tuesday, June 19 | 2:40pm-3:35 pm
Measuring Search Marketing Success
Do you know if your search campaign is working? This part will show you how to use various analytic methods to measure the success of your paid and organic search efforts. You will gain an understanding of how to evaluate the effectiveness of SEO and PPC campaigns and tools you can use to measure your site’s performance against your goals.
Tuesday, June 19
Parts 1&2: 10:15 A.M. – 12:15 P.M.
Parts 3&4: 1:40 P.M. – 3:35 P.M.
State of the Art Database Management
Industry experts Richard Tooker and Arthur Middleton Hughes
This is a one-day refresher course that covers all the bases. You’ll walk away with all of the strategies and tactics that have made database marketing such a compelling and profitable marketing discipline.
Part 1: Tuesday, June 19 | 10:15am-11:10am
How Database Marketing is Used Today
After two decades, database marketing is alive and well. To begin, we will focus on what you can do right away with your current database to determine customer lifetime value and create workable customer segments.
Part 2: Tuesday, June 19 | 11:20am-12:15pm
Assessing the Readiness of Your Organization for Advanced Database Marketing
Is your organization ready for advanced DBM? How can you learn from competitors and benefit from past successes and failures? Learn the three types of users and how to meet their needs. Plus, you’ll learn how to define the place of DBM in your overall marketing/communications strategy.
Part 3: Tuesday, June 19 | 1:40pm-2:35 pm
How Consumers Think and Act (and Why) – Understanding the Psychological Constructs That Drive Behavior
Customers usually insist on doing what they want, rather than what you want. With the advent of the Internet, the marketplace has raised the bar on customer expectations. During this section, you will learn the techniques for determining behavior, the validity of the bell curve, and why it matters.
Part 4: Tuesday, June 19 | 2:40pm-3:35 pm
Building Retention and Reducing Churn
A key purpose of database marketing is to retain customers, despite the bombardment from direct mail, e-mail and mass marketing advertising. There are many things you can do to reduce churn. During this final part, learn how modern techniques have reduced churn by 50% in one year.
Tuesday, June 19
Parts 1&2: 10:15 A.M. – 12:15 P.M.
Parts 3&4: 1:40 P.M. – 3:35 P.M.
E-mail: Tips, Tricks & Proven Solutions
Austin Bliss, President, Fresh Address
Part 2: Tuesday, June 19 | 11:20am-12:15pm
Message & Strategy
Once you have assembled your e-mail list, it is time to develop a robust messaging strategy. We'll share all sorts of examples of best practices, and help you ruminate on such problems such as the best times to mail, what is a compelling call to action, how to design a great creative piece, and more.
Part 3: Tuesday, June 19 | 1:40pm-2:35 pm
Compliance & Retention
CAN-SPAM is probably already on your mind, but what other compliance and best practices should you be following when it comes to privacy and permission? You'll hear how to manage your unsubscribes, how to track complaints, and how to respond as time passes and recipients start changing their e-mail address.
Part 4: Tuesday, June 19 | 2:40pm-3:35 pm
Advanced Tools & Techniques
The workshop will end with an inspirational panel of e-mail marketing experts, each showcasing an advanced technique they are utilizing. You'll see cutting edge personalization, prompt transactional messaging, incredible customization, obsessive tracking, and more. You'll hear how they did it, what they learned along the way, and get plenty of time to ask questions yourself.
Tuesday, June 19
Parts 1&2: 10:15 A.M. – 12:15 P.M.
Parts 3&4: 1:40 P.M. – 3:35 P.M.
Acquisition/Loyalty Marketing Solutions
The Hook - How to Engage, Retain and Grow Your
Valuable Customers
David Rosen, Executive Vice President, Loyalty Lab Inc.
Luc Bondar, Vice President, Loyalty, Carlson Marketing
Part 1: Tuesday, June 19 | 10:15am-11:10am
Understanding Loyalty and Defining Objectives
Learn the basics of loyalty marketing to enhance your customer relationships. Beginning with some definitions and principals of customer behavior, this first section imparts a structured, step-by-step approach to setting retention marketing objectives suitable for your brand and customer segments.
Part 2: Tuesday, June 19 | 11:20am-12:15pm
Designing a Program
Loyalty programs are about much more than points, discounts or transactions. You’ll learn how potential benefits can be layered into the customer experience and how to define a strategy, including the target audience, program evolution and exit. Plus, you’ll dive into the financial nuts and bolts for a better understanding of funding levels, benefits expiration, and breakage rates.
Part 3: Tuesday, June 19 | 1:40pm-2:35 pm
Assembling Program Building Blocks
Customer segments, benefits, executive buy-in, finance department sign-off, materials procurement, and internal procedures are just a few of the pieces that must line up for a program to be successful. In this segment, you will work through the most common steps and examine best practices to understand making a business case for loyalty, develop a strategy, and plan its launch.
Part 4: Tuesday, June 19 | 2:40pm-3:35 pm
Implementing a Program
Operations and performance measurements are the topics of the final segment. Now that the program design and goals are set, it’s time to turn to your attention to customer communication strategies, promotional initiatives, and the terms and conditions, and employee training and materials. Learn what metrics to look for immediately and long-term, how retention and breakage should be measured, and what you envision for this list of devoted customers.
_Button.jpg)
