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Sponsored by the DMA Catalog & Multichannel Marketing Council
Series Overview
Is there a young professional or new associate in your organization seeking the essentials for building a successful catalog program? Or, maybe you or your colleagues are looking to brush up on the basics? Join this new, three-part virtual seminar orchestrated by seasoned professionals who will present an exceptional step-by-step tutorial. Learn how to build an effective communication plan, allowing for affordable acquisition and a strategy that builds customer retention. Learn the rules of profitable catalog design ... proven techniques that engage the customer, increase the average order and build your brand. Understand the ingredients of a great merchandise concept and square inch analysis but more importantly, how to plan for future success. Case studies, sample spread sheets and proven techniques will be presented in these three fast-paced, one-hour virtual seminars. At the end of each virtual seminar, you will be able to ask questions and get immediate response.
CLICK HERE For Part Two
CLICK HERE For Part Three
PART ONE: The Ins and Outs of Catalog Marketing: A Primer to Building a Successful Catalog Business
Catalog marketing is all about determining who to mail, when to mail and what to mail. Its developing plans to acquire customers (“front-end marketing”), retain customers (“back-end marketing”) and increase overall purchase frequency to grow the business. Without a solid marketing foundation, the best merchandise concept and creative platform are left to flounder. In this session, you’ll be introduced to the concepts that are the lifeblood of every successful catalog company, including contact strategy development, new customer acquisition techniques, promotional strategies, segmentation models and the essential analytical concepts that every cataloger must master.
You’ll leave this fast-paced virtual seminar with an understanding of:
- New customer acquisition techniques and methods for evaluating their success
- House file segmentation strategies and methods for evaluating their effectiveness
- Customer contact strategy development
- How and when to use promotional strategies
- Key catalog and online metrics to evaluate the performance of the multichannel business
Who Should Attend?
- Young Professionals
- Anyone new to the industry
- Veterans desire a quick and easy refresher
- Anyone involved in marketing, merchandising or creative
- Anyone in the catalog/multi channel industry desiring a basic exposure that are not involved in day-to-day marketing efforts
Speaker: Steve Trollinger; Executive Vice President, J. Schmid & Assoc. Inc.
Steve Trollinger has developed and executed marketing strategies designed and employed to help his clients meet their goals – file growth, revenue gains, and increased profitability – for nearly 10 years with J. Schmid. Through segmentation makeovers, marketing plan overhauls, prospect strategy re-developments and overall business reviews, he has helped his clients improve ROI while improving efficiencies.
Heading up J. Schmid's Marketing Services Team, Steve has used “left and right-brain” thinking to conceptualize and evaluate both the creative and analytical aspects of direct marketing for a wide variety of clients including The HoneyBaked Ham Company, American Express International, Wolferman's, Hallmark Flowers & Gifts, Playboy, HP, American Stationery Co., Sundance Catalog, Isabella Oliver (UK), See's Candies, Cheryl & Co., Camping World, Eckler's Corvette Parts, Jack Stack Barbecue and others on projects including marketing, creative and merchandise strategies and analytics; circulation planning, business valuation, online strategy and implementation, financial analysis, start-up launches and more.
Steve has also written a variety of articles for key industry publications including Multichannel Merchant Magazine, Target Marketing, Catalog Success and DM News. He has spoken about successful circulation planning strategies, analytical techniques and general catalog marketing for several direct marketing conferences including the ACCM (formerly the Annual Catalog Conference), the Direct Marketing to Business (DMB) conference, Catalog Tech and for various local direct marketing associations and clubs.
Steve has served the Kansas City Direct Marketing Association for more than six years and was President of the club in 2005. He was also awarded the club's Young Direct Marketer of the Year distinction in 2003. He completed his undergraduate education at Baylor University in Waco, Texas, and has his Master of Business Administration in Direct Marketing from the University of Missouri-Kansas City.
We would like to extend a gracious thank you to our generous
DMA Catalog & Multichannel Marketing Segment Sponsors:
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| Showcase your brand by becoming a sponsor of the DMA Catalog & Multichannel Marketing Segment. To learn about the benefits of becoming a Catalog & Multichannel Marketing Segment Sponsor, contact Terri Bartlett at 212.768.7277, ext. 1651, or by email at tbartlett@the-dma.org. |
Registration Rates
| CMMC Council Member*: | FREE |
| DMA Member**: | $149 |
| Non-Member***: | $199 |
*Free for Catalog & Multichannel Marketing Council (CMMC) Members. PLUS, CMMC Members can have TWO of their staff attend each Essentials of Catalog & Multichannel Marketing Virtual Seminar for FREE. Additional staff can attend each Essentials of Catalog & Multichannel Marketing Virtual Seminar at the deep discounted rate of $25 per person.
CMMC Members must register their staff via phone by calling DMA Customer Service at 212.790.1500. Online registration is not available for this Special Offer.
**DMA Members that register for all three Essentials of Catalog & Multichannel Marketing Virtual Seminars and not attending through any special offer will receive a one-year DMA Catalog & Multichannel Marketing Council membership for free. This offer is not available to prior or current Catalog & Multichannel Marketing Council members and is only valid for the first year of Council membership. Membership must be renewed annually.
***Non-members that register for all three Essentials of Catalog & Multichannel Marketing Virtual Seminars will receive 20% off the first year of DMA Membership.
Special Offer Expires April 23, 2008
See information on how to join DMA.
Ways to Register
| Online: | Register Now |
| Fax: | 212.302.7643 |
| Phone: | 212.790.1500 |
| Mail: | Printable Form DMA Customer Service 1120 Avenue of the Americas New York, NY 10036-6700 (Check payable to DMA) |
For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.
Payment Policy and Confirmation
In order to confirm your place in this event, we require payment in full. From time to time, we change a date or location of an event. If we need to change a date or location for any reason, you will be contacted. If you have not received confirmation of your attendance from DMA, please call 212.790.1500 to ensure your seat.
Virtual Seminar Cancellation Policy
If you cannot participate in the virtual seminar, please contact DMA Customer Service prior to the event to have your registration fee held on account for a future event. If you must cancel your registration altogether, DMA will refund the registration fee in full if canceled at least one (1) business day in advance of the event. Registrants who do not cancel or arrange to have their registration fee held on account prior to the event, and fail to attend the event, forfeit their full registration fee.
If DMA cancels the event for which you have registered, the registration fee paid will be held on account for a future event or fully refunded if you prefer. DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended, postponed, or canceled.
DMA Money-Back Guarantee
You will be 100% satisfied with what you learn or we will refund your registration fee in full.* We can afford to make this offer because we know that this seminar will exceed your expectations. It's part of our commitment to providing you with the highest possible quality in education and training.
*Requires written request within 30 days of the seminar.
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