Direct Marketing Institute

Note: Please bring a calculator.

Introduction/Essentials of DM (9:00 A.M. – 11:30 A.M.)

• What is direct marketing?
• Why general advertising techniques fail in direct marketing
• Examples of International ECHO Award winning campaigns
• 7 cardinal principles for direct marketing success
• Critical issues of ROI and lifetime value of a customer
• Key direct marketing analysis measures
• Retention rates
• Anticipated response rates by medium
• Test your direct marketing knowledge

Direct Marketing on the Internet (11:30 A.M. – 12:30 P.M.)

• Top Internet marketing pressure points
• Search Engine Marketing overview
• Tips on getting website registrations
• Key elements that determine the success of your website
• How to convert your website visitors to customers
• Most common failures

The Direct Mail Package (1:15 P.M. – 3:15 P.M.)

• When to use a self-mailer vs. envelope package
• What package formats are most effective?
• How to get your envelopes opened
• Letter formats that get the best response
• Effect of personalization on response
• When do you need an insert?
• Strengthening your inserts

The Direct Mail Package (3:15 P.M. – 5:00 P.M.)

Networking Opportunity:
Lunch will be served each day to facilitate networking with your peers.

DAY 2
8:30 A.M. – 4:00 P.M.

Lists and Database Marketing (8:30 A.M.. – 11:15 A.M.)

• What to know about choosing mail and e-mail lists
• Important list selection characteristics that can lift your response
• Functions of a list broker and list manager
• Sources of list information
• List enhancements
• Merge/purge
• List hygiene and how to improve deliverability
• Database marketing and market segmentation
• Profitable prospecting tips
• Building customer relationships

Graphics And Design (11:15 A.M. – 12:00 P.M.)

• Studies on how people view brochures and catalogs
• How typography and layout choices impact comprehension and results
• How to improve response by improving readability
• What’s different about Web site design?

Offers & Propositions (12:45 P.M. – 2:15 P.M.)

• Creating irresistible offers to melt away inertia
• Effect of payment, terms, price, product features, and the guarantee
• When to use a discount
• How to effectively use an incentive
• Proven offers that increase response, increase average order value, and retain customers.
• How offers affect your retention rates
• Class project
• Action Devices: Sweepstakes, Premiums, Tokens, and Games

Creative Guidelines (2:15 P.M. – 4:00 P.M.)

• What makes your copy succeed or fail?
• The essentials of good creative strategy
• How to overcome inertia
• Understanding what triggers response
• Direct Response copy writing vs. general advertising
• Guidelines on writing for direct mail and e-mail
• Translating features into benefits
• How to close the sale
• How long should your copy be?
• 6 things to edit copy for

DAY 3
8:30 A.M. – 3:30 P.M.

Research and Testing (8:30 A.M. – 11:30 P.M.)

• Why do you need both?
• 3 things research tells you that testing can't
• What 4 ways direct marketers use research
• When to use quantitative vs. qualitative research
• What you should know about focus groups
• What you should know about Internet research
• What to test
• How to test for less
• Basic testing rules
• How to get a statistically valid sample size
• Testing price, lists, copy and timing
• How to avoid disasters

Other Media Overview (11:30 P.M. – 2:15 P.M.)

• Multi-Media Integration
• Magazines: Timing, position factors, and selection
• Newspapers: which sections work best?
• Telephone: Most effective uses, combining with other media
• TV: What's different about DRTV
• Insert media: Low cost prospecting alternatives

Catalog Guidelines (2:15 P.M. – 3:30 P.M.)

• Basics of successful catalogs: image, cover strategy, ease of use, helping the customer shop, taking advantage of hot spots, organizing your merchandise, up selling, evaluating results
• Examples of market leaders in print and online
• 10 most common catalog creative mistakes