Creative Direct Marketing Strategies Seminar

How Direct Marketing is Being Reinventing

• How direct marketing is becoming more complex - what you need to know to keep up
• How consumers and businesses are changing
• New tools every direct marketer should be maximizing
• Up-to-date case history

The Building Blocks of Strategy

• Introduction to strategic thinking - your secret weapon
• The Law of the Grizzly
• Segmenting for success
• Next step marketing - the quick basics
• Jump-start your campaign with he Creative Strategy Form
• Lessons from AT&T, American Express, iMarket, NEC, and others

The Weapons of Strategy

• Why you can't afford to confuse features and benefits
• How to make the most of the Incredible Pencil Test
• Understanding barriers and levers
• Where testing fits into every good strategy

Boost the Creativity of Your Offers

• The Godfather Technique
• Simple but effective tips for creating an irresistible offer
• Know how to present the offer
• How to tap into the power of an offer test
• The Commitment Ladder
• 10 offers that may work for you (and 10 to avoid at all costs)
• The world's greatest offers

Choosing the Right Media

• The pros and cons of direct mail, print, radio, TV, the Internet, and other media
• Innovative use of media - what you can learn from what others are doing
• How the Internet changes everything

17 Proven Direct Marketing Creative Strategies (and when to use them)

• The Cluster Bomb
• Static Cling
• "Something in a Box"
• The Chairman's Letter
• Personalization Plus
• The Maybe Box
• The Certificate Trick
• The Professional Challenge
• The Q&A Segue

Apply What You've Learned: A Strategic Assignment

• How-to's for creating better direct marketing
• Divide into groups and tackle a strategic assignment

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

DAY 2
9:00 A.M. - 4:00 P.M.

Which Direct Mail Package Pulled Best?

• See actual solutions and results

Copy and Design Workshop

Learn new and proven tools for creating and evaluating direct mail packages and advertisements, including:

• How to write effective letters
• How to choose the right format
• Break out of the box with these creative format ideas
• Pros and cons of outer envelope techniques
• A smart approach to creating lift notes
• How to write powerful headlines
• Design involvement devices that draw readers like a magnet
• The rules of effective reply cards
• 10 checklists: How to evaluate and improve every element of a direct mail piece
• Advanced techniques: 5 creativity tests - which will stimulate your thinking

101 Ways to Increase Response

Direct Marketing Critiques

Join other seminar attendees in an open and valuable analysis of direct marketing packages or advertisements.

Anatomy of a Gold ECHO

Get the inside story behind a 2004 Gold ECHO-winning campaign – and the one that beat it last year! – and see how to apply the same lesson to your program.

IMPORTANT*
Please bring your direct marketing pieces to the seminar for review.

Outline is subject to change.

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