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It could take you years to learn on the job . . .
. . . Or you could attend the Direct Marketing Institute.
For the past 15 years, Beth Smith has been the Creator and Educational Director of the Direct Marketing Association's most popular seminar The Direct Marketing Institute. Beth has conducted this seminar for DMA publicly, and privately for companies and organizations in a customized format. The public Direct Marketing Institute is 3 days. Private in-company versions can be customized for 1, 2, or 3 days.
Click here to attend the DMA Direct Marketing Institute. Save $300 at the DMA Direct Marketing Institute by using special Instructor Discount code: INST30
Contact Beth Smith if you'd like a no obligation consultation on how to fast forward your team's direct marketing efforts.
Here is an overview of what you can learn from Beth in her public or private seminars:
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Direct Marketing
Institute Seminar Agenda
Direct
Marketing Essentials
- How to master Direct Marketing's 8 Cardinal Principles for success
- Why general advertising techniques fail in direct
marketing
- 3 major ways to grow your revenue
- Critical issues of ROI and lifetime value of a
customer
- Key direct marketing analysis measures
- Understanding customer retention rates and what
causes attrition
- What response rate you can expect – by medium
- How to make campaign integration multiply your success
Direct
Marketing Online
- Top online marketing pressure points
- Search, website conversion and Email marketing
- Search engine optimization and Paid Search Marketing Secrets
- How Social Media marketing impacts search
- Developing a website communications plan
- How to get and keep Email registrations
- How to avoid the most common email failures
- Key elements that determine the success of your
website
- How to convert your website visitors to customers
- How to identify trouble spots
The
Direct Mail Package
- Why Direct Mail still works in a digital world
- 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
- Your direct mail package checklist
Audience Targeting and Relationship Marketing
- How to get the right mail and e-mail lists for acquisition
- Important list selection characteristics that can
lift your response
- Functions of a list broker and list manager
- Sources of list information
- List enhancements and Profitable prospecting tips
- Merge/purge
- List hygiene and how to improve deliverability
- Database marketing, market segmentation and
targeting to improve profits
- Predictive modeling to improve budget
effectiveness
- Building customer loyalty and promoting word of
mouth marketing in all channels
- Creating Advocates: Social media marketing guidelines
Graphics
And Design
- Studies on how people view websites, email, brochures and catalogs
- How to critique your email, brochures, and
catalogs
- How typography and layout choices impact
comprehension and results
- How to improve response by improving readability
- Making your design work harder and help you sell more
Offers
& Propositions
- Creating irresistible offers to melt away inertia
- Effect of payment terms, price, product features,
and guarantees
- When to use a discount and when you shouldn’t
- How to effectively use an incentive
- Proven offers that increase response, increase
average order value, and retain customers.
- How offers affect your retention rates
- Action Devices: Sweepstakes, Contests, Premiums, Tokens,
and Games
Proven
Creative Platforms
- What makes your copy succeed or fail?
- How to speak the customer’s language
- The essentials of good creative strategy
- How to overcome inertia
- Understanding what triggers response
- Direct Response copywriting vs. general
advertising
- Guidelines on writing for direct mail and e-mail
- Translating features into benefits
- Class project
Evaluating
and Strengthening your copy
- How to prevent prospects from ignoring your offer
- What to look for when you critique
- Why most copy fails
- How to close the sale
- How long should your copy be?
- 6 things to edit copy for
Research
and Testing
- Why do you need both?
- 3 things research tells you that testing can't
- 4 major ways direct marketers should 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 and early warning systems
How to Achieve Multichannel Marketing Campaign Success
- Multichannel integration and synergy
- Key media combinations that deliver the greatest results
- How to allocate your media budget
- Award-winning multichannel campaigns that were game changers
- Media Overview: Display Advertising (Online and Print), Social Media, Telemarketing and DRTV
Print and Online Catalog
Guidelines
- Basics of successful print and
online catalogs: image, cover strategy, opening techniques, ease of use,
navigation, helping the customer shop, taking advantage of hot spots, organizing your
merchandise, up selling, getting customers to come back, evaluating
results
- Examples of market leaders
print and online strategies
- 10 most common catalog creative
mistakes
- Learn from the winners – Best
catalogs, websites and multichannel marketers
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Direct Marketing Institute Seminar Agenda
