Introduction to Direct Marketing

Using direct marketing to achieve profitable relationships with customers

The purpose of this course

This practical course shows delegates how to use direct marketing to win new customers, develop relationships with existing customers and win back lapsed customers in order to create profitable and sustainable business. Those who attend will learn how to construct and implement direct marketing campaigns and manage them cost effectively. It introduces principles, tools and frameworks that can be applied in the workplace immediately to improve results.

Who this course is for

People who are required to plan and use direct marketing in B2B and B2C markets, but have not yet attended a direct marketing course. Marketing managers, marketing executives, agency personnel and those responsible for managing customer data should benefit from this course.

Benefits for your organisation

This course can help to ensure that your business is optimising the potential from existing, new and lapsed customers. It should enable the organisation to increase the value of customers and ensure that valuable resources are applied where they will have the best outcome. It should also help you to identify where marketing budget, time and effort are being wasted.

Benefits for you as an individual

You will improve your knowledge so that you can get better results from your campaigns. This should increase your credibility. You will also be better placed to justify your proposed campaigns and win the support of others in your organisation. It can help you to win budget.

In addition, it will show your colleagues and managers that you have a sound understanding of the relationship between direct marketing actions and profitability.

You will learn how to

• Plan, co-ordinate, and implement campaigns in a more structured manner
  Identify your best existing customers and prospective customers
• Measure the outcomes of your campaigns
• Make the best use of your marketing budget
• Build sustainable customer value
• Justify new proposals for campaigns and get them accepted
• Valuable hints and tips that can improve the focus, process and techniques of direct marketing
• Gain a broader understanding the role of direct marketing within the overall marketing plan

Course content

• The principles tools and frameworks of direct marketing
• How direct marketing works
• How to build sustainable customer value
• How to identify your best existing customers and prospective customers
• Apportioning direct marketing spend according to customer worth
• How to get better results from your customer database
• Collecting, using and managing customer data cost effectively
• Developing the right direct marketing mix
• Applying the right direct marketing tools for the right task
• Creating the right messages and constructing direct marketing copy that works
• How to put together a workable direct marketing plan
• Measuring the outcome of direct marketing campaigns against spend
• Twelve golden rules for better direct marketing

Professional Standards

CIM’s Professional Marketing Standards have been developed through extensive research with employers and leading academics. All of our marketing qualifications and training courses are based on this framework ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance.