Introduction to Direct Marketing

Overview

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.

It emphasises the importance of cost-effective direct marketing that can produce measurable results with a limited budget and other resources.

Benefits to you and your organisation

You will gain a broader perspective that will enable you to understand the role of direct marketing within the overall marketing plan and this can enable you to make better decisions. Getting better results from campaigns should increase your credibility. You'll also be better placed to justify proposed campaigns and win the support of others, and the budget.

This course will help your business optimise 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.

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. 

What you will learn

• 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 of the role of direct marketing within the overall marketing plan

Course content

• 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

Learning approach

The course will be delivered using a combination of formal presentations, examples, exercises and discussions. Delegates will be given an opportunity to discuss their specific issues.