Direct
Marketing
Fundamentals
Back To Course Details Reference
  • Introduction
    • What is Direct Marketing?
    • "Direct" versus "Mass"
    • Consumer Versus BTB
    • ROI & Lifetime Customers
    • Minimum Response Rates
  • The Direct Mail Package
    • Self mailers versus envelope formats
    • Effective packages
    • Techniques to get mail opened and read
    • How effective is personalization?
  • Direct Response Print
    • Magazine positioning 
    • Selecting publications, advantages and disadvantages
    • Newspapers: which sections work best?
  • Telephone Tools
    • Most effective uses
    • Why campaigns fail
    • No cost enhancement of Direct Mail performance
  • Internet Direct Marketing
    • The most perfect Direct Marketing technology ever.
    • eMarketing challenges
    • Permission Marketing = The future of Marketing
    • eMail marketing without spam concerns
  • Lists and Database Marketing
    • Quality versus quantity
    • Working with list brokers
    • Difference between lists and databases
    • Database Marketing beyond Direct Mail
    • Databases and Testing
  • Database Direct Marketing
    • Differences from Database Marketing and
    • Database Management
  • Lead management strategies and tactics
    • Customer and inquiry files
    • eMail reply databases and IT integration
    • Developing and Managing Customer Relationships
  • Offer Development
    • Why Offers are 2nd most important factor of all
    • Offers related to pricing and product features
    • When to use Guarantees and Warrantees
    • Free gifts and 99 other offer ideas
  • Response Creative and Copy
    • Traditional copy versus Direct copy
    • Essentials of effective creative strategy
    • Long versus short copy
  • Questions and answers mini workshop (time permitting)
    • Applying lessons to YOUR circumstances.
Why training in Direct Marketing Fundamentals?
  • Distinguish who MAKES purchase decisions VERSUS who INFLUENCES decisions?
  • Provides a comprehensive overview of the basics of direct marketing.
  • Let's you go quickly from a limited understanding of direct marketing to a firm grasp.
  • Geared to both consumer marketing or business-to-business.
  • Gain a broad understanding that The Fundamentals of Direct Marketing training provides.
  • No longer will questions about Direct Marketing be too difficult.
  • Understanding how to repeatedly improve marketing effectiveness.
  • Understanding how to repeatedly improve marketing effectiveness.
  • The process of marketing success that "feeds on itself".
  • how "direct" strategies, proven effective in one medium, are usually effective in all other marketing.
  • why general advertising strategy is rarely effective in Direct Marketing.
What Past Attendees Say:
     "It busted almost all my existing ideas about how direct marketing works. I feel so much better prepared to attack our new direct campaigns from an informed position. I still need a great deal more specific info. Now I feel I have a solid footing to more forward."

     "Focused completely on Direct Response campaigns which I'm In the middle of working on."

      "Great Information - very helpful & thought provoking - made me see what I was doing right and the things we are not doing, but should be!"  

Who Should Attend?
     Anyone who affects the success of your organization's promotions or other marketing efforts.

     Managers, Supervisors and Coordinators in Marketing, Sales, Advertising or Promotion Management.

     Business owners, partners and principals of businesses big and small..

     Advertising Agency account services staff, or similar staff from marketing service firms.

     Sales Reps from supplier and vendor companies who support Direct Marketing "user clients"

Speaker(s)
 George Wehmann
President, Direct Marketing Resources Group, Raleigh, NC

Founder, past president, Carolinas Direct Marketing Association.

     Wehmann's experience comes from Readers Digest Condensed Books Club, American Express, IBM PC Company and Merrill Lynch Financial Services.

     Wehmann has presented at conferences for a variety of trade associationsincluding The American Marketing Association, The Internal Association of Business Communicators, Chambers of Commerce and various entrepreneurial development groups.
New Bern Avenue, Raleigh, NC Directions & Parking Information Provided To All Registrants --
For Other Training

Only $99
Per Half Day Workshop

Seating Limited Due To Small Groups Reserve Seats NOW

Information-packed workshops
on using Direct Response MORE EFFECTIVELY! 
Learn and understand
the Direct Response Mindset.
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