How to utilize a special business tool
effectively to increase sales and build
customer relationships?
This practical seminar offers a practical
review of what direct mail is, why
it could be an important part of an
effective promotional mix, how to
plan, organise and implement approaches –
deploying creative mailing material – in
order to win new customers, and hold and
develop existing customers.
Who Will
Benefit? All those in
sales and marketing wanting to assess or
review how best to deploy direct mail as a
part of their overall promotional mix and
make it effective.
Coverage
Introduction
-
Direct mail and its
role in the marketing mix
-
The difference in
nature between this and other
promotional methodology
-
How and where it can,
and cannot, be useful
-
The different roles
and objectives it can involve
Database
considerations
-
Creating, holding and
updating a database of
customers/prospects
-
List rental and
swapping
-
Working with the list
-
Relationship
marketing
-
Tailoring approaches
to different customer categories
-
Target marketing
-
Major customer
liaison and development
The components of
direct mail
-
Deciding the message
-
Seeing and Using the
customers’ viewpoint
-
Principles of
creating copy that acts to persuade
-
Successfully
incorporating the design element
-
Specific components:
envelope, brochures and leaflets,
letters and other enclosures
-
Organising the
response and recording what works best
-
Costing a campaign
-
Testing alternative
methods
-
Getting the timing
right
Creativity
-
Approaches to finding
the right words, approach and overall
angle
-
Making a campaign
distinctive, memorable and effective
-
Organising the
process
-
Tricks of the trade
and attention to detail
Follow up activity
-
Creating continuity
-
Linked and double
shots
-
The link with other
marketing methodology, and new links
with e-commerce
-
Long-term
considerations and building
relationships
-
Fine-tuning technique
and building in experience
Summary
NOTE: Delegates are
encouraged to bring existing material with
them to the seminar. This can be the subject
of critique and worked on in individual
exercises.
Post your comments at
amin@aiminlines.co.th
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