∷ TheChinaDMA ∷

Training

Theme:
The Direct Marketing Essentials Business Seminar

Date: March 18th, 2009

Location: Mesa&Manifesto，No.748 Julu Rd (east of Fumin Rd) Shanghai

Who should attend ?
For professionals who are considering or have just started to use Direct Marketing, our Direct Marketing Essentials training program is the best choice.

Outline:
This course will provide you withal the necessary skills to get you started including how to:

- Develop a Direct Marketing project plan
- Make the right choice concerning target audiences and mailing lists
- Execute and produce Direct Marketing projects
- Learn how to boost response
- Make the right decision concerning Direct Marketing media

Agenda:

Session	Theme
08:00 – 08:30	Registration
08:30 – 08:40	Welcome and introduction of Attendees
09:00 – 09:20	The Essence of Direct Marketing In the opening section we will place Direct Marketing within the marketing framework using understandable definitions and outline the key objectives.The examples used to explain the essence of Direct Marketing are tailored to the roles and companies the participants represent.
09:20 – 09:50	The role of Direct Marketing in the communication mix. Outlining Direct Marketing principles compared to general advertising on effectiveness, time to market. With cases we will signalize trends and developments in the Chinese/Asian market.
09:50 – 10:00	Coffee Break
10:00 – 11:00	Developing a Direct Marketing Project Plan Describing the full process how to develop a detailed project plan to execute direct marketing initiatives, including channels to use (direct mail, e-mail, direct print, SMS) target audience, budgeting, offers & pricing, briefing, creative, data lists and production & fulfilment.
11:00 – 12:30	Direct Marketing channels Outlining the various off and online channels to achieve the right results is the purpose of this section. Do's and don'ts of direct mail, telemarketing, SMS and E-mail marketing. Which channel to use and when and how to approach and deploy multi-channeling are highlighted through cases and exercises.
12:30 – 13:30	Lunch
13:30 – 14:15	How to brief your agency Briefing an advertising and/or direct marketing agency in order to communicate what your target audience wants is crucial for success. If you are not clear in detailing what you want you will get ideas that will pass like a ship in the night. This building block gives a solid basis in how to get the most out of your agency and make effective use of their skills and resources. Participants will work on an assignment to develop their own briefing and we will show good and bad briefing examples.
14:15 – 15:15	Building and improving databases, segmentation This building block gives insight on how to use the database as a foundation for segmentation and targeting. We focus on how to profile prospects and customers and use the data for successful acquisition and loyalty initiatives.
15:15 – 15:30	Coffee Break
15:30 – 16:30	ROI in direct marketing This section is about the importance testing and measuring the performance of direct marketing initiatives. Measuring failure or success we will look at using the right metrics for attracting new customers and selling more to existing customers. Setting up source coding, defining test cells and roll out scenarios, measuring response and customer behavior are subjects which will be illuminated through cases and an assignment.
16:30 – 17:15	Creative: developing and judging creative proposals This part is all about understanding how to create and judge powerful messaging in various channels. How to evaluate and strengthen visuals and copy and how to develop powerful offers and action techniques that outperform the competition. Participants will get a chance to develop their own creative and have it judged by the rest of the group.
17:15 – 17:25	Coffee Break
17:25 – 18:30	Campaign production and planning (incl. fulfillment) This building block will focus on implementing a direct marketing action plan. How to budget, plan and organize the front and back office are part of this section. Developing a structured approach to 3rd parties and how to set up contractual and service level agreements are presented and highlighted through examples of other companies.

About the trainer:

Alex D. Font is a Partner and Director for Affinity Services, a Direct Marketing Consulting company based out of Shanghai China. Alex has extensive experience with Sales, Client Services and Training within the Direct Marketing industry. He is a 14 year veteran and is familiar with Direct Marketing practices in the U.S., Japan, China and Korea. Alex has worked with Sprint Corporation in the U.S. and Korea as well as Direct Marketing companies of Benesse Corporation in Japan and China.

Alex D. Font currently serves as a Chairman of the China DMA, has held the Chairmanship of the Telemarketing Sub-committee for the American Chamber of Commerce Japan and is a current member of the American Telemarketing Association, the U.S. Direct Marketing Association, and The China DMA.

Alex earned an economics major from the University of Central Florida in Orlando, Florida U.S.A and is a certified Professional Direct Marketer graduated with honors from Temple University Campus in Tokyo Japan. Alex was also an instructor for the Call Center Management Course at Temple University Japan. His hobbies include playing tennis, reading spy novels and following Formula One. Alex is fluent in English and Spanish and has basic Japanese and Chinese conversational skills.

Price:

-Fees
Each Business Seminar
Non-Member: RMB 3,900
The China DMA Member: RMB 2,450

Enjoy Early-bird price by paying the delegate fee before February 28th.
Early-bird Non-Member price: RMB 3,500
Early-bird Member price: RMB 2,200

- Special Promotion
Get one free seat by taking one-year corporate membership

- Discount Available
Bring 3 or more delegates and benefit from 10% SAVINGS off the regular price

* Business Tax not included
* Course fees cover all tuition, course materials, lunch and coffee breaks on all days.

How to book:
Download the reservation form HERE:
1: By Email. Fill in the reservation form and send an email back to Karen@theChinaDMA.com
We will contact you to confirm details.
2: By Telephone Call Karen Li at the China DMA on Shanghai (021) 6248 3766. We will then coordinate your reservation.
3: By Fax Print out the reservation form, fill in the details and fax to (021) 6248 0351.