Theme:
The Direct Marketing Advanced Business Seminar
Date: March 19th, 2009
Location: Mesa&ManifestoㄛNo.748 Julu Rd (east of Fumin Rd) Shanghai
Who should attend ?
For those of you who already have three years or more working experience in Direct Marketing, our Advanced Direct Marketing Training program is the right option.
Outline:
After the training you will be able to:
- Develop and execute a database marketing strategy and initiatives that produce the best results
- Evaluate the benefits, costs, and strategic factors related to database marketing
- Understand database marketing information technology (IT)
- Evaluate your customer database and develop a platform for customer segmentation
- Use Customer Lifetime Value as basis for making marketing decisions.
Agenda:
| Session |
Theme |
| 08:30 每 08:40 |
Registration and Welcome |
| 08:40 每 09:00 |
Introduction of Attendees |
| 09:00 每 09:30 |
The role of Database Marketing in the marketing mix
Outlining Database Marketing principles compared to mass marketing and advertising on effectiveness and how to develop the right channels and marketing mix related to the market, your organisation and specific long/short term objectives. |
| 09:30 每 10:15 |
How to use Database Marketing to develop profitable relationships
In this section you will learn to use consumer behaviour as a predictor for future behaviour. Be able to assess a customer's true value: Customer Lifetime Value. Judging the value of Customers compared to
non-customers, and how to attract the best customers. |
| 10:15 每 10.25 |
Coffee Break |
| 10:25 每 11.25 |
How to manage a database in a multi channel environment
Multi-channel strategies seem to generate lots of opportunities. In this session you will learn how to keep track of the impact of each channel, and how to use them cost effectively. We will discuss how various channels can help you to strengthen customer relationships through additional interactions. |
| 11:25 每 12:30 |
Developing a customer segmented approach (profiling for profitability)
It is common to see that 80% of responses come from 20% of customer groups. In this part you will learn how to identify these customer groups and how develop a differential marketing approach. |
| 12:30 每 13:30 |
Lunch |
| 13:30 每 14:15 |
Developing a customer segmented approach (profiling for profitability)
It is common to see that 80% of responses come from 20% of customer groups. In this part you will learn how to identify these customer groups and how develop a differential marketing approach. |
| 14:15 每 15:00 |
Learning creative ideas for data enhancement
In this section you will develop solutions you can use directly to improve the quality of your data, turning transaction data into marketing information, and enriching your database with client information without spending an extra yuan. |
| 15:00 每 15:10 |
Coffee Break |
| 15:10 每 16:00 |
Customer Lifecycle Planning & Development
Learn and practice how to develop your customer strategy along the Customer Lifetime Value principle and design your approach based on your customer lifecycle, turning it into profitable results.
|
| 16:00 每 17:00 |
Identifying customer related moments of truth
Discover the moments when consumers and clients need your attention and learn to recognize churn-drivers and sales drivers. Understand how to anticipate on these moments of truth to create Customer Value. |
| 17:00 每 17:10 |
Coffee Break |
| 17:10 每 17:50 |
Developing a Contact Strategy including non-direct, direct and
e-media
In this section you will develop a contact strategy for your own company (product or service) based on pre-set targets and a limited budget, and bring it alive in a through-the-line media approach.
|
| 17:50 每 18:30 |
Monitoring & measuring results
You will learn how to measure results and how to calculate ROI. You will be provided with helpful templates and guidelines so that you can use them afterwards in your day-to-day work. |
| 18:30 每 19:15 |
E-business: attracting and managing customers through the Web
This section is zooming in on the web as an interaction platform, and cover the areas of search marketing, bannering, e-mail marketing, webloging and viral marketing as tools to boost the impact of communication and sales.
|
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: 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.
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