The fast look at the Direct Marketing & Sales and what it means for your Customers

• Direct marketing – what it stands for and do we really need it?
• Why not all marketing is direct
• Key principles of direct – targeting, interaction, control and continuity
• The impact of direct marketing – how it leads to fully accountable, real time marketing

Advantages of direct marketing – perfect example of “win – win” strategy

• Advantages for buyers – how to find efficient approaches to satisfy your customers
• Advantages for sellers – valuable marketing channel you can’t ignore
• Underestimated potential of Direct Marketing and how to release it

Forms of direct marketing – what to choose to outperform the competitors?

• Mail order sales – old fashion still works!
• Catalogue sales – reduce hassle and increase Sales
• Telephone sales – stop irritate and start to help
• TV sales – television turned into a new era, are you with it?
• Sales kiosks – portion of creativity and competitors are behind you
• Digital technologies – modern way to interact with customer you should emphasize
• Practical Advice: How to choose the best form of direct marketing and prioritize it?

Customer databases and direct marketing – To whom we are going to send?

• Creation and management of a database – how to start effectively and save your time in future
• Prioritizing your customers, prospects, and suspects – hit that bull’s eye!
• The target audience – Identify your Customers without mistakes

Defining a strategy and the direct marketing plan – summarize all channels to work together

• Segmentation, targeting and positioning for direct marketing
• Defining a direct marketing target, calendar and budget – miscalculations are unacceptable
• How to measure direct marketing results – how to choose right metrics
• Developing and implementing a direct marketing plan

Direct marketing within the framework of the company’s entire Strategy

• Efficient embedding Direct marketing into Customer-Centric company
• Top tips how to amplify your company’s Strategy with Direct Marketing tools
• Disadvantages of Direct Marketing – know your weakness but strengthen your strong suit
• Why Sales and Direct Marketing can’t be reviewed separately in context of Success of whole company?

Sales Fundamentals considering the features of modern consumers’ environment

• Modern definition of Sales
• Why you should change your opinion about Sales? Customer Era is here and you should admit it.
• What is more important – Sales or Marketing?
• Adaptation of Sales department to the current trends – how stop to fall behind the competition
• Top 5 techniques that you should try to boost your Sales

How Direct marketing makes Sales process easier

• DM lower your costs
• DM as tool to shorten the Sales cycle

Cooperation of Direct Marketing & Sales – Engaging, Developing and Retaining Customers

• What is customer loyalty?
• How to measure the business value of loyalty and customer values
• Automating contact strategies throughout the customer lifecycle: welcome, cross-sell, up-sell, preventing defection and win-back
• Developing customer engagement strategies
• Segmenting by customer value to create differentiated service propositions
• Permission marketing, personalization and online self-service
• Using real time data to personalize website and contact center interactions
• Key analytical techniques to measure customer programs
• Costing and budgeting customer retention programs

The Future Landscape of Direct Marketing

• The benefits of taking a longer-term view
• Forecasting – how to anticipate consumer needs
• Structural and technology forecasts
• Looking at near technology forecasts