Course Offerings

Direct Marketing Testing is where businesses experiment with various communication channels and materials within a direct marketing campaign. Testing, used properly, can identify which approaches generate the most effective response from various target audiences. This allows optimizing marketing based on test-proven results.
Direct marketing testing helps improve your marketing by allowing you to discover what works and what doesn't. Businesses have different audience segments and communication messaging. What may work for one company may not work for another. Then again, what may work for one company may also work for another. Testing allows "trying out" various options known as "variables."
Testing helps reduce risks of wasted budget on ineffective strategies. Testing also supports ongoing improvement of direct marketing strategy. Testing is designed based on scientific testing methods to avoid what your "gut" tells you what "might work."
Last, but not least, testing can identify key communication elements that resonate with your customers and prospect customers. Too many marketers overlook the essential ingredient of marketing and direct marketing: testing.
The course consists of lectures and written assignments. Quizzes at the close of each lesson help clarify comprehension of the material.

Course Objectives

Recognize how to define test metrics to evaluate the effectiveness of a product or service before marketing campaigns are fully launched (rolled out)

Be able to structure a testing plan that includes multiple testing variables

Apply testing planning and structure to email, direct mail, geography, copywriting, print media and more

Think like a direct marketer and learn how direct response is structured differently from other communications disciplines.

Outline of Instruction

How to put basic direct marketing concepts into practice

Direct marketing essentials for B2B and B2C businesses

Direct marketing techniques that work elsewhere

The acronyms and analytics that define success or failure

Understand audience segments to develop targeting strategies

What does it take to write responsive copy?

The elements of a motivational offer

Which offers work best?

What advantages are there, if any, to multimedia integration?

What response rate can we expect?

Calculating the ROI on a marketing investment

Testing and measurement strategies

How can we avoid mistakes when setting up tests?

Contact Hours

20

CEUs

No

Industry Standard, State or National Certification

Certification

None

Website

None

Certification Learning Outcomes/Requirements

CE or CU Articulation

No

Prerequisites

N/A

Learning Supplies Needed

Notebook or journal and pen/pencil

Clinical Site/Special Facilities

N/A

Requirements for Successful Completion

90% attendance

Accreditation/Special Approval Requirements

N/A

Intended Audience

Marketing, direct response, target marketing, database marketing, fulfillment, sales, advertising, promotion, account executive, media selection, commercial art, web design

Specific Industry or Business Support Needs

N/A

Wake County Need for Industry Positions

N/A

Industry or Job Titles Related to Training Outcomes for Employment

Related Courses

SEF-3001AK

Course Contact Information

Community & Career Education Staff
919-532-5700
[email protected]