Course Offerings

Performance-based marketing, direct response marketing and target marketing. They're all different flavors of what is called direct marketing – the most powerful and provable path to generating profitable customer relationships for the long term.
• Direct marketing is a marketing strategy that involves communicating or distributing directly to consumers, rather than through an indirect third parties. It can be used to build brand awareness, generate interest in products and services and generate sales leads.
• Direct marketing is a useful tool to market your goods or services. It allows you to target certain user groups without wasting time and money on mass marketing.
• Direct marketing involves promoting, typically through specific channels like emails, mailers or telemarketing, bypassing intermediaries. It aims to establish direct and personalized connections with the target audiences.
• Direct marketing is a type of communication that provides methods for marketplace response directly to the marketer or seller. It is also sometimes called direct response marketing. Direct mail is also called mail order.

Why is direct marketing important for businesses? Can direct marketing be integrated with other marketing strategies? What are the common mistakes to avoid in direct marketing? These questions and more are addressed and answered in this course.

Course Objectives

Learn about how to effectively design, target and execute direct marketing campaigns, including understanding audience segmentation, crafting messaging, choosing the right format, optimizing mail for maximum impact, tracking results and integrating direct marketing with other marketing channels.

The class includes four key components:
• The direct marketing creative
• The format of correspondence
• The offers/incentives
• Target responsive list segments

The course consists of lectures and written assignments. Quizzes at the close of each lesson help clarify comprehension of the material.

Outline of Instruction

Introduction to Direct Marketing
a. Why general advertising techniques don't work with direct marketing?
b. Growth and origins of direct marketing
c. The direct marketing process

Direct Marketing Planning

Establishing Direct Marketing Objectives

Direct Marketing Segmentation and Targeting

Questions to Ask When Choosing Targets
a. Market differences
i. Business-to-business
ii. Consumer
iii. Nonprofit
iv. Marketing databases

Effective Offers
a. Which offers work best?

Direct Marketing Testing
a. Testing methodology
b. How to avoid mistakes when setting up tests?
c. What does it take to write and recognize successful copy?

Results Analysis
a. What response rate and profit level can we expect?
b. Marketing break even
c. Lifetime customer value
d. Direct marketing and customer relationship management (CRM)

Any New Direct Marketing Techniques We Should Be Using?

What Advantages Are There, If Any, to Multimedia Integration?

Direct Marketing Terminology

Conclusion

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

This training is for those who work in an organization’s marketing and communications team or, as part of their job, use direct marketing to assist with an organization's overall marketing strategy. Anyone who is responsible for direct marketing results – beginners through intermediates.

You should attend if you're new to direct marketing or need to expand your knowledge from other areas of marketing. Anyone who influences the success of an organization's marketing, promotions or other direct marketing efforts!

• Account executives
• Database marketing managers
• Marketing analysts
• Marketing communication specialists
• Product managers

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]