American Management Association Seminars

AMA’s Course on Direct Marketing Seminar
Seminar No: 05266 -XNBB
CEU Credits: 1.2
Length: 2 days

Where the science of data and the art of marketing come together.

It’s marketing that’s targeted, measurable, ROI-driven-and therefore an essential set of skills for today’s marketers. This introductory seminar shows you how to mine the direct marketing tool kit-from databases, offers and metrics to segmentation and one-to-one marketing-in order to enhance the entire go-to-market process. It also helps you acquire new customers more profitably, while keeping existing customers satisfied and buying longer.

Who Should Attend
Marketing directors and communications directors and managers...advertising directors and managers...product managers/buyers...and Web marketing managers.

How You Will Benefit

  • Know the basic tools and techniques of direct marketing
  • Effectively track and measure marketing investments
  • Learn how to put customer information to better business use
  • Save money by targeting communications to the right prospect at the right time
  • Develop winning copy and hard-to-resist offers
  • Deal effectively with direct marketing resources, whether suppliers, databases, call centers or marketing automation
  • Integrate direct marketing into the larger marketing mix-and get true business value out of it
  • Turn your Website into a lead-generating and database-building machine
  • Implement ROI-driven media buying

What You Will Cover

  • Using direct marketing to enhance the sale
  • Direct marketing programs: objectives...information needs...key success factors
  • Types and media of direct response programs
  • Mathematics and basic statistics: how to track responses...develop effective budgets...understand ROIs
  • Direct marketing planning and testing
  • Developing winning direct marketing campaigns
  • Databases: critical elements, sources of information
  • Customer retention and relationship management
  • The impact of customer service on data-driven programs

Extended Seminar Desscription

Learning Objectives

  • Get the Tools and Techniques That Enable You to Track and Measure Marketing Investments
  • Learn How to Put Customer Information to Better Business Use
  • Save Money by Targeting Communications to the Right Prospect at the Right Time
  • Develop Winning Copy and Hard-to-Resist Offers
  • Deal Effectively with Direct Marketing Resources, Whether Suppliers, Databases, Call Centers or Marketing Automation
  • Integrate Direct Marketing into the Larger Marketing Mix-and Get True Business Value out of It
  • Turn Your Website into a Lead-Generating and Database-Building Machine
  • Implement ROI-Driven Media Buying (Where Every Communication Pays for Itself!)

Abridged Seminar Outline

  • Direct Marketing: Its Benefits, Fundamental Principles and Role in the Marketing Mix
  • Databases: Getting Real Marketing Value from Customer Information ... Lists and External Databases
  • The Direct Marketing Value Proposition and Creative Strategy: Creating Irresistible Offers
  • Getting Maximum Results from Direct Marketing Media: Direct Mail, Print Advertising, Internet Media, Telephone
  • Planning and Developing Winning B2B and B2C Campaigns
  • Testing and Research: What to Test ... Proven Testing Methods
  • Budgeting, Tracking and Measurement
  • Customer Management and Retention: Managing the Customer throughout the Life Cycle

Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

For information about bringing a course to your site please call 919-480-2550 or email the registry at .

If this course or the dates/locations below do not have what you are looking for, then click here and we will find it for you right away. It will save you a lot of time and energy finding it yourself.

** Online Registration & Fee Information ** Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

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After submitting your online registration you will receive registration confirmation and invoice within 7-10 business days. You may pay by credit card or check. Confirmation information will also include location and other pertinent course information.
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AMA's main conference centers
Seminars scheduled for the cities below are held at the locations listed below. For location information for other cities in which AMA seminars are held please call or email for information.

New York
AMA executive Conference Center
1601 Broadway New York, NY 10019
American Management Association (Located in the same building as the Crowne Plaza Hotel) 1601 Broadway On Broadway and 48th Street near Times Square. Entrance is on 48th Street.

AMA executive Conference Center (adjacent to the Marroitt O'Hare)
8655 west higgins rd
Chicago, IL 60631

San Francisco
AMA executive Conference Center is located in San Francisco Marriott Hotel
55 Fourth Street 2nd Level
San Francisco, CA 94103

AMA Executive Conference Center
Address: 1170 Peachtree Street Ne Cnr Peachtree & 14th (3rd Flr)
City, State, Zip: Atlanta, GA 30309

Washington, DC
Arlington, Virginia
2345 Crystal Drive, Suite 200
Arlington, VA 22202

If you are not paying via credit card, you will receive an invoice with payment instructions.

Cancellation Policy:
If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at . If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.

AMA grants courtesy transfers to people who cannot attend their scheduled sessions. You can use a courtesy transfer for any seminar of equal or lesser length than the original seminar. You must use your courtesy transfer within one year of the date of your originally scheduled seminar.

AMA guarantees the quality of our seminars. If, for any reason, you are not satisfied with a seminar for which you have paid, AMA will give you credit toward another seminar of comparable price or will refund your fee.

You can also register by emailing your registration information to us at or calling us at 919-480-2550.

For additional information and schedules call 919-847-0331.

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