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The Direct Marketing (DM) Back to Basics & Beyond Seminar
 
The Direct Marketing (DM) Back to Basics & Beyond Seminar
April 18 - 20, 2007, 4:00 - 8:00pm
Security Case Room, AIM ACCEED Conference Center
Benavides cor., Trasierra Sts., Legaspi Village, Makati City, Philippines
 
 
Who Should Attend:  
   
  • Direct Marketing Managers
  • Brand Managers
  • Product Managers
  • Marketing Managers
  • Marketing Communications Managers
  • Advertising Managers
  • Marketing Consultants
  • PR Managers
  • Marketing Educators
and those involved in marketing/advertising-related projects.
 
April 18, 2007, Wednesday
S E S S I O N 1
Review of DM Concepts
  1. DM Key Concepts and Successful Program
  2. Personalization
  3. Customer Relationship
  4. Successful Case Studies
S E S S I O N 2
In - House Mailing list build up, computerizing, maintaining and mining
  1. Sourcing - compiled and promotion driven
  2. Data inputs - customer profile
  3. Data Mining, clustering and clean-up - fulfillment, billing, transaction, update, promotion reporting, customer inquiry, sales and loyalty reporting, most potentially profitable customer
S E S S I O N 3
Predictive Modeling/CRM
  1. Statistical Framework and Analysis
  2. Demonstration on Clustering
  3. CRM basics and beyond - What makes a succesful CRM Program?
April 19, 2007, Thursday
S E S S I O N 4
Brand Development Program
  1. Building brands, brand story
  2. Brand Equity and what makes it important
  3. Brand development
  4. Support for brand program
  5. Strategies that transform brands
  6. Evaluation and testing
  7. What worked and didn`t work
S E S S I O N 5
The importance of the Offer
  1. Definition and Functions
  2. Soft and hard offers
  3. Major Components
  4. Incentives
  5. Response Involvement Device
  6. Database Build up
  7. Timing and time limit
  8. Testing
  9. What worked and didtn`t work case
S E S S I O N 6
Creative Evaluation
  1. Evaluation of direct mail - objectives, target respondents, key messages, integration with other mix compo - nents, offer, fulfillment, creative elements
  2. Guidelines on how to evaluate direct mail
April 20, 2007, Friday
S E S S I O N 7
In-House Telemarketing
  1. Developing a plan (objectives, organization, facilities, budget)
  2. Recruiting and Training (qualifications, compensation)
  3. Organization (territory, sales, forecast)
  4. Support system and interfaces (mechanics, personnel, policies, procedures)
  5. Analyzing and managing results (sales and other transactions, reporting market information)
  6. Integrating with field operations and marketing
S E S S I O N 8
Mobile and Internet Marketing
  1. Mobile marketing through SMS - dynamics of the medium, targeting, making offer, creative and live cases
  2. Internet Marketing - current trends, effectivity of web and internet advertising, pod cast, blogs and live cases
  3. Direct Marketing Recap and Integration - framework, Philippine applications, and trends.
 
The DM Seminar is organized by the Direct Marketing Association of the Philippines (DMAP)
 
For more details, please call DMAP Secretariat:
+632-899-2952, 896-0639, 896-0637, 899-6216
 
Fax: +632-896-0637, 890-2101
Email: mailto:fiera@info.com.ph
Visit web site: http://www.fmi.com.ph
 
 
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