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| Direct Marketing (DM) to OFWs Seminar-Workshop |
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| INVITATION |
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| Direct Marketing (DM) to OFWs Seminar-Workshop |
| May 8-11, 2007, 4:00-8:00pm |
| Security Case Room, AIM ACCEED Conference Center |
| Benavides cor. Trasierra Sts., Legaspi Village |
| Makati City, Philippines |
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| MARKET NICHES --- FOCUS YOUR MARKETING ON OFWs and THEIR DEPENDENTS.Learn powerful strategies and DM tools to market to Overseas Filipino Workers (OFWs) and their family-dependents. Catch the ever growing market segment of the OFWs and leverage on effective DM techniques to sell and penetrate the most lucrative market of today. |
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| Who Should Attend: |
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- Direct Marketing Managers
- Brand Managers
- Product Managers
- Marketing Managers
- Marketing Communications Managers
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- Advertising Managers
- Marketing Consultants
- PR Managers
- Marketing Educators
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| and those involved in marketing/advertising to OFWs market and niche marketing projects. |
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| May 08, 2007, Key DM Concepts and the OFW Market |
| Resource Speakers: Professor Joe Miranda, AIM, and Dr. Federico Macaranas, AIM |
- DM Core Concepts, Measuring and Testing, Personalization
- Database and Tracking, Customer Relationship Development
- OFW Market Niche and Sub-Segments
- Deployment, Skills or Profession, Remittances/Payment Facility, Family Expenditures, Savings
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| May 09, 2007, Available Lists and Sources (Private/Government) |
| Resource Speakers: Fidel Yuboco, President, DMAP and Atty. Golda Roma, Commission on Filipinos Overseas (CFO) |
- Sourcing - compiled and promotion driven
- Methodologies - software and hardware
- Data Inputs - customer profile
- Updates and clean up
- Data mining and clustering - fulfillment, billing, transaction, update, promotion reporting,
customer inquiry, sales and loyalty reporting, most potentially profitable customer
- Government and International Organization Lists
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| May 10, 2007, OFW Psychographics and The Offer |
| Resource Speakers: Ms. Mercy Abad, TNS-Global, Professor Joe Miranda, AIM, and Ms. Violeta Arevalo, AVP, Bank of Philippine Islands (BPI) |
- Behavioural Profile of OFWs and Family-Dependents
- Socio-demographics, Communication Behaviour
- Quality of Life, Values and Beliefs
- Offer Components - core value, price, terms of payment, length of commitment, risk reduction and incentives
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| May 11, 2007, Media Options and Live Cases/Experientials |
| Resource Speakers: Ms. Cecile Ilagan, Team leader, ABS-CBN Global Limited, Edwino Tan, Marketing Officer, Earth and Style, Ms. Cynthia Santos, SVP, RCBC and Professor Joe Miranda, AIM |
- Media Options
- Live Cases/Experientials (Marketing to OFWs, Payment Facility, Success Stories, Networking)
- Individual Participant Strategy - Objectives, target respondents, offer, media, results, and key learnings
- Critique on existing and future DM strategy and executions by the Program Director/Resource Persons.
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