Direct Mail - that delivers
How to turn 'junk mail' into 'wanted mail'
A full day PRACTICAL workshop showing how to produce direct marketing campaigns that get results
New dates / Venues announced soon
Sheffield / Doncaster / East Midlands
9.15 - 4.30pm
More information please phone (0114) 288 5951
Direct Marketing and direct mail in particular has had a bit of a bad press of late. Stories of unsolicited mail clogging up letter boxes, the amount of wasted paper that gets despatched straight to the recycling bin and the poor return claimed by those who have had a go but didn’t feel they got the response they expected.
This is all at odds with the Direct Mail industry that says despite increased competition from the myriad of advertising opportunities direct mail is still regarded as indispensable when it comes to planning a marketing campaign.
So why is then, that in a recent survey - over 44% of all adults who received ‘junk mail’ never opened it?
Could it have something to do with the word ‘junk’ which my dictionary defines as rubbish or discarded objects.
There is no doubt; the role of direct mail has broadened over the years. From introductions and lead generation to loyalty building and data management. The holy grail of direct marketing – the personalised one to one missive has arrived and with vengeance.
The concept of direct marketing is to communicate your message directly to those that have a propensity to require your product or services. It’s not mass mailing based on the law of averages. It’s targeted marketing based on quantifiable results.
So how do we create direct marketing campaigns that get results? That is what this full day workshop is all about.
During the day you will discover why Mercedes Benz regularly send out 16 – 20 page mailers to sell their £50K motor cars, or how thousands of holidays are bought each year – not off the Internet but from the direct mailing that produces more results from fewer people.
In fact, the Royal Mail claim that for every £1 spent on direct mail. £14 worth of business is generated.
Having said that, it is still astounding to witness the amount of direct mail campaigns that are poorly thought out, poorly executed and poorly evaluated. In other words – junk mail.
David Watkins has worked in the marketing industry for over 35 years and has been involved in many successful direct marketing campaigns over the years. In this practical full day workshop he shares behind the scenes techniques used by the ‘professionals’ – many of then highly guarded – until now that is.
You will discover the legal way to collect and store data (and where to obtain it), the three distinct parts to a direct mailer as well as the scientific way of laying out a direct mail letter (knowing this is worth the workshop fee alone) You will also learn what to include in your letter and what to leave out. (The 20 golden rules)
You will also discover how to increase your response rate by a minimum 30% just by leaving something out – fact.
We also demonstrate the value of the PS.
Direct mail works because you can measure it. You can personalise it. You can say more. You can incentivise it.
And if done right can be incredibly cost effective. We show you how to do it right.
In this workshop, you will learn how to:
- Plan your campaign – setting objectives
- Target the ‘right’ prospects – generating a mailing list
- Create the mailing – including creative ideas to the finished print (much of it able to be produced on equipment and software you already own)
- Choose the most appropriate mailing channel – from door to door to business to business
- Evaluate the campaign – establishing KPI’s before the campaign starts.
This is a practical desk based workshop aimed at any Organisation looking to squeeze every penny they can from their marketing budget. Ideal, therefore, for the voluntary sector, charities and social enterprises. The groups are kept deliberately small; (maximum 16 delegates) and during the day, there are many practical opportunities to develop your direct mail campaign.
Each delegate receives a specially produced (by the trainer) 65+ page printed resource manual to take away and refer to after the course as well as FREE telephone / e-mail support for as long as required.
There is no time limit on this valuable resource.
If you are serious about cost effective marketing that gets reullts, you need to book you place on this popular workshop.
Remember. During the day, you will discover:
*How to increase a direct mail response rate by a minimum 30% simply by cutting something out
*How to scientifically lay out a direct mail letter and what to include and what to leave out
*How direct marketing can build a business and keep existing customers cheaper than face to face
*How to use client profiles to build a customer database and what to do with it
*The 3 ingredients to a direct mailer – the envelope, the letter and the offer
*How to compile a direct mail letter – what to do while you’re writing it and what to do after it’s written
*How to integrate your campaign with social networking sites such as Facebook and instant messaging services such as Twitter
The TOTAL investment to discover how to IMPROVE YOUR RESPONSE TO DIRECT MARKETING CAMPAIGNS IS £195* (NO VAT) per person (with discounts for 2 or more) and INCLUDES