Certificate of Direct and Interactive Marketing
Professional Development Courses

Principles of Direct Marketing

 

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Principles of Direct Marketing is the first of four modules that have been developed to prepare you to earn your Certificate of Direct and Interactive Marketing.  The Rocky Mountain Direct Marketing Association has designed this program so that you, as a marketing or direct marketing professional, can develop and implement campaigns and programs more successfully and stay abreast of the many changes taking place in the industry.

This hands-on, two-Friday program will jump-start your direct marketing learning curve and help you avoid the mistakes that sink programs and cost you money. Principles of Direct Marketing is filled with usable tips … real world examples … and a wealth of money-making information that will advance your business and make you money.
You'll Learn:

  • The dm budgeting process and how to save money.
  • How to use database marketing and testing to increase profits.
  • Where to find free resources that will make direct marketing easier and help you avoid mistakes.
  • How to take the fear out of direct mail and put together cost-effective programs that work.
  • How to protect your marketing investment through testing, best practices.
  • Discover how to protect your marketing investment through testing, best practices.
  • How to improve gross and net responses to lead generation programs.
  • How to write copy that sells – even if you’re not creative and not a copywriter!

And that’s only the beginning!

Introduction
• What is direct marketing and how is it different from general advertising?
• The three major components of direct marketing
Lists and Databases
• RFM, LTV – what’s all the excitement about?
• A new, more profitable way of looking at customers
• Lists: how to find good ones, the essentials you must know before you select one
Testing
• Why, how and what to test
• Cutting the costs without cutting the benefits of testing
• A brief review of direct marketing math
• A quick rule of thumb that can save you thousands
The Principal of Direct Marketing Media
• Strengths and weaknesses of each
• When do you use each?
• Why direct mail most definitely isn’t dead (or even sickly)
Offer Development
• Why do you need an offer anyway?
• Types of offers
• The most important things you must know before you begin to develop a promotion
Developing the Message
• The role of the copywriter and designer
• Developing the value proposition
• Features, advantages and benefits
Direct Mail
• Format: does it really make a difference?
• How do prospects read a direct mail package
• Developing envelopes, including the one that’s almost always a winner
• How to write a sales letter
• Self-mailers and postcards and why they’re dangerous
• PURLS, GURLS and other new techniques
Creating Email
• HTML or not?
• How it’s like a letter – and not like a letter
• Landing pages that convert customers
How to Evaluate Direct Marketing
• The one question to ask when reviewing copy

This course can be applied to the Certificate in Direct and Interactive Marketing.

Textbooks & Materials

8th Edition of Stone and Jocobs' Successful Direct Marketing Methods

More information

Mary Shaw
303-914-8407
Email Mary

Instructor
Donna Furman
303-870-3743
Email Donna