New Customer Acquisition Strategy

You, like many marketing professionals, may be struggling to meet demanding customer acquisition targets. You may also be wondering how you’re going to meet the targets you’ll be set next. If this sounds familiar, relax - you’ve found the one course that can give you the power to deliver the goods.

Make no mistake, this is not a course that focuses upon theory, process and cost. It’s a course that is based upon strategies that have proved to be extremely effective and it’s built around a set of real life, award-winning case studies. These will immerse you in the practical realities of challenging briefs, highly competitive marketplaces and sophisticated customers. You will not only hear, see and understand, you’ll also have the opportunity evaluate, plan and deliver. This is a course that will not only show you how to be more effective, it is designed to actually make you more effective.

Free white paper. Download it now!
Using propensity modelling for effective customer acquisition and revenue generation by Richard Lees, Chairman, The Database Group. Discover how to use 'Prospect Scoring' to prioritise and target your customers more accurately and effectively. Click here to download.

Who should attend?

B2C sales and marketing professionals who have at least two years experience in direct marketing or a closely related discipline and who have responsibility for planning, briefing, implementing or funding a new customer acquisition plan including;

• marketing directors and managers
• brand and product managers
• customer recruitment managers
• direct marketing managers
• agency account handlers

How will you benefit

This two day course will stimulate and invigorate your entire approach to winning new customers. It will give you a thorough understanding of how to identify the type of customers that will deliver the highest value to your business how to use this information to acquire more of them.

Free book for all delegates
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Outline Programme

Course introduction

• Exploring 'The Customer Journey' and what it means to your customer acquisition strategy
• Understanding the main issues that impact your ability to attract new customers
• How the Internet is influencing consumers’ brand perceptions and buying behaviour

Developing customer insight for new customer acquisition

• Defining and identifying your ‘best’ customers, and which type of new customers you should be acquiring, and at what cost
• Understanding the relative power of different data sources and different approaches to exploiting them
• Building behavioural and psycho-graphic profiles for value proposition development Understanding how propensity modelling could improve your new customer acquisition targeting and reduce your costs per new customer

Winning propositions for new customer acquisition

• Examining the role of proposition development in new customer acquisition strategy
• How 'the big idea' can flow more easily from the right proposition
• Understanding the importance of well-crafted creative execution
• Practical exercise on how to develop a more effective proposition for your own product or service

Case Study - Telewest
A fascinating example of how a relatively small player in a dominated market developed and executed an innovative strategy that stole valuable market share from the 'big boys'. A great example of working smarter, rather than harder.

• Discover how Telewest combined a radical change in strategic thinking with a complete synergy of communications, media and targeting strategies
• Find out how this enabled them to beat their bigger budget spending competition in the battle to win new customers
• Presented by Carolyne Coupel, Head of Marketing (Phone Products) and Alex Naylor, Senior Communications Planner at Rapier

Choosing the right media and why an integrated approach works best

• How best to reach your target audience and optimise your media spend
• Thinking outside the box and challenging old perceptions
• How and why an integrated media approach nearly always delivers better results

Case Study - The Territorial Army
An unusual example of how new media, in this case interactive TV, can be integrated into the media mix to improve both lead quantity and conversion. This remarkable case study will open your mind to the possibilities presented by iTV and other new media.

• Discover how the Territorial Army used new media in an innovative way to support traditional recruitment methods to significantly improve the quality of new leads and the level of conversion to new recruits
• Presented by Julie Evans, Marketing Manager at The Royal Army and Robin Garms, Interactive Creative Director at Publicis Dialog

Measuring your success - the key to future planning

• Analysing the results of multichannel campaigns and feeding your findings through to your future planning
• How to assess the contribution of individual media when 'line by line' analysis is not possible
• How, where and why econometric modelling can help
• Measuring the effect of brand building activity

Case Study – More Th>n
A compelling example of how you can continually improve the success of your new customer acquisition over time through the constant monitoring of results. This shows it’s not just about the information you capture, it’s what you have the knowledge and ability to read into it.

• Discover how More Th>n successfully combined brand building with direct response advertising to achieve their new customer acquisition targets
• Understand why measurement of cross media campaigns was central to their success
• Presented by Martin Aylward, Marketing Planning Manager, More Th>n

Planning / re-evaluating your own acquisition strategy

• Simple ways to assess your current activity and the strategy and activities of your competitors
• Setting or resetting your acquisitions objectives and targets
• Where to go to get for further help

Case Study – The Royal Marsden Hospital
Another great case study that demonstrates how a much smaller player can compete successfully alongside much larger competition. Whilst organisations such as Cancer Research UK and Macmillan enjoy a higher profile and deeper pockets, you’ll see how the ability to develop a unique and compelling proposition combined with some innovative targeting enabled The Royal Marsden to come out on top. But, first it’s your turn to come up with the winning solution…

• An excellent opportunity for delegates to put into practice all that they’ve learnt over the two days
• Delegates will work in small groups to develop their own winning acquisition strategy to help one of Britain’s most famous hospitals raise £30m in the battle against cancer
• Then you will hear from the hospital’s Head of Fundraising, Angela Roden how this was actually achieved and their plans for the future

Networking opportunity

• An informal buffet lunch will be served on both days as an additional way for delegates to network and learn from their peers

The Customer Journey

New Customer Acquisition Strategy is one in a trilogy of highly applicable courses that chart 'The Customer Journey' from first contact and onwards up the customer loyalty ladder.

Turning Data Into Profit shows you how to unleash and harness the power of your customer information to achieve the maximum ROI.

Customer Retention & Development Strategy explores and explains how to build lasting customer loyalty and optimise lifetime customer value.

Course tutor

Martin Chillcott has been in marketing for nearly 25 years, cutting his direct marketing teeth at American Express in the eighties, rising to Marketing Director, Corporate. He then went on to lead marketing strategy in senior positions during the nineties with Thomas Cook, M&G and Air Miles. In 2001 he set up his consultancy practice, Hotchilly, providing advice on customer acquisition and development strategy for a range of B2C and B2B clients.

Guest speakers

Jon Epstein M IDM founded ‘RESU£TS R US’ in 1995 to address the growing need for proven skills to advise and support clients in marketing, analysis and the applied use of data. ‘Results’ was acquired by Wegener DM in 1998 and Jon joined the UK Board whilst continuing to drive the Results business. Jon resigned from Wegener and ‘Results’ in August 2004 and now works as an independent consultant. His clients have included AA, Abbey, AXA, BA, BT, CU, Direct Wines, Mastercard, Homebase, John Lewis, Norwich Union, Orange, PPP, Renault, RBS, Sainsbury’s, TUI (Thomson Holidays) and The Wine Society. Prior to founding ‘Results’, Jon held senior marketing positions at Citibank, American Express, and at Coca-cola & Schweppes and has a Management Sciences degree.

Chris Barraclough M IDM started as copywriter with creative agency Smith Bundy in 1984. In 1991 he became one of the founding partners of Barraclough Hall Woolston Gray (later Proximity London). As one of the leading creative names in the UK and a top copywriter, Chris picked up several awards for his work especially for campaigns for Volkswagen and BT. He also won international acclaim for a multi-million pound Alliance & Leicester mortgages campaign featuring Snoopy and the Peanuts characters. By the time Chris left Proximity, the agency had grown to the UK’s second largest with over 250 staff and an annual income of around £20m. Chris’ desire to get back to the shop floor and the creative work he loves led him to found Barraclough Edwards Chamberlain in 2003. Since launched they have picked up a number of blue chip clients including DaimlerChrysler, Nectar and Liberty. He lectures at the IDM and writes regularly for the trade press.

Alex Naylor began his career at KAE, a strategic marketing consultancy, where he worked for a range of clients from American Express and British Airways, to Unilever and Gillette. Since joining Rapier, Alex has worked as a planner across a range of agency clients including the AA, smart and HBOS. Alex is now a Senior Communications Planner on Telewest, Rapier’s largest account, where he is responsible for the development of the creative approach and output and helping to evolve acquisition and loyalty strategies.

Carolyne Coupel began her marketing career with one of the original and most successful cable companies - Diamond Cable. When Diamond were acquired by NTL, she took on the role of Regional Marketing Manager for the Midlands region and became the local brand champion. Since joining Telewest, Carolyne has worked across both digital TV and phone product marketing. She now heads up a team of marketers and leads the strategy and subsequent campaign development to acquire, cross sell, upsell and retain customers on a range of home phone products.

Phil Nunn joined Manning Gottlieb OMD as Director of Digital and Direct in 2003 and was made Managing Partner in 2004. Phil oversees the team of 15 Direct, Digital & Data specialists that are divided into MG OMD’s brand teams. The clients he works with include More Th>n, AA, Apple, Eurostar, Alton Towers, Cunard, Virgin Money and First Choice Holidays. Phil is regularly invited to judge the Direct Marketing, Revolution and New Media Age awards, and is a regular trade press contributor and conference speaker.

Robin Garms is Interactive Creative Director at Publicis Dialog and where he has won awards for his work for Hewlett Packard and the COI. He has over ten years experience in interactive and internet design and marketing, including several years at Tribal DDB where he was responsible for groundbreaking online work for Volkswagen.

Julie Evans joined the Army four years ago as the Marketing Manager responsible for the Territorial Army. Her background includes eight years spent in Retail Marketing, working as the Regional Marketing Manager for Matalan, and as Senior Brand Manager for Sainsburys.

Martin Aylward is the Marketing Planning Manager for More Th>n where he is responsible for the planning of all online and offline media. The role also encompasses formulating More Th>n ’s data strategy and ensuring the effective use of management information. Prior to joining Royal and SunAlliance, Martin worked at a diverse range of organisations including American Express, the Medical Research Council and the Lord Chancellors Office. Martin graduated from the University of Kent with a BA (Hons) in Economics, is an Associate of the Chartered Insurance Institute and a member of the Global Future Forum.

Angela Roden joined Manchester’s Christie Hospital in 1995 to plan their £25m centenary appeal. This target was successfully reached half way through their 2001 centenary year and this remarkable team achievement was recognised by the award of an MBE to Angela. In 2002 she moved to the Royal Marsden Hospital to oversee a £30m capital appeal.

IDM Membership and CPD Scheme

IDM members receive a substantial discount on this course. To find out more about becoming a member of the IDM click here.

You can claim 14 CPD hours for attending this course. To find out how to enrol on the IDM CPD scheme click here.

Course fee includes all tuition, comprehensive manual, lunch and light refreshments.