Complete Direct Marketing training course

Complete Direct Marketing covers direct marketing strategy, campaign management and execution, creative ingredients, using databases, and how to use new and traditional media.

Through its stretching, searching and practical content, this three-day training course will equip you with the knowledge and skills you need to plan, execute, evaluate and oversee direct marketing programmes with complete confidence - and spend your budget, be it £5,000 or £5 million, more productively.

You'll find out how direct marketing can boost your organisation's financial performance, you'll discover where the potential pitfalls are, you'll learn, analyse, practise and discuss ... and come away from the training course armed with scores of tricks and techniques, ready to undertake any kind of direct marketing activity.

Free Campaign Planning and Management Guide

This guide demonstrates how to convert your strategy into action plans. The contents include: communication strategy, writing and actioning the plan, defining the campaign status; measurement, analysis, forecasting and control; supplier relationships.

Who should attend?

Anyone who has little or no experience of direct marketing and needs a broad - but thorough - understanding of what it is (and what it is not), why it is growing, what it can achieve and how.

How will I benefit from this training course?

You will gain a clear understanding of how direct marketing is planned, executed and controlled. Through the expert tuition of seasoned practitioner Brian Thomas it is our expectation that every delegate will return to work with the skills required to plan and manage accountable direct marketing programmes, reducing the risk of mistakes and significantly increasing competence levels.

Outline programme

Training course tutor

Brian Thomas Hon F IDM was formerly Managing Director of Ogilvy & Mather Direct (now Ogilvy One) and Chairman of Saatchi & Saatchi Direct. He is the author of the Royal Mail Guide to Direct Mail for Small Businesses and the new textbook Direct & Digital Marketing in Practice. Brian is a highly experienced and enthusiastic direct marketing consultant and trainer and has planned and controlled more than 700 direct marketing campaigns. Before running agencies he held senior positions with companies such as Early Learning and GUS. Brian brings Complete Direct Marketing delegates the benefit of this wealth of experience and offers them scores of tips, tricks and techniques. In 1999 he became an Honorary Fellow of the Institute was also named IDM Educator of the Year. Brian is one of the speakers for the IDM's Best Practice Customer Acquisition course and Course Tutor for the IDM Diploma in Direct and Interactive Marketing.

Guest speakers

Sarah Denner Brown is the founder of SDB Talking Direct, which specialises in training and consultancy in the field of database marketing. Previously she gained extensive business-to-business experience in at Proctor & Gamble marketing to distributors, dealers and the cash and carry sector. And in customer database management, market and customer analysis issues at CNN. Sarah was awarded IDM Educator of the Year 2001. Sarah is Chief Executive of national charity Farm Crisis Network and an ordained minister in the Church of England. Sarah is also a speaker for the IDM's The Importance of Data Quality , Using Data for Marketing and Customer Retention and Development Strategy training courses.

Stephen Jacobs works as a freelance consultant and interim manager. He has spent 20 years working in the call centre industry as supplier, client and consultant. In the last 6 years he has been Interim Ops Director for Tiscali; run directexcellence, a specialist research agency; project managed a transformation programme for Powergen and completed consultancy projects for Microsoft and TNS amongst others. Prior to that Stephen was MD of Calcom Group, ran call centre consultancies at OgilvyOne and WWAV Rapp Collins and worked at Decisions Group (now part of SITEL).

Steve Kemish F IDM, Director at data & digital marketing specialists, Cyance, has over twelve years of experience in digital marketing, both client-side and agency. He and his team work with clients to help them realise the potential of digital marketing and to help deliver results.

Passionate about using marketing principles to get the most out of the technology, when not with clients he is to be found speaking on the subject throughout the world on behalf of Cyance and the Institute of Direct Marketing, for whom he has lectured since 2004. Steve has worked with many brands on digital marketing, including: npower, Skype, ITV, Help the Aged, Oracle, Cisco & British Airways.

Steve is also one of the speakers for the IDM's Customer Retention and Development Strategy training course.

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