Customer Acquisition

Benefits to you and your employer

Benefits to your employer:

By the end of this one-day workshop you will have learned how to:

• Build and present a solid business case for an acquisition programme
• Develop a marketing plan specifically designed to grow your customer base
• Accurately assess how much you should spend to acquire new customers
• Segment your database to create targeted communications that are relevant to specific audiences
• Explore media-neutral planning options
• Benefit from combining direct and interactive advertising channels
• Develop propositions and creative strategies that work both online and offline
• Build robust testing strategies
• Develop campaign analysis skills

Benefits to you:

You will take home the strategies, tactics and knowledge you need to make a solid, confidence-building business case for your acquisition activities.

Your tutors will be three of the most successful and respected practitioners in direct marketing.

Who should attend:

The Customer Acquisition course is designed for marketers with the responsibility for planning, briefing, implementing or funding cost-effective B2B or B2C customer acquisition programmes.

This will include:

• Planners
• Clients
• Agency account management
• Ageny account executives
• B2B marketers
• B2C marketers

Previous delegates include:

• Advertising Manager (First Direct)
• Customer Marketing Consultant (RBS Insurance)
• Marketing Manager (Which? Ltd)
• Marketing Executive (The Carphone Warehouse)

Programme outline

The Customer Acquisition course will show you exactly what you need to do to win more of the right customers.

Planning a campaign will be the focus for the first half of the day followed by implementing a campaign for the second half.

Here is the outline programme for this course:

Acquiring more of the right new customers

• How to develop long-term acquisition marketing strategies
• Developing the acquisition budget and justifying your plans
• Establishing deliverable objectives and the strategy to be employed
• Market analysis, segmentation and profiling

Creating an integrated communications plan

• The advantages of multimedia integration
• Building a campaign architecture
• Evaluating and selecting media; adopting a media neutral approach
• How to buy or rent exactly the right databases
• How to predict the outcome of your campaigns

New media planning

• Key factors for developing an effective online strategy
• How audiences behave online - planning for real time activity
• How to develop an online briefing template
• Media buying options and how to negotiate the best rates
• How to apply web analytics to measure campaign effectiveness

Developing your proposition and creative strategy

• Developing and presenting winning propositions
• How your acquisition objectives help define the creative
• Motivating prospects to act - not just think
• Should your creative approach be different online?

Staying legally compliant – and effective

• How Data Protection and Permission Based marketing affects what you do
• The latest guidelines on opt-out and opt-in

Training course tutors

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. In 1999 he became an Honorary Fellow of the Institute was also named IDM Educator of the Year. Brian is also Course Tutor for the IDM's Complete Direct Marketing course and for the IDM Diploma in Direct and Digital Marketing.

Mike Teasdale F IDM is Planning Director at Harvest Digital - a specialist online marketing agency helping clients to exploit online marketing opportunities, including email, online advertising, search engine optimisation, microsites and tracking/reporting. Clients include Autotrader, Norwich Union and Tesco Personal Finance. As Creative Partner, Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National.

He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others.

Mike is also one of the speakers for Effective Business-to-Business Email Marketing, Email Marketing: Advanced Course and the IDM Diploma in Digital Marketing.

Mike O'Brien is one of the few award-winning creative directors in the UK with extensive experience in brand, direct and digital creative. Over the past 30 years, he has specialised in creating and delivering pioneering concepts, copy, campaigns and training workshops for dozens of B2C and B2B clients including: NatWest, VW, Barclaycard, Shell, Eurotunnel, HP, The Royal Mail, HSBC, Sky Sports, Volvo and Cisco. Mike is a founding partner in Jam, a direct and digital strategy solutions consultancy.

Mike is also one of the speakers for the IDM Certificate in Digital Marketing.

Delegate testimonials

"Great day - lots of new ideas and confidence in marketing."

Chris Soames, E-Marketing Manager, i-to-i

"A fantastic interactive course which gets straight to the heart of what matters - getting great quality customers."

Vicky Cowell, Senior Online Marketing and Communications Officer, Breakthrough Breast Cancer

"Some very good, highly experienced tutors who communicate very well their knowledge."

Virginie Mignard, Marketing Manager, PUIG UK