You will learn to:

  • Understand the key steps and considerations within the acquisition planning process
  • Develop your prospect pool using market analysis, segmentation and profiling
  • Create an acquisition budget and forecast response
  • Design a creative and engaging acquisition plan that converts awareness into action
  • Test and measure the effectiveness of your multichannel acquisition strategy

Details

Level
Intermediate
Duration
1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
28/06/19 London (W1W 8SS) £510.00 £599.00 25
24/10/19 London (W1W 8SS) £510.00 £599.00 25

Course Information

Programme

Understanding today's decision-making process for prospects and customers

  • Zero moment of truth (ZMOT)
  • How people and companies buy
  • The impact of technology on the buying and selling process

Finding and acquiring more of the right customers

  • Market research techniques
  • Market analysis, segmentation, profiling and personas
  • Volume verses value
  • Prospect pool

Setting meaningful objectives

  • SMART objectives
  • Conversion rates through the sales cycle
  • Building key performance indicators

Developing an acquisition strategy

  • Defining key target audiences
  • Determining the value propositions for each audience
  • Communicating through the journey from prospect to customer
  • Predicting response and outcomes

Creating an acquisition communication plan

  • Evaluating and selecting media
  • Adopting a media neutral approach to develop an effective on and offline strategy
  • The advantages of multimedia integration
  • Developing the acquisition budget and justifying your plans

Developing your proposition and creative strategy

  • Focusing on customer insight to generate meaningful propositions
  • Differing your messages through the buying cycle
  • Creative briefing for an engaging campaign that drives action

How to develop long-term acquisition marketing strategies

  • Measuring the effectiveness of your campaigns
  • Applying web analytics to measure campaign effectiveness
  • The role of testing and evaluation

Who Should Attend

This course is suitable for anyone involved in customer and / or prospect communication who wants to develop their specific knowledge of customer acquisition. You should understand the principles of marketing and a basic knowledge of digital marketing would be useful.

Enrol onto a ‘Customer Acquisition’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Venue

London (W1W 8SS)

Testimonials

If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you.

Katherine Fleet
Matrix

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

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Data Services Manager, CDS Global

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