• You will learn to
  • Details
  • Course availability

You will learn to:

  • Utilise the key steps in the acquisition planning process
  • Understand your target audience to create relevant and engaging campaigns
  • 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


Course Categories: Customer Engagement, Data & Analytics

See below for further course details and full programme information.

Ready to upskill your team with the IDM? Explore our Corporate Training option, here

Details

Level
Intermediate
Duration
1 day (7 CPD hours)

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To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Location Member Non-Member Places Left  
04/11/22 Virtual classroom £400.00 £450.00 14 More info
Book Until
21 Oct 22

NB: Prices above subject to VAT

Course Information

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

  • Zero moment of truth (ZMOT)
  • The latest trends in how people and companies buy
  • The impact of technology on the buying and selling process
  • Customer journey planning techniques to optimise the customer recruitment process

Finding and acquiring more of the right customers

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

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
  • Strengths and weaknesses of key online and offline media
  • Integrating media to optimise performance
  • Developing the acquisition budget and justifying your plans

Developing your proposition and creative strategy

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

Analysing and improving campaigns as you go

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

This course is suitable for anyone involved in marketing 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.

David Hearn F IDM, Creative Technology Director Arcstream AV

David Hearn F IDM has been a marketer for 30 years, starting at the Economist, before moving to agency FCB, working for British Airways and The Australian Tourist Commission. He then became co-owner of direct and digital agency AHK, developing successful customer acquisition and retention programmes for, amongst others, Royal Mail, 3M, Canon and Adobe.

David is now working in creative technology for Arcstream AV, delivering interactive marketing solutions for major brands including Ford, GSK, EY and Schroders. Helping bridge digital and face-to-face engagements.

With wide experience in both B2C and B2B markets, he has been sharing his expertise and experience for over 20 years as a trainer and tutor for the IDM. David also lectures at universities and delivers a series of online professional training webinars.

London (W1W 8SS)

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

A good course presented by a highly knowledgeable tutor.

Andy Clarke
Piroto Labelling Ltd

Good balance of information given and group exercises. Great lunch!

Engaging speaker, the course covered all areas I had anticipated for acquisition.

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To discuss your options, please get in touch with one of our learning and development team:

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