• You will learn to
  • Details
  • Course availability

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

Home Learning

All learning products and services are currently being delivered digitally using the following engaging formats:

Virtual Classroom: Tutor led, live, online classroom environments, find out more here: Virtual Classroom

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience, find out more here: Online Learning

 

IDM Membership Subsidy


Course Categories: Customer Engagement, Data & Analytics

Details

Level
Intermediate
Duration
1 day (7 CPD hours)

Get in touch...

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  
London (W1W 8SS) £123.00 £321.00 20
08/01/21 Virtual classroom £400.00 £450.00 15 More info
Book Until
7 Jan 21

NB: Prices above subject to VAT

Course Information

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

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.

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

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

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

Get in touch...

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

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