Direct Marketing

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601-5922
3/19/2014 8:00 AM - 3/20/2014 4:00 PM
Register before 2/20/2014 12:00 AM for early registration fee


How to Boost your Sales and Brand Without Annoying Your Customers​ - NEW


Listen to a sneak peek Direct Marketing Podcast​ by Ira Kalb, Professor of Marketing at the Marshall School of Business at the University of Southern California 

Download Direct Marketing Brochure>>


Direct Marketing has always been an important tool in a marketer’s tool kit. Today, with busier buyers, escalating costs, and the rapid rise of the Internet, understanding and employing Direct Marketing “best practices” has become essential. Attendees will leave this session knowing what Direct Marketing is and how to create economical Direct Marketing strategies that (1) avoid annoying constituents, (2) build their brand, and (3) boost sales. 

This program will employ a systematic approach to Direct Marketing that incorporates the collective wisdom and best practices of successful marketers. Participants will take away the Direct Marketing knowledge and practical tools that they need to improve the marketing performance of their organizations.

Direct Marketing – Learning Objectives 

  • How to create direct mail and email that is not considered “junk” or “spam”?
  • How to use Inbound and Outbound Telemarketing without annoying and offending prospects?
  • How to create effective Direct Response Advertising?
  • How to incorporate the Internet (including social media and mobile) in an effective Direct Marketing campaign?
  • How to use Direct Marketing to collect marketplace information, enhance your brand, lower sales costs, and increase sales and profits.
  • How to develop Integrated Direct Marketing strategies for optimum synergy and effectiveness?

Direct Marketing – Who Should Attend 
Individuals at any level who are involved in helping to market the “products” of an organization can benefit from this session. The program is equally beneficial for (1) profit-focused and nonprofit organizations; (2) companies that sell services, goods, ideas and/or technologies; (3) organizations that sell to consumers, businesses, or governments; and (4) start-ups that need to conserve cash as they build up their businesses. 

Direct Marketing - Cancellation Policy
All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. 

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after March 5, 2014. 

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Direct Marketing - About the Instructor
Ira Kalb​​​

Direct Marketing - Schedule

Day 1

8:00 a.m. – 8:30 a.m. Registration and Continental breakfast

8:30 a.m. – 5:00 p.m. Program (includes lunch, morning, and afternoon breaks)

Session Overview

  • Introductions

What is Direct Marketing? Integrated Direct Marketing?

  • Definition: What is the definition of Direct Marketing? What is the definition that most practicing marketers use?
  • Channels/Methods: What are the direct marketing channels or methods in historical order?
  • Sequence: What is a typical Direct Marketing Sequence?
  • Rapid Growth: Why the explosive growth of Direct Marketing?
  • Good and Bad: What is the upside and downside of Direct Marketing?

Effective Direct Mail Marketing that Avoids Annoying Your Audience 

  • Mailer types: What are the three main types of mailers? When would you use each of the three types?
  • Content: How to create effective Direct Mail communications (Exploring the tools: Universal Marketing Structure™, Good uses of the 7 Building Blocks of Marketing, FAB table, and the Headline Creation Guide™)? Interactive EXERCISES: Create a FAB table for one of your products. Using the tools for creating better content, create an
    effective headline for a direct mail piece to market the product you used in your FAB table.
  • Media or Mail List types: What are the various types of direct mail lists? How to choose the best lists for a particular situation? What determines the quality of the list? What is churn, and what is the average churn rate? How are duplicates eliminated?
  • Timing: What should be the timing and frequencies of your mailing? What is the ideal timing? What is minimum? What is optimum if ideal is not possible? 
  • Costs: How are Direct Mail lists rented and sold? How do list owners prevent you from using names on the list more times than you rented it for? How do you get to legally own the information on the list (without needing to pay for it again)?
  • Testing: What is tested? What % of the budget should be devoted to testing? How does testing save money and boost effectiveness?
  • Email: How does the above apply to email? What are the solo and self-mailer equivalents in email?
  • Avoiding Junk mail and Spam:  What are the best ways to avoid creating junk mail and spam?
  • Making money from your mailing list/database: How can your homegrown or in-house list make you money?
  • Your experience: What is your organization’s experience with Direct Mail? Are your competitors using it more effectively than you?
  • Collective wisdom and experience using Direct mail: Finnish client case, Boeing and Apple case. 
  • Publications that can help: Media Post, Marketing Sherpa, Google and Google Alerts.

Response Rates

  • Average: What average response rates can you expect with Direct Mail? Email?
  • Boosting response unmeasured: What are unmeasured methods for boosting response?
  • Boosting response measured: What are measured methods for boosting response?
  • Value of greater response: Why larger response rates are so important?

Telemarketing

  • Inbound: What is inbound telemarketing? How can you effectively use it?
  • Outbound: What is outbound telemarketing? Under what conditions should you employ outbound telemarketing? Should you use computers or machines to call? Would you?
  • Getting past the gatekeeper: How do you successfully get past the gatekeeper to talk with the decision maker?
  • Warm versus Cold Calls: What are cold and warm calls? Which are more effective? 
  • Cross Selling and Upselling: How can you boost sales? 
  • Customer Service: How can you improve customer service via an outbound call? 
  • MIS: How can you collect better marketing intelligence with an outbound call? Interactive EXERCISE: Create a very brief outbound “warm call” script that will not annoy your customers and prospects.
  • Your experience: How are you using telemarketing in your business? What are your competitors doing? 

 


 

Day 2

8:00 a.m. – 8:30 a.m. Continental breakfast
8:30 a.m. – 4:00 p.m. Program (includes lunch, morning, and afternoon breaks)

Direct Response Advertising

  • Definition: What is it?
  • Content: How to create the most effective content?
  • Media: What media is employed?
  • Timing: What is the Moving Buying Window? How should you effectively exploit it?
  • Costs: How are costs determined?
  • How have you employed Direct Response Advertising? How about your
      competitors?
  • Interactive EXERCISE: Using the FAB table you created and using the tools you learned for creating better content on Day 1, create a Direct Response dummy ad (a dummy ad is everything in a complete ad except the body text) to sell your product.

Online Marketing

  • Email: Why is the subject line of your email so important?
  • Web site: What is the Universal Web Structure™? What is the Google Golden Triangle? Why do you want your Web site to be (brochure, virtual office or store, game, etc.)?
  • SEO and SEM: What’s the difference? Which is more effective?
  • Social Media: How can you effectively use social media platforms such as, Facebook, Twitter, YouTube, Linked In, Pinterest, and others? How can you connect social media to your other Direct Marketing strategies? How about Weblogs and Podcasts?
  • Advergaming: What is it, and how can you use it in your Direct Marketing strategies?
  • Mobile: How can you make effective use of the mobile Internet?
  • Corporate Image Protection Strategy: Rumors, Facts, Turning negatives into positives

New Media Categories and Direct Marketing

  • Paid: What is paid media, and how do you use it?
  • Owned: What is owned media and how to best use it?
  • Earned: What is earned media? Hauling: What is hauling and how can you take advantage of it?
  • Sold: What is sold media and how can you benefit from it? 
  • Hijacked: What is hijacked media and how do you protect yourself from it?

Moments of Truth and Direct Marketing

  • ZMT: What is the Zero moment of truth and how can you take advantage of it using Direct Marketing?
  • FMT. What is the First moment of truth and how can you take advantage of it?
  • SMT. What is the Second moment of truth and how can you take advantage of it?
  • TMT. What is the Third moment of truth and how can you take advantage of it?

Creating the Integrated Direct Marketing Plan

Final Interactive EXERCISE



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Training Series Location
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles).  It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive
Chicago, IL 60601
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes)

Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Hotel Monaco Chicago
225 North Wabash
Chicago, IL 60601
Phone: 1 312.960.8500 
Walking Distance to Summit (3 Minutes)

Wyndham Grand Chicago Riverfront
71 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.346.7100
Walking Distance to Summit (less than 2 Minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)

For more information, please visit Summit Executive Centre Accommodations.

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

 

Alamo Rent-A-Car
Drive Happy with Alamo.  Where American Marketing Association members save up to 20%.  And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away.  All you need is a valid driver's license, major credit card and an existing reservation.  It's that easy.  Reserve a car now or call Alamo Rent A Car at 1 800.462.5266.  Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars.  Low Rates.  Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars.  With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered.  Plus, we're always nearby at more than 6,000 neighborhood and airport locations.  Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car.  Enroll now.   
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National.  Go Like a Pro.

 

Directions to parking
Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West).  Immediately turn right (North) on Garland and then right (East) on Lower South Water.  Stay on the far right side of the pylons.  Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block.  Take another right (West) on Lower Lake St.  The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South).  At Illinois St. take a left (East).  At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East).  Stay on the far right side of the pylons.  Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block.  Take another right (West) on lower Lake St.  The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway.  Take a left onto Columbus Dr.  Proceed north for 5 lights to South Water Street.  Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN.  Make a sharp left "U" turn around the pylons back East to lower Columbus drive.  (Follow signs for 205/ 225 Michigan Plaza.)  At lower Columbus Dr., take a right (South) for one block.  Take another right (West) on lower Lake St.  The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street.  Take a right (North) onto Columbus Drive.  At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN.  Make a sharp left "U" turn around the pylons back East to lower Columbus drive.  (Follow signs for 205/ 225 Michigan Plaza.)  At lower Columbus Dr., take a right (South) for one block.  Take another right (West) on lower Lake St.  The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage.  Take the elevator up to the Lobby Level of the building.  Proceed to the security desk for your daily pass.  Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012 
(subject to change without notice)
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00
Airport Shuttle: GO Airport Express
Approx. $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground).  Proceed up to the street level and walk east on Washington to North Michigan Avenue.  Make a left and proceed to the 205/225 building entrance.  Take the escalator up to the main lobby.  Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass.  Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express
Approx. $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station.  Proceed east on Lake Street to North Michigan Avenue.  Cross over North Michigan Avenue and proceed to the 205/225 building entrance.  Take the escalator up to the main lobby.  Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass.  Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority
Metra Rail

 

 
 

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