Dialog Marketing
1. Direct Marketing and Campaign Management
Target Group: CEO and Management from Sales and Marketing.
Seminar Objectives: The participant becomes acquainted with the basic principals of campaign management and direct marketing. After the seminar, the participants will be able to make informed decisions as to in which departments direct marketing can be applied in order to bring the most returns.
Seminar Content:
- Classification of Direct Marketing in Marketing-Mix
- Definition of Campaign Management
- Communications channels in Campaign Management
- Definition of Direct Marketing
- Typical application areas of Direct Marketing
- Address and Customer Data
- Internal and external
- Address quality
- Duplication identification and Prioritisation
- Customer segmentation and Address selection
- Individualised addressing for differentiated target groups
- Segmentation dimensions: Products, Channels, Customer value, et al.
- Internal and external data as segmentation basis
- Procedures in customer segmentation
- Development of a general Direct Marketing correspondence
- Advertising Effectiveness
- on internal Address
- on external Address
- Practical Examples
Length of Seminar: 2 days
Medium: Lecture, Case Studies and Group Work
Seminar Location: 77723 Gengenbach, Hauptstr. 21
Are you in search of a hotel or holiday apartment?
Accommodation Directory: www.Stadt-Gengenbach.de
Date: upon request
Conditions for open seminar:
2-Days Seminar: 990 Euro per participant (Firm rebates possible upon request)
Conditions for in-house seminar (available upon request)
In-house seminars are conceptualised together according to your individual needs.
2. Marketing and Sales-Controlling
Target Group: CEO, CRM-Project Manager, Management, Team Members of CRM Projects
Seminar Objectives: Upon completing the seminar, you will be able to monitor the critical factors and ensure a successful outcome out of each CRM measure.
Seminar Content:
- Procedures and methods towards determining customer profitability
- Appendage for customer evaluation
- Research vs. Experience
- Definition of the important key data
- Critical success factors
- Transparency as prerequisite
- Balanced Scorecard as strategic controlling instrument
- Achieving management ratios
- The Compass Syndrome
- Project Controlling
- Requirements of an operative CRM Controlling
- Project organisation and cooperation
- Development of address models
- The project controlling cycle
- Paradigm shift: Example of a „eCRM Project“
- CRM Controlling as an example in a marketing project
- Requirements of the contracting entity
- Controlling Methods
- Design of a CRM-Learning Environment
- The never-ending CRM Projects
- Practical examples in obtaining results out of a CRM Project
Length of Seminar: 2 days
Medium: Lecture, Case Studies and Group Work
Seminar Location: 77723 Gengenbach, Hauptstr. 21
Are you in search of a hotel or holiday apartment?
Accommodation Directory: www.Stadt-Gengenbach.de
Date: upon request
Conditions for open seminar:
2-Days Seminar: 990 Euro per participant (Firm rebates possible upon request)
Conditions for in-house seminar (available upon request)
In-house seminars are conceptualised together according to your individual needs.
3. Success Measurement in Direct Marketing
Target Group: CEO, CRM-Project Manager, Management, Team Members of CRM Projects
Seminar Objectives: The greatest advantage of direct marketing as opposed to classical marketing efforts is that the success may be evidenced at every address level. You will gain an understanding not only on the main technicalities but also on the hurdles to be overcome
Seminar Content:
- Fundamentals of Direct Marketing
- Management Ratios
- Performance Measurement
- Internal Address
- External Address
- Influencing Factors
- on the significance of the performance measure
- on the result
Length of Seminar: 1 day
Medium: Lecture, Case Studies and Group Work
Seminar Location: 77723 Gengenbach, Hauptstr. 21
Are you in search of a hotel or holiday apartment?
Accommodation Directory: www.Stadt-Gengenbach.de
Date: upon request
Conditions for open seminar:
1-Day Seminar: 590 Euro per participant (Firm rebates possible upon request)
Conditions for in-house seminar (available upon request)
In-house seminars are conceptualised together according to your individual needs.
Dialog-Marketing Seminar Request
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