Workshops

Direct Marketing 101

Here's an outstanding opportunity to train staff members who are newcomers to direct marketing, and update and refresh veterans. Starting with a definition of direct marketing, this fast-paced day is designed to give plenty of put-right-to-work ideas. Pat Friesen leads this workshop and...

• Offers a thorough understanding of what makes DM work.
• Reviews the strategies, tips and advice needed to maximize the effectiveness and profitability of direct marketing campaigns.
• Shows you how to create direct mail and email that gets read, with offers that motivate enthusiastic action.
• Provides wisdom on smart response-boosting testing and analysis.

This NEDMA-sponsored program costs a fraction of what you'd pay for comparable training from the national DMA!

Pat Friesen
President
Pat Friesen & Company

Pat is a direct marketing creative strategist who says she's never met a product or service she didn't like. That includes Hershey's, Hasbro Toys, Procter & Gamble, Hallmark, Sprint, Hewlett-Packard, AT&T and the Popcorn Factory. With over 25 years of in-house and agency experience, she runs her own direct response firm, writes a column for Target Marketing, and is a member of the national DMA and has helped scores of companies all over the country achieve success. Her seminars are widely applauded as extraordinarily informative and inspirational.

Refining Your Digital One-to-One Marketing Strategy

In this in-depth session, you'll learn more about what winners in the one-to-one digital marketing space are focusing on for 2008 and beyond, and will learn the fundamentals of building, testing and refining the overall strategy for your program. Processes and worksheets for planning and testing as well as hands-on activities will be part of this highly interactive workshop. You'll walk away with specific action items to improve your results.

Brett Brewer
Director of Strategic Services
ExactTarget

Brett leads a team that helps clients such as Home Depot, Gannett and Cold Stone Creamery build digital direct marketing strategies, optimize existing email programs, and maximize their overall investment in digital one-to-one marketing. Prior to joining ExactTarget, Brett was responsible for all interactive marketing for multiple drug brands at Eli Lilly and Company and served as a Regional Vice President with marchFIRST/divine, which ranked as one of AdWeek Magazine's Top 10 Interactive Marketing agencies in the U.S during his tenure.

Search Engine, Blog and Social Media Marketing: Accessing the Critical Moment and Joining the Customer Conversation

Search engines have become the #1 resource that consumers as well as business and technology decision-makers use to find and research products and solutions. No other point of consumer or prospect contact has the same ability to access the "critical moment" when your target audience is seeking exactly what you are selling.

On top of that, blogs and social media have become a trusted source of opinion and reviews for consumers, technology professionals and business people researching purchase decisions. They also offer an unprecedented opportunity for businesses to join the marketing conversation with consumers and weave their messages into user-generated content and the marketplace, instead of simply broadcasting to it.

This seminar will focus on the statistics, strategies, tactics, and benefits of search engine, blog and social media marketing. It will detail the links between search engine optimization and a strong presence in blogs and social media sites. Any marketer (client or agency side) who wishes to access prospects when they are researching or discussing their products and services should attend.

Topics covered will include:

• Current and predicted trends in search, blog and social media behavior and technology
• Assessing your company's search engine presence
• A detailed overview of paid search listings and advertising opportunities
• A detailed overview of organic search engine optimization
• Some tactics regarding universal and image search
• Converting search engine traffic into customers and leads
• A breakdown of the major search properties, the blog landscape and social media sites
• The anatomy of a blog and social media site profiles and channels
• Some basic tactics for blog and social media outreach and politically correct saturation
• Case studies
• More...

Please come prepared to have a good time and ask lots of questions specific to your organization's products and marketing goals.

Harry started his online career in 1995 when he founded Interactive Promotions. Since then he has been at the forefront in developing successful online programs for various agencies and Fortune 500 companies. His client experience includes search and online media management for General Motors, Harley-Davidson, John Hancock, Dow Jones, EMC, Progress, LoJack, Cognos, Mosnter.com and many other companies who now enjoy a strong Internet presence.

HOW TO DEVELOP AN OVERACHIEVING SALES FORCE
When Salespeople Don't Sell and What To Do About It

Every year companies spend tens of thousands of training dollars to help salespeople sell more effectively. These prodigious efforts often produce but paltry results. What's wrong? What stops most salespeople from selling?

What stops them is, usually, not just a lack of technique or selling skills, but a lack of the one quality upon which all technique and selling skill depend: an expanded capacity to deal with risk, challenge and uncertainty. For it is this quality that will determine how high a salesperson will call, what risks he will take, which questions he will ask and how long he can keep selling and risking in the face of negatives, no's and disappointments.

In this path-breaking workshop, Carl Harvey, sales development expert and author of What's Stopping You?, will identify the nature of this core competence: what it is, and how it relates to sales performance and success. More importantly, he will outline the 7 foundational management practices to develop this competency and how management can incorporate these approaches into their companies so they can establish a sales culture of achievement and accountability.

Selling success is not a matter of luck, nor is having a sales force where high achievement is the rule, not the exception. Both are the result of knowing what truly drives selling success and translating that understanding into effective recruiting, training and managing of salespeople. If you are frustrated by sales people who are finding too few new opportunities or disappointed because few of your sales people ever become the cream of the crop, this workshop will explain why and what to do about it.

His book, What's Stopping You? Building the confidence you need to succeed in sales, is the first book to integrate the science of psychology and the art of selling to help those who sell overcome the single greatest obstacle to their success and what prevents them from consistently and effectively cold-calling, qualifying and closing: their self-doubt and fear of failure.