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Acquisition and Prospecting, Multichannel Strategies
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Intensive (Pre or Post-Conference Only)
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Segments of this workshop are designed sequentially. Attendees will benefit most by attending the entire intensive.
Increase Sales 35% to 75% Using 5 Relationship Marketing Best Practices…Guaranteed .
Rated one of the best Intensives at DMA’08. Industry pioneer Ernan Roman has updated this workshop to teach how BtoB and BtoC innovators like Microsoft, AmieStreet.com, and Progressive Hydraulics, Inc. increased response by 10X and sales by 75% in this tough economy.
Ernan and his co-speaker Lisa Clawson, Senior Marketing Manager at Microsoft, will provide an in-depth understanding of the 5 Relationship Marketing Best Practices that will guarantee double-digit results. Attendees will learn the essential guidelines for how to establish deeper, higher revenue relationships with today’s demanding customers and how to leverage scarce marketing dollars for maximum response rates. .
This fast paced, highly interactive workshop will provide attendees with these 5 Best Practices for achieving double digit response.
Part I: Best Practice 1
Saturday, October 17
10:00 a.m. – 12:30 p.m.
How to Use Voice of Customer Research to Drive Your Relationship Strategies
Learn how to use Voice of Customer (VOC) Research to ensure that your multichannel and opt-in relationship strategies are truly driven by the needs of your customers. Attendees will learn how to design their VOC Relationship Research: define research objectives and strategies, who must be included in the research, and determining key questions to ask.
Learning Points: .
Learn how to develop effective voice-of-customer driven strategies
Understand how to pre-test messaging and offers in VOC relationship research
Learn how to define your research sample
Attendees are invited to bring their strategy questions and challenges for group or individual discussion.
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Saturday Oct 17, 2009
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10:00 AM - 12:30 PM
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27AB
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Industry pioneer Ernan Roman has updated this workshop to teach how B-to-B and B-to-C innovators like Microsoft, AmieStreet.com, and Progressive Hydraulics, Inc. increased response by 10X and sales by 75% in this tough economy.
If you have any questions or would like the session leader to address topics of interest to you during the Acquisition and Retention workshop, please contact Ernan Roman directly at Ernan@erdm.com.
Ernan Roman
President
Ernan Roman Direct Marketing
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Ernan Roman is the pioneer who created the Consensual Marketing Opt-In Process and the Integrated Direct Marketing methodology. He is the co-author of the first book on opt-in marketing: "Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing." The first printing sold out in six weeks.
He has appeared frequently on ABC TV and numerous radio stations to discuss issues facing marketers and consumers. In 2004, he was named to "B to B's Who's Who" as one of the 100 most influential people in Business Marketing by Crain's B to B Magazine.
His previous book was "Integrated Direct Marketing: The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing and Field Sales."
Lisa Clawson
Senior Marketing Manager
Microsoft
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Lisa Clawson is a senior marketing manager at Microsoft. She launched the first Microsoft Small Business relationship marketing program. The program has resulted consistently in increased customer satisfaction and up to 7x response rates. Lisa’s experience includes developing brand positioning and integrated relationship marketing strategies. In the mid-90’s, Lisa developed Bank of America’s first High Value Relationship Marketing Program and also led a team that launched the aQuantive/AvenueA/Atlas DMT brand online. In her free time, Lisa is president of a Seattle Children’s Hospital Guild, and chairs “Reflections” (a national public school arts competition) at her childrens’ school.