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Acquisition and Prospecting
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Intensive (Pre or Post-Conference Only)
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Part III: Best Practices 3 And 4
Improving the Power and Yield of Your Multichannel Programs:
Attendees will learn to use the 5 principles of Integrated Direct Marketing to consistently achieve double-digit response. In addition, we’ll cover how to deploy at least seven components of your media mix with precision timing and synchronization.
It’s Your Responsibility as Marketers to Deliver Strong Customer Service (It’s Not Just an “Operations” Task)
We’ll cover why customer service experiences have a profound impact on your sales and marketing efforts. It’s important to understand that this is a marketing issue, not an “operations” issue! Attendees will take away nine action items for improving your customers’ experiences with your Customer Service Call Center.
Learning Points:
Learn how to achieve precision integration of multiple media
Understand how to leverage Pre-sale versus Post-sale Customer Lifecycle strategies
Understand Marketing’s responsibility to improve the Customer Service experience.
Attendees are invited to bring their strategy questions and challenges for group or individual discussion.
Part IV: Best Practice 5
Increasing the Power of Your Customer On-line Experiences by 9X
In the final module, we’ll discuss brand new guidelines for establishing powerful online customer experiences which translate into significant increases in revenue and LTV. In addition, VOC Relationship Research findings regarding customer’s expectations for competitively differentiating online experiences will be presented. Attendees will hear important case study tips from best-in-class e-marketer AmieStreet.com, the fastest growing online music retailer, regarding how they increased sales 75%.
Learning Points:
Learn how to deliver the best online customer experience
Understand what customers expect of a value-added community experience
Learn proven e-marketing best practices from Microsoft and AmieStreet.com case studies
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Sunday Oct 18, 2009
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9:00 AM - 11:15 AM
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27AB
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Segments of this workshop are designed sequentially. Attendees will benefit most by attending the entire intensive.
Industry pioneer Ernan Roman has updated this workshop to teach how B-to-B and B-to-C innovators like Microsoft and AmieStreet.com.
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.
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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 President of the marketing consultancy, Ernan Roman Direct Marketing, (ERDM). He is one of the leading authorities in Customer Relationship Marketing and recognized as the industry pioneer who created the Integrated Direct Marketing and Opt-In Marketing methodologies.
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.
He is also the co-author of “Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing” and author of “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.