Get fresh ideas … learn cutting-edge strategies … boost your response rates … immediately
improve your marketing effectiveness … in just two days!
E N R O L L O N L I N E AT w w w. R o c k h u r s t Tr a i n i n g . c o m O R C A L L 1 - 8 0 0 - 2 5 8 - 7 2 4 6 .
PROGRAM SCHEDULE
ENROLL ONLINE AT
WWW
.R
OCKHURST
T
RAINING
.
COM
OR CALL 1-800-258-7246.
This “How To” packed, 2-day
training delivers leading-edge,
creative marketing strategies,
including:
■
Creating direct mail packages that
get opened, read, and acted upon
■
Effectively using postcards, catalogs,
and blow-in cards
■
Seamlessly integrating your Internet
and e-mail marketing
■
What offers you can make that will
grab your customer’s attention but
not break your margins
■
Writing clean copy that really drives
your message home
■
Keys to avoiding having your e-mail
identified as spam
■
Simple ways to boost your e-mail
response rates
■
Staying on top of the “rules” of direct
marketing that seemingly change
every few months
Nonprofit U.S. Postage
PAID Rockhurst University Continuing
Education Center, Inc. Time-Sensitive Material Need to correct name, title or address? Did you receive
duplicate brochures or want to be removed from our list? Please fax the mailing label with corrections to 1-877-270-6185 or mail to us at 6901 West 63rd Street, Shawnee Mission, KS 66201-1349, Attention: List. Allow 15 weeks for processing.
P.O. Box 419107 • Kansas City, MO 64141-6107
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!
Take advantage of our early
bird enrollment and group
training discounts. See page 5
for details.
3
Creative
Direct Marketing
Strategies
The Complete Course on Re-Energizing Your
Creative Strategies With Out-of-the-Box
Thinking and Best Practice Tactics
Creative
Direct Marketing
Strategies
The Complete Course on Re-Energizing Your
Creative Strategies With Out-of-the-Box Thinking
and Best Practice Tactics
Your trainer for this intensive two-day course will be
nationally known marketing guru Shari Altman!
Learn more on page 4.
VIP# 919-118101-001
I. Creating a Profitable Marketing Strategy
■ How to determine what marketing options are feasible for your operation
■ Foolproof targeting techniques that will help you nail your audience
■ How does your target audience want to receive your message? You better find out!
■ Know your product: A quick primer on finding the features and benefits of your product
■ When should you start involving the “creatives” in your planning?
■ How to start thinking “strategically” if you’ve never had to before
II. Crafting the Perfect Offer
■ What separates an irresistible offer from one that doesn’t get a second glance
■ What will make the most improvement on your response rates?
■ Is the way you’re presenting your offer killing your message? Find out here
■ Testing your offers to see what works best ■ The secrets to creating an offer your target audience
“can’t refuse”
■ 10 proven offers that work almost every time ■ 4 action devices that will spur your customer into
action
■ Ensuring your offer acts like bait to your customer – and NOT a red herring!
■ The 1 critical piece of an offer many marketers miss ■ Solutions for selling something when your offer or
product doesn’t have an obvious Unique Selling Position (USP)
■ The economics of direct marketing offers: Are you cutting price – or cutting your legs out from under you?
III. The Fundamentals of “Creative” Copy
■ How to keep your copy brief and to the point – and times when you shouldn’t
■ Copywriting commandments that every good writer needs to know
■ How to create attention-grabbing subject lines, headlines, tag lines, and teaser copy
■ The fundamentals of writing for the Web vs. traditional media
■ How to distinguish good copy from bad ■ Ensuring you focus on the benefits and not merely
list your products’ features
■ Why GREAT advertising copy is usually BAD direct marketing copy
■ Troubleshooting tips for the copywriter whose USP is MIA (Missing In Action)
IV. Design Strategies Every Marketer
Should Know
■ How to always follow the prime directive of direct marketing design to the letter
■ Consumer viewing patterns and how your medium affects the outcome
■ Increasing comprehension and results with type and layout tricks
■ How to improve readability – even if you think it’s pretty good already
■ Delivering a unified look and feel with words and graphics
■ Colors and graphics that work well with different mediums
■ “When Graphic Designers Fall in Love With Their Image Software” and other horror stories of having too many bells, whistles, and other graphic options
V. Building a Better Direct Mail Package
■ List strategy and getting your package to its intended audience
■ Dazzling design elements that will improve the response to every package you create
■ The Great Teaser Copy Debate: What you should say on your envelope – and what you must absolutely, positively avoid
■ Identifying the pieces of a successful direct mail package
■ How and when to integrate multimedia into your package
■ The effect of personalized pieces
VI. Special Section: Creative Tips for Self-Mailers,
Catalogs, and Other Media
■ How to drive more traffic and quality leads to your Web site
■ Questions that should be on any online registration form to ensure you receive only quality information ■ A quick search engine primer: A quick look at
search engine marketing and how to optimize your site – for the non-techie marketing professional ■ The pros and cons of ad banners on your site
BRING THIS WORKSHOP ON-SITE.
For more information, call our Business Training and Development Services department at 1-800-344-4613 or go online atwww.RockhurstTraining.com/onsitetraining.cfm
“An enormous amount of information
presented in a meaningful way.”
– J. Orr, Director of Marketing
“… informative and packed full of useful
information and techniques.”
– D. Brown, Marketing Project Manager
“Really taught me to see marketing
strategies in a new light.”
– M. Anastos, Marketing
Your Comprehensive Course Agenda
REGISTRATION AT 8:30 A.M. DAY ONE COURSE HOURS: 9 A.M. TO 4 P.M.
REGISTRATION FORM
1. Names of Attendees
1. Mr./Ms._______________________________________________________________________________________ Title __________________________________________ City/Event #: ___________________________________ E-mail Address _________________________________________________________________________________ 2. Mr./Ms._______________________________________________________________________________________ Title __________________________________________ City/Event #: ___________________________________ E-mail Address _________________________________________________________________________________WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! (Please list additional registrations on a separate sheet and attach.)
■■If you have registered by phone, please record your confirmation number here:___ ___ ___ ___ ___ ___ ___ ___ ___.
■■Check payable to Rockhurst University Continuing Education Center, Inc. is enclosed. SD, CT and WV residents, please add applicable sales tax to your payment. If you are tax-exempt, enter your tax-exempt number here:___________________________________ and attach a copy of your tax-exempt certificate.
■■Charge to: ■■MasterCard ■■VISA ■■American Express ■■Discover ■■Diners Club
Card No.________________________________________________ Exp. Date___________________ Signature____________________________________________________________________________
■■Bill my organization; Attn:_________________________________ (Note: Full registration fee due and payable prior to start of workshop) ■■Our purchase order is attached (government, educational and health care organizations only)
Organization___________________________________________________________________________ Address_______________________________________________________________________________ Mail Stop_________________________ *Phone _____________________________________________ City_____________________________________________ State__________ ZIP___________________
Approving Supervisor: Mr./Ms.____________________________________________________________
Title_________________________________________________________________________________ E-mail Address______________________________________ **Fax______________________________
**Your fax number will be used to send confirmation of your registration as well as to notify you of upcoming events in your area and provide you with special discounts and offers available exclusively to RUCEC customers.
3. Method of Payment
2. Company Information (Please Print)
*Phone required in case of last-minute changes.Fill in your VIP Customer Number as it appears above the name on the mailing label. (Record the number even if the label is addressed to another individual.)
4. Important: Your VIP Customer Number
GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE!
CANCELLATION:
If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $10 enrollment charge.FED ID #43-1576558
Enrollment Fees & Group Discounts
THIS IS A ONE-OF-A-KIND OPPORTUNITY – DON’T RISK MISSING OUT!
ENROLL ONLINE AT www.RockhurstTraining.com OR CALL 1-800-258-7246.
GET OFF THE ASSEMBLY LINE – AND START MAKING TRULY CREATIVE DECISIONS
Sometimes, time is short and stress is high – and creativity takes a hit. You want to make something you
can be proud of. You want to be able to look at your next creation and not cringe at its mediocrity. You
want to go to your boss and triumphantly present a masterpiece of originality that will increase your
response rates tenfold. This two-day workshop can help you do just that.
WANT TO KNOCK THEM OFF THEIR FEET? FRESH NEW IDEAS TO ENGAGE YOUR CUSTOMERS
We’ve all seen killer creative that rocks us back on our heels. We’ve opened a mailer or spotted an ad in a
trade magazine that makes us look twice – and read further. Don’t you wonder how they came up with
that idea or angle? What made them think of approaching their audience in that particular way? Why did
they use that graphic or illustration? Attend this innovative workshop and we’ll give you practical strategies
to make you think differently. We’ll show you proven tactics that other marketers have taken that will
breathe new life into your current marketing efforts.
THINK YOUR RESPONSE RATES CAN’T GET ANY BETTER? THINK AGAIN
In marketing, time is not your friend. If you’re not being effective in your marketing efforts, the time to
change it is yesterday. There may be a hundred things you’d like to do differently to improve your response
rates … but if there are one or two ways that will make the MOST difference, wouldn’t you like to know
them? We can give you the best ways to make an immediate difference with your creative strategy … and
we’ll give you great long-term goals you can work toward, too!
LEARN FROM TOP MARKETING EXPERT SHARI ALTMAN
The leader of this highly interactive and comprehensive creative marketing event is Shari Altman, one of
America’s leading marketing authorities. As a consultant, speaker, and trainer, Shari has helped thousands
of marketing professionals reach a whole new level of success through her powerfully enriching seminars.
MASTER THE KEYS TO TRULY CREATIVE MARKETING IN JUST 2 DAYS!
When you consider the almost unlimited potential of an original, well-conceived, creative marketing
strategy for all of your marketing campaigns, the thought of intentionally passing up this information is
staggering. Dramatically improve your company’s marketing strategy – call and register today!
Who’ll Be There …
■
Marketing managers,
executives, and small-
business owners
■
B2B and B2C marketing
professionals
■
Organizations that know
their creative strategies could
be better – and need a push
in the right direction
■
Copywriters, graphic
designers, and other
“creative” team members
■
Veteran marketers who want
to refresh their skills
■
New marketing
professionals who want to
eliminate knowledge gaps
■
Any company that wants to
leave no stone unturned to
increase its marketing
effectiveness
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!
Discover head-turning, jaw-dropping creative
strategies guaranteed to bring your marketing
efforts into the 21st century!
2
4
5
A nationally known and respected marketing expert, Shari Altman is revered
by her peers as the one person they’d pick to teach them more about
increasing marketing results!
One of the country’s leading marketing personalities, she is the founder of Altman
Dedicated Direct, a company that epitomizes creative marketing with expertise in
e-commerce, direct mail catalog, infomercial and DRTV marketing, start-up and
small-business marketing, and traditional direct marketing. She is a frequent
speaker at industry conferences, and Shari’s clients, customers, and seminar
participants rely on her to keep them informed and up-to-date on the latest direct
marketing techniques and opportunities to improve their results.
Known for her focus on the bottom line, the men and women she has taught
appreciate Shari’s expertise in over 22 years of direct response marketing. Before
launching Altman Dedicated Direct in 1999, Shari had hands-on responsibility as
director of marketing for infomercial marketers, major catalogers, and continuity
marketers.
Utilizing a broad range of media including catalogs, e-mail, direct mail, space ads
and inserts, telemarketing, the Web, radio and TV, Shari has helped well-known
direct marketers like
Time-Life, Guthy-Renker, McGraw-Hill
and
Sara Lee Direct
reach major sales and marketing goals by using every marketing means available.
Shari packs each of her seminars with a broad range of strategic and tactical
information, insider tips, best practices, and “how to’s” for improving every aspect
of the marketing chain. Don’t miss this unique opportunity to hear and learn from
one of the truly visionary marketing professionals in the country – and gain the
techniques and the tools to send your marketing soaring!
*We reserve the right to substitute a trainer of equal quality.
Attend This Intensive
Two-Day Course and
You’ll Learn How to …
■
Increase your response rates higher than
you believed possible
■
Present an original, creative campaign to
your customers without becoming
overbearing or annoying
■
Keep your current customers coming back –
while continuing to grow your new
customer base
■
Differentiate your product from your
competitors
■
Gain a boost of creativity and get out of
“doing what you’ve always done”
■
Develop a successful creative marketing
“roadmap” for your campaigns before your
work begins
■
Create better offers that will grab more
sales
■
Find out how knowledge of your product
and your audience can affect your creative
strategy
■
Develop the tools and techniques you need
to create successful marketing campaigns
every time
Learn the key elements of creative marketing from
one of the most dynamic minds in the country!
Shari Altman
HOTEL ACCOMMODATIONS
Hotel accommodations must be placed directly with the hotel. Reservations will be taken on a space-available basis only, so early reservations are recommended.
SCHEDULE Call toll-free
1-800-258-7246 Fax the completed
registration form to 1-913-432-0824
or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box 419107 Kansas City, MO 64141-6107 Register online at www.Rockhurst Training.com
TO ENROLL ...
Get fresh ideas … learn cutting-edge strategies … boost your response rates … immediately
improve your marketing effectiveness … in just two days!
E N R O L L O N L I N E AT w w w. R o c k h u r s t Tr a i n i n g . c o m O R C A L L 1 - 8 0 0 - 2 5 8 - 7 2 4 6 .
PROGRAM SCHEDULE
ENROLL ONLINE AT
WWW
.R
OCKHURST
T
RAINING
.
COM
OR CALL 1-800-258-7246.
This “How To” packed, 2-day
training delivers leading-edge,
creative marketing strategies,
including:
■
Creating direct mail packages that
get opened, read, and acted upon
■
Effectively using postcards, catalogs,
and blow-in cards
■
Seamlessly integrating your Internet
and e-mail marketing
■
What offers you can make that will
grab your customer’s attention but
not break your margins
■
Writing clean copy that really drives
your message home
■
Keys to avoiding having your e-mail
identified as spam
■
Simple ways to boost your e-mail
response rates
■
Staying on top of the “rules” of direct
marketing that seemingly change
every few months
Nonprofit U.S. Postage
PAID Rockhurst University Continuing
Education Center, Inc. Time-Sensitive Material Need to correct name, title or address? Did you receive
duplicate brochures or want to be removed from our list? Please fax the mailing label with corrections to 1-877-270-6185 or mail to us at 6901 West 63rd Street, Shawnee Mission, KS 66201-1349, Attention: List. Allow 15 weeks for processing.
P.O. Box 419107 • Kansas City, MO 64141-6107
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!
Take advantage of our early
bird enrollment and group
training discounts. See page 5
for details.
3
Creative
Direct Marketing
Strategies
The Complete Course on Re-Energizing Your
Creative Strategies With Out-of-the-Box
Thinking and Best Practice Tactics
Creative
Direct Marketing
Strategies
The Complete Course on Re-Energizing Your
Creative Strategies With Out-of-the-Box Thinking
and Best Practice Tactics
Your trainer for this intensive two-day course will be
nationally known marketing guru Shari Altman!
Learn more on page 4.
VIP# 919-118101-001
I. Creating a Profitable Marketing Strategy
■ How to determine what marketing options are feasible for your operation
■ Foolproof targeting techniques that will help you nail your audience
■ How does your target audience want to receive your message? You better find out!
■ Know your product: A quick primer on finding the features and benefits of your product
■ When should you start involving the “creatives” in your planning?
■ How to start thinking “strategically” if you’ve never had to before
II. Crafting the Perfect Offer
■ What separates an irresistible offer from one that doesn’t get a second glance
■ What will make the most improvement on your response rates?
■ Is the way you’re presenting your offer killing your message? Find out here
■ Testing your offers to see what works best ■ The secrets to creating an offer your target audience
“can’t refuse”
■ 10 proven offers that work almost every time ■ 4 action devices that will spur your customer into
action
■ Ensuring your offer acts like bait to your customer – and NOT a red herring!
■ The 1 critical piece of an offer many marketers miss ■ Solutions for selling something when your offer or
product doesn’t have an obvious Unique Selling Position (USP)
■ The economics of direct marketing offers: Are you cutting price – or cutting your legs out from under you?
III. The Fundamentals of “Creative” Copy
■ How to keep your copy brief and to the point – and times when you shouldn’t
■ Copywriting commandments that every good writer needs to know
■ How to create attention-grabbing subject lines, headlines, tag lines, and teaser copy
■ The fundamentals of writing for the Web vs. traditional media
■ How to distinguish good copy from bad ■ Ensuring you focus on the benefits and not merely
list your products’ features
■ Why GREAT advertising copy is usually BAD direct marketing copy
■ Troubleshooting tips for the copywriter whose USP is MIA (Missing In Action)
IV. Design Strategies Every Marketer
Should Know
■ How to always follow the prime directive of direct marketing design to the letter
■ Consumer viewing patterns and how your medium affects the outcome
■ Increasing comprehension and results with type and layout tricks
■ How to improve readability – even if you think it’s pretty good already
■ Delivering a unified look and feel with words and graphics
■ Colors and graphics that work well with different mediums
■ “When Graphic Designers Fall in Love With Their Image Software” and other horror stories of having too many bells, whistles, and other graphic options
V. Building a Better Direct Mail Package
■ List strategy and getting your package to its intended audience
■ Dazzling design elements that will improve the response to every package you create
■ The Great Teaser Copy Debate: What you should say on your envelope – and what you must absolutely, positively avoid
■ Identifying the pieces of a successful direct mail package
■ How and when to integrate multimedia into your package
■ The effect of personalized pieces
VI. Special Section: Creative Tips for Self-Mailers,
Catalogs, and Other Media
■ How to drive more traffic and quality leads to your Web site
■ Questions that should be on any online registration form to ensure you receive only quality information ■ A quick search engine primer: A quick look at
search engine marketing and how to optimize your site – for the non-techie marketing professional ■ The pros and cons of ad banners on your site
BRING THIS WORKSHOP ON-SITE.
For more information, call our Business Training and Development Services department at 1-800-344-4613 or go online atwww.RockhurstTraining.com/onsitetraining.cfm
“An enormous amount of information
presented in a meaningful way.”
– J. Orr, Director of Marketing
“… informative and packed full of useful
information and techniques.”
– D. Brown, Marketing Project Manager
“Really taught me to see marketing
strategies in a new light.”
– M. Anastos, Marketing
Your Comprehensive Course Agenda
REGISTRATION AT 8:30 A.M. DAY ONE COURSE HOURS: 9 A.M. TO 4 P.M.
REGISTRATION FORM
1. Names of Attendees
1. Mr./Ms._______________________________________________________________________________________ Title __________________________________________ City/Event #: ___________________________________ E-mail Address _________________________________________________________________________________ 2. Mr./Ms._______________________________________________________________________________________ Title __________________________________________ City/Event #: ___________________________________ E-mail Address _________________________________________________________________________________WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! (Please list additional registrations on a separate sheet and attach.)
■■If you have registered by phone, please record your confirmation number here:___ ___ ___ ___ ___ ___ ___ ___ ___.
■■Check payable to Rockhurst University Continuing Education Center, Inc. is enclosed. SD, CT and WV residents, please add applicable sales tax to your payment. If you are tax-exempt, enter your tax-exempt number here:___________________________________ and attach a copy of your tax-exempt certificate.
■■Charge to: ■■MasterCard ■■VISA ■■American Express ■■Discover ■■Diners Club
Card No.________________________________________________ Exp. Date___________________ Signature____________________________________________________________________________
■■Bill my organization; Attn:_________________________________ (Note: Full registration fee due and payable prior to start of workshop) ■■Our purchase order is attached (government, educational and health care organizations only)
Organization___________________________________________________________________________ Address_______________________________________________________________________________ Mail Stop_________________________ *Phone _____________________________________________ City_____________________________________________ State__________ ZIP___________________
Approving Supervisor: Mr./Ms.____________________________________________________________
Title_________________________________________________________________________________ E-mail Address______________________________________ **Fax______________________________
**Your fax number will be used to send confirmation of your registration as well as to notify you of upcoming events in your area and provide you with special discounts and offers available exclusively to RUCEC customers.
3. Method of Payment
2. Company Information (Please Print)
*Phone required in case of last-minute changes.Fill in your VIP Customer Number as it appears above the name on the mailing label. (Record the number even if the label is addressed to another individual.)
4. Important: Your VIP Customer Number
GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE!
CANCELLATION:
If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $10 enrollment charge.FED ID #43-1576558
Enrollment Fees & Group Discounts
THIS IS A ONE-OF-A-KIND OPPORTUNITY – DON’T RISK MISSING OUT!
ENROLL ONLINE AT www.RockhurstTraining.com OR CALL 1-800-258-7246.
GET OFF THE ASSEMBLY LINE – AND START MAKING TRULY CREATIVE DECISIONS
Sometimes, time is short and stress is high – and creativity takes a hit. You want to make something you
can be proud of. You want to be able to look at your next creation and not cringe at its mediocrity. You
want to go to your boss and triumphantly present a masterpiece of originality that will increase your
response rates tenfold. This two-day workshop can help you do just that.
WANT TO KNOCK THEM OFF THEIR FEET? FRESH NEW IDEAS TO ENGAGE YOUR CUSTOMERS
We’ve all seen killer creative that rocks us back on our heels. We’ve opened a mailer or spotted an ad in a
trade magazine that makes us look twice – and read further. Don’t you wonder how they came up with
that idea or angle? What made them think of approaching their audience in that particular way? Why did
they use that graphic or illustration? Attend this innovative workshop and we’ll give you practical strategies
to make you think differently. We’ll show you proven tactics that other marketers have taken that will
breathe new life into your current marketing efforts.
THINK YOUR RESPONSE RATES CAN’T GET ANY BETTER? THINK AGAIN
In marketing, time is not your friend. If you’re not being effective in your marketing efforts, the time to
change it is yesterday. There may be a hundred things you’d like to do differently to improve your response
rates … but if there are one or two ways that will make the MOST difference, wouldn’t you like to know
them? We can give you the best ways to make an immediate difference with your creative strategy … and
we’ll give you great long-term goals you can work toward, too!
LEARN FROM TOP MARKETING EXPERT SHARI ALTMAN
The leader of this highly interactive and comprehensive creative marketing event is Shari Altman, one of
America’s leading marketing authorities. As a consultant, speaker, and trainer, Shari has helped thousands
of marketing professionals reach a whole new level of success through her powerfully enriching seminars.
MASTER THE KEYS TO TRULY CREATIVE MARKETING IN JUST 2 DAYS!
When you consider the almost unlimited potential of an original, well-conceived, creative marketing
strategy for all of your marketing campaigns, the thought of intentionally passing up this information is
staggering. Dramatically improve your company’s marketing strategy – call and register today!
Who’ll Be There …
■
Marketing managers,
executives, and small-
business owners
■
B2B and B2C marketing
professionals
■
Organizations that know
their creative strategies could
be better – and need a push
in the right direction
■
Copywriters, graphic
designers, and other
“creative” team members
■
Veteran marketers who want
to refresh their skills
■
New marketing
professionals who want to
eliminate knowledge gaps
■
Any company that wants to
leave no stone unturned to
increase its marketing
effectiveness
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!
Discover head-turning, jaw-dropping creative
strategies guaranteed to bring your marketing
efforts into the 21st century!
2
4
5
A nationally known and respected marketing expert, Shari Altman is revered
by her peers as the one person they’d pick to teach them more about
increasing marketing results!
One of the country’s leading marketing personalities, she is the founder of Altman
Dedicated Direct, a company that epitomizes creative marketing with expertise in
e-commerce, direct mail catalog, infomercial and DRTV marketing, start-up and
small-business marketing, and traditional direct marketing. She is a frequent
speaker at industry conferences, and Shari’s clients, customers, and seminar
participants rely on her to keep them informed and up-to-date on the latest direct
marketing techniques and opportunities to improve their results.
Known for her focus on the bottom line, the men and women she has taught
appreciate Shari’s expertise in over 22 years of direct response marketing. Before
launching Altman Dedicated Direct in 1999, Shari had hands-on responsibility as
director of marketing for infomercial marketers, major catalogers, and continuity
marketers.
Utilizing a broad range of media including catalogs, e-mail, direct mail, space ads
and inserts, telemarketing, the Web, radio and TV, Shari has helped well-known
direct marketers like
Time-Life, Guthy-Renker, McGraw-Hill
and
Sara Lee Direct
reach major sales and marketing goals by using every marketing means available.
Shari packs each of her seminars with a broad range of strategic and tactical
information, insider tips, best practices, and “how to’s” for improving every aspect
of the marketing chain. Don’t miss this unique opportunity to hear and learn from
one of the truly visionary marketing professionals in the country – and gain the
techniques and the tools to send your marketing soaring!
*We reserve the right to substitute a trainer of equal quality.
Attend This Intensive
Two-Day Course and
You’ll Learn How to …
■
Increase your response rates higher than
you believed possible
■
Present an original, creative campaign to
your customers without becoming
overbearing or annoying
■
Keep your current customers coming back –
while continuing to grow your new
customer base
■
Differentiate your product from your
competitors
■
Gain a boost of creativity and get out of
“doing what you’ve always done”
■
Develop a successful creative marketing
“roadmap” for your campaigns before your
work begins
■
Create better offers that will grab more
sales
■
Find out how knowledge of your product
and your audience can affect your creative
strategy
■
Develop the tools and techniques you need
to create successful marketing campaigns
every time
Learn the key elements of creative marketing from
one of the most dynamic minds in the country!
Shari Altman
HOTEL ACCOMMODATIONS
Hotel accommodations must be placed directly with the hotel. Reservations will be taken on a space-available basis only, so early reservations are recommended.
SCHEDULE Call toll-free
1-800-258-7246 Fax the completed
registration form to 1-913-432-0824
or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box 419107 Kansas City, MO 64141-6107 Register online at www.Rockhurst Training.com
TO ENROLL ...
REGISTRATION FORM
1. Names of Attendees
1. Mr./Ms._______________________________________________________________________________________ Title __________________________________________ City/Event #: ___________________________________ E-mail Address _________________________________________________________________________________ 2. Mr./Ms._______________________________________________________________________________________ Title __________________________________________ City/Event #: ___________________________________ E-mail Address _________________________________________________________________________________WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! (Please list additional registrations on a separate sheet and attach.)
■■If you have registered by phone, please record your confirmation number here:___ ___ ___ ___ ___ ___ ___ ___ ___.
■■Check payable to Rockhurst University Continuing Education Center, Inc. is enclosed. SD, CT and WV residents, please add applicable sales tax to your payment. If you are tax-exempt, enter your tax-exempt number here:___________________________________ and attach a copy of your tax-exempt certificate.
■■Charge to: ■■MasterCard ■■VISA ■■American Express ■■Discover ■■Diners Club
Card No.________________________________________________ Exp. Date___________________ Signature____________________________________________________________________________
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*Phone required in case of last-minute changes.Fill in your VIP Customer Number as it appears above the name on the mailing label. (Record the number even if the label is addressed to another individual.)
4. Important: Your VIP Customer Number
GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE!
CANCELLATION:
If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $10 enrollment charge.FED ID #43-1576558
Enrollment Fees & Group Discounts
THIS IS A ONE-OF-A-KIND OPPORTUNITY – DON’T RISK MISSING OUT!
ENROLL ONLINE AT www.RockhurstTraining.com OR CALL 1-800-258-7246.
GET OFF THE ASSEMBLY LINE – AND START MAKING TRULY CREATIVE DECISIONS
Sometimes, time is short and stress is high – and creativity takes a hit. You want to make something you
can be proud of. You want to be able to look at your next creation and not cringe at its mediocrity. You
want to go to your boss and triumphantly present a masterpiece of originality that will increase your
response rates tenfold. This two-day workshop can help you do just that.
WANT TO KNOCK THEM OFF THEIR FEET? FRESH NEW IDEAS TO ENGAGE YOUR CUSTOMERS
We’ve all seen killer creative that rocks us back on our heels. We’ve opened a mailer or spotted an ad in a
trade magazine that makes us look twice – and read further. Don’t you wonder how they came up with
that idea or angle? What made them think of approaching their audience in that particular way? Why did
they use that graphic or illustration? Attend this innovative workshop and we’ll give you practical strategies
to make you think differently. We’ll show you proven tactics that other marketers have taken that will
breathe new life into your current marketing efforts.
THINK YOUR RESPONSE RATES CAN’T GET ANY BETTER? THINK AGAIN
In marketing, time is not your friend. If you’re not being effective in your marketing efforts, the time to
change it is yesterday. There may be a hundred things you’d like to do differently to improve your response
rates … but if there are one or two ways that will make the MOST difference, wouldn’t you like to know
them? We can give you the best ways to make an immediate difference with your creative strategy … and
we’ll give you great long-term goals you can work toward, too!
LEARN FROM TOP MARKETING EXPERT SHARI ALTMAN
The leader of this highly interactive and comprehensive creative marketing event is Shari Altman, one of
America’s leading marketing authorities. As a consultant, speaker, and trainer, Shari has helped thousands
of marketing professionals reach a whole new level of success through her powerfully enriching seminars.
MASTER THE KEYS TO TRULY CREATIVE MARKETING IN JUST 2 DAYS!
When you consider the almost unlimited potential of an original, well-conceived, creative marketing
strategy for all of your marketing campaigns, the thought of intentionally passing up this information is
staggering. Dramatically improve your company’s marketing strategy – call and register today!
Who’ll Be There …
■
Marketing managers,
executives, and small-
business owners
■
B2B and B2C marketing
professionals
■
Organizations that know
their creative strategies could
be better – and need a push
in the right direction
■
Copywriters, graphic
designers, and other
“creative” team members
■
Veteran marketers who want
to refresh their skills
■
New marketing
professionals who want to
eliminate knowledge gaps
■
Any company that wants to
leave no stone unturned to
increase its marketing
effectiveness
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!
Discover head-turning, jaw-dropping creative
strategies guaranteed to bring your marketing
efforts into the 21st century!
2
4
5
A nationally known and respected marketing expert, Shari Altman is revered
by her peers as the one person they’d pick to teach them more about
increasing marketing results!
One of the country’s leading marketing personalities, she is the founder of Altman
Dedicated Direct, a company that epitomizes creative marketing with expertise in
e-commerce, direct mail catalog, infomercial and DRTV marketing, start-up and
small-business marketing, and traditional direct marketing. She is a frequent
speaker at industry conferences, and Shari’s clients, customers, and seminar
participants rely on her to keep them informed and up-to-date on the latest direct
marketing techniques and opportunities to improve their results.
Known for her focus on the bottom line, the men and women she has taught
appreciate Shari’s expertise in over 22 years of direct response marketing. Before
launching Altman Dedicated Direct in 1999, Shari had hands-on responsibility as
director of marketing for infomercial marketers, major catalogers, and continuity
marketers.
Utilizing a broad range of media including catalogs, e-mail, direct mail, space ads
and inserts, telemarketing, the Web, radio and TV, Shari has helped well-known
direct marketers like
Time-Life, Guthy-Renker, McGraw-Hill
and
Sara Lee Direct
reach major sales and marketing goals by using every marketing means available.
Shari packs each of her seminars with a broad range of strategic and tactical
information, insider tips, best practices, and “how to’s” for improving every aspect
of the marketing chain. Don’t miss this unique opportunity to hear and learn from
one of the truly visionary marketing professionals in the country – and gain the
techniques and the tools to send your marketing soaring!
*We reserve the right to substitute a trainer of equal quality.
Attend This Intensive
Two-Day Course and
You’ll Learn How to …
■
Increase your response rates higher than
you believed possible
■
Present an original, creative campaign to
your customers without becoming
overbearing or annoying
■
Keep your current customers coming back –
while continuing to grow your new
customer base
■
Differentiate your product from your
competitors
■
Gain a boost of creativity and get out of
“doing what you’ve always done”
■
Develop a successful creative marketing
“roadmap” for your campaigns before your
work begins
■
Create better offers that will grab more
sales
■
Find out how knowledge of your product
and your audience can affect your creative
strategy
■
Develop the tools and techniques you need
to create successful marketing campaigns
every time
Learn the key elements of creative marketing from
one of the most dynamic minds in the country!
Shari Altman
HOTEL ACCOMMODATIONS
Hotel accommodations must be placed directly with the hotel. Reservations will be taken on a space-available basis only, so early reservations are recommended.
SCHEDULE Call toll-free
1-800-258-7246 Fax the completed
registration form to 1-913-432-0824
or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box 419107 Kansas City, MO 64141-6107 Register online at www.Rockhurst Training.com
TO ENROLL ...
XSCM2.ps - 11/7/2005 11:19 AM
Get fresh ideas … learn cutting-edge strategies … boost your response rates … immediately
improve your marketing effectiveness … in just two days!
E N R O L L O N L I N E AT w w w. R o c k h u r s t Tr a i n i n g . c o m O R C A L L 1 - 8 0 0 - 2 5 8 - 7 2 4 6 .
PROGRAM SCHEDULE
ENROLL ONLINE AT
WWW
.R
OCKHURST
T
RAINING
.
COM
OR CALL 1-800-258-7246.
This “How To” packed, 2-day
training delivers leading-edge,
creative marketing strategies,
including:
■
Creating direct mail packages that
get opened, read, and acted upon
■
Effectively using postcards, catalogs,
and blow-in cards
■
Seamlessly integrating your Internet
and e-mail marketing
■
What offers you can make that will
grab your customer’s attention but
not break your margins
■
Writing clean copy that really drives
your message home
■
Keys to avoiding having your e-mail
identified as spam
■
Simple ways to boost your e-mail
response rates
■
Staying on top of the “rules” of direct
marketing that seemingly change
every few months
Nonprofit U.S. Postage
PAID Rockhurst University Continuing
Education Center, Inc. Time-Sensitive Material Need to correct name, title or address? Did you receive
duplicate brochures or want to be removed from our list? Please fax the mailing label with corrections to 1-877-270-6185 or mail to us at 6901 West 63rd Street, Shawnee Mission, KS 66201-1349, Attention: List. Allow 15 weeks for processing.
P.O. Box 419107 • Kansas City, MO 64141-6107
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!
Take advantage of our early
bird enrollment and group
training discounts. See page 5
for details.
3
Creative
Direct Marketing
Strategies
The Complete Course on Re-Energizing Your
Creative Strategies With Out-of-the-Box
Thinking and Best Practice Tactics
Creative
Direct Marketing
Strategies
The Complete Course on Re-Energizing Your
Creative Strategies With Out-of-the-Box Thinking
and Best Practice Tactics
Your trainer for this intensive two-day course will be
nationally known marketing guru Shari Altman!
Learn more on page 4.
VIP# 919-118101-001
I. Creating a Profitable Marketing Strategy
■ How to determine what marketing options are feasible for your operation
■ Foolproof targeting techniques that will help you nail your audience
■ How does your target audience want to receive your message? You better find out!
■ Know your product: A quick primer on finding the features and benefits of your product
■ When should you start involving the “creatives” in your planning?
■ How to start thinking “strategically” if you’ve never had to before
II. Crafting the Perfect Offer
■ What separates an irresistible offer from one that doesn’t get a second glance
■ What will make the most improvement on your response rates?
■ Is the way you’re presenting your offer killing your message? Find out here
■ Testing your offers to see what works best ■ The secrets to creating an offer your target audience
“can’t refuse”
■ 10 proven offers that work almost every time ■ 4 action devices that will spur your customer into
action
■ Ensuring your offer acts like bait to your customer – and NOT a red herring!
■ The 1 critical piece of an offer many marketers miss ■ Solutions for selling something when your offer or
product doesn’t have an obvious Unique Selling Position (USP)
■ The economics of direct marketing offers: Are you cutting price – or cutting your legs out from under you?
III. The Fundamentals of “Creative” Copy
■ How to keep your copy brief and to the point – and times when you shouldn’t
■ Copywriting commandments that every good writer needs to know
■ How to create attention-grabbing subject lines, headlines, tag lines, and teaser copy
■ The fundamentals of writing for the Web vs. traditional media
■ How to distinguish good copy from bad ■ Ensuring you focus on the benefits and not merely
list your products’ features
■ Why GREAT advertising copy is usually BAD direct marketing copy
■ Troubleshooting tips for the copywriter whose USP is MIA (Missing In Action)
IV. Design Strategies Every Marketer
Should Know
■ How to always follow the prime directive of direct marketing design to the letter
■ Consumer viewing patterns and how your medium affects the outcome
■ Increasing comprehension and results with type and layout tricks
■ How to improve readability – even if you think it’s pretty good already
■ Delivering a unified look and feel with words and graphics
■ Colors and graphics that work well with different mediums
■ “When Graphic Designers Fall in Love With Their Image Software” and other horror stories of having too many bells, whistles, and other graphic options
V. Building a Better Direct Mail Package
■ List strategy and getting your package to its intended audience
■ Dazzling design elements that will improve the response to every package you create
■ The Great Teaser Copy Debate: What you should say on your envelope – and what you must absolutely, positively avoid
■ Identifying the pieces of a successful direct mail package
■ How and when to integrate multimedia into your package
■ The effect of personalized pieces
VI. Special Section: Creative Tips for Self-Mailers,
Catalogs, and Other Media
■ How to drive more traffic and quality leads to your Web site
■ Questions that should be on any online registration form to ensure you receive only quality information ■ A quick search engine primer: A quick look at
search engine marketing and how to optimize your site – for the non-techie marketing professional ■ The pros and cons of ad banners on your site
BRING THIS WORKSHOP ON-SITE.
For more information, call our Business Training and Development Services department at 1-800-344-4613 or go online atwww.RockhurstTraining.com/onsitetraining.cfm
“An enormous amount of information
presented in a meaningful way.”
– J. Orr, Director of Marketing
“… informative and packed full of useful
information and techniques.”
– D. Brown, Marketing Project Manager
“Really taught me to see marketing
strategies in a new light.”
– M. Anastos, Marketing
