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To get big results in any market climate, you must understand consumer psychology and what really drives choices and loyalty, consciously and unconsciously. To maximize results, direct marketers need to develop psychological/emotional profiles for core customers, and then build data strategies to successfully find and reach like minds Marketing without psychological relevance and a keen understanding of data falls short every time. This session is designed to introduce participants to the fundamentals of human psychology that have a big impact on response to marketing and purchasing behavior.
Member – $1,399
Non-member – $1,699
Day 1: 9:00 A.M. – 5:00 P.M.
Introduction to Psychology and Human Behavior
Core theories and principals every marketer must know about include:
Emotionally-Powerful Creative Approaches
Examples of psychological relevance in direct marketing and techniques for maximizing various elements such as:
Case Study: Increasing Revenues by 640%
This case study will show how psychological relevance increased revenues over a control piece by 640% and achieved a 31x ROI for a completely unnecessary luxury product in the middle of an economic recession.
Direct Feedback: Review of participant’s existing campaigns
Each participant will be asked to bring an example of a current direct marketing campaign or mailer. We will review these pieces as a group and briefly assess the emotional impact of each to give each participant a starting point. This will occur as time allows.
Components of Successful PBM Campaigns
Day 2: 9:00 A.M. – 4:00 P.M.
Psychological Profiling for the Marketing World
Creating Psychological Profiles from Research, Data, and Human Nature
Data modeling for psychological relevance (Epsilon guest presenter)
Case Studies of Data Strategies that Increased Revenue, ROI, and LTV
The Power of Direct Marketing
The Exponential Power of Personalization and Psychology-Based Marketing
Build a psychologically relevant campaign for selected participant’s brand. As guest presenters are available, this exercise will cover messaging and positioning guidance along with insight on data and personalization strategies.
Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.
What sets her training programs apart is not only fascinating facts, data and case studies, but her ability to show audiences how to take these high level concepts and turn them into actionable, affordable marketing tactics that get results. Beyond speaking and training, Jeanette has been a columnist for several publications throughout the U.S., Australia, and China. She is a former radio talk show host for Voice America and is a frequent presenter for the Direct Marketing Association’s international conferences, American Marketing Association events nationwide, Xerox, MD Publishing and other professional groups.
The best part of Jeanette’s training programs is that they are not just more theory and funny stories. They offer how-to ideas, tactics and strategies that can be easily and affordably executed by any level of marketing professional. To date, her approach has achieved ROIs as high as 3100% percent for a direct marketing campaign, beat a control piece by 640% and has significantly increased LTV for existing clients.
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