Relationship Marketing I

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Relationship Marketing I On-Demand     Register    

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Overview

This tough economy has only heightened customer’s demands for relevance and value. Join industry thought leader and recent Marketing Hall of Fame inductee, Ernan Roman online for this new training designed to teach you the powerful 4 Step Relationship Marketing Process. You will learn proven strategies and tactics for achieving double-digit increases in customer engagement and revenue. Companies such as IBM, NBC Universal, Microsoft, HMS National, Life Line Screening, and Songza.com have achieved 10% - 35% increases in sales using this process.

You will receive detailed guidelines to help implement these proven best practices. In-depth case studies will illustrate how B-to-B and B-to-C leaders like Microsoft, Threadless, Life Line Screening, and HMS National achieved double-digit increases in response and revenue in this tough economy.

In addition, new Voice of Customer research findings regarding social media and multichannel best practices will be provided.

Topics

  • How to use Voice of Customer (VOC) Research to Drive Your Relationship Strategies
  • How to Create Powerful Opt-in Databases with Customer's Self-Profiled Information
  • Understand What Information is Appropriate and Not Appropriate to as In Opt-In
  • Learn What Motivates Customers to Opt-In
  • Understand how to Pre-test Messaging and Offer in VoC Research

Duration
Approximately 90 minutes - self paced

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Module Objectives
After completing this module, you will have an in-depth understanding of the following 2 Steps in the 4 Step Relationship Marketing Process:

Step I: How to Use Voice of Customer (VOC) Research to Drive Your Relationship
Strategies

  • Ensure that your social media, multichannel and opt-in relationship strategies are truly driven by the needs of your customers.


Step II: Create Powerful Opt-In Databases with Customer’s Self-Profiled Information

  • Learn what motivates customers to opt-in and self-profile their preferences.

Module Outline
Step I: How to Use Voice of Customer (VOC) Research to Drive Your Relationship Strategies

  • Ensure that your social media, multichannel, and opt-in relationship strategies are truly driven by the needs of your customers
  • Voice of customer-driven value propositions, media mix and messages
  • How to design your VOC relationship research
  • Defining your research objectives and strategies
  • Understand how to pre-test messaging and offers in VOC research
  • Key questions you need to ask
  • Specialized questions specific to online and social media marketing
  • Who you must include in the research
  • Developing effective voice-of-customer driven strategies based on VOC learnings
  • Case study: Life Line Screening

Step II: Create Powerful Opt-In Databases with Customer’s Self-Profiled Information

  • Differences between opt-in and “permission” marketing
  • How to develop effective strategies for your opt-in programs
  • How to create a uniquely accurate opt-in database to drive your relationship marketing
  • Learn what motivates customers to opt-in and self-profile their preferences
  • Understand what information is appropriate and not appropriate to ask
  • Learn how to deepen opt-in relationships over time
  • Case study: Microsoft
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.

Try:

    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.

 

    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.

 

  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

 

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.

Instructor
Ernan Roman

Ernan Roman
President, Ernan Roman Direct Marketing.
Ernan Roman, President of Ernan Roman Direct Marketing (ERDM), was inducted into the Marketing Hall of Fame based on the dramatic results companies achieve with three Customer Experience methodologies he created: Voice of Customer Relationship Research, Integrated Direct Marketing and Opt-in Marketing. Read More

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Price
Member – $189
Non-member – $219
 
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Related Courses
Relationship Marketing II
Customer Experience Marketing
Psychology-Based Marketing
DMA Certified Marketing Professional