| What: | Let’s get down to basics.
The world of direct marketing is constantly changing. But the most powerful force in the industry will always be knowledge. And that’s what the
Basic Course is all about.
It’s a brilliant choice for direct marketers from all disciplines.
That’s because the Basic Course takes you inside the latest direct marketing methods. You’ll share ideas and hands-on experience from today’s marketplace. And you’ll receive a diverse, comprehensive and practical
overview of direct marketing today in a workshop-like, small-class environment. There are valuable new principles and best practices every week, as industry leaders share vital information and fresh thinking
about their specialties.
Thursday night classes -- which run 11 weeks from March 4th to May 13th -- are from 6:15 p.m. to 8:45 p.m. at the University of Chicago Gleacher Center in downtown Chicago (near Michigan Avenue and Wacker Drive).
The Spring 2010 brochure was mailed to all CADM members in early February. The file is too large to post on our web site, but click here to view a PDF of the Fall 2009 brochure -- the topics and speakers will basically remain the same.
IMPORTANT - PLEASE NOTE: CADM's Basic Course will only be offered ONCE in 2010, as we're merging the fall session into spring. So, don't wait until 2011 -- register now!
Course Outline:
March 4: An Overview of Direct Marketing’s Strategic Role (Randy Hlavac, Marketing Synergy)
Learn what you need to know about today’s transforming marketplace
March 11: The Essential Elements of Strategy and Planning (Jim Sherman, Midas International)
Lay a strong foundation for marketing communications programs
March 18: Exploring the Power of Database Marketing (Cyndi Greenglass, Diamond Marketing Solutions)
How to use data and information to create a
foundation for marketing success
March 25: The Essential Elements of Marketing Measurement and Reporting (Roger Marcus, Allant Group)
Become familiar with the performance indicators
and metrics to gauge marketing success
April 1: Using Analysis and Research to Create Marketing Innovation (Richard Hren)
Learn what you need to know to capture and apply marketing insights
Aprl 8: The Evolving Role of Direct Mail in the 21st Century (Rob Engelman, Engelman Management Group)
Learn why direct mail remains an important direct marketing channel
April 15: How to Craft, Identify and Evaluate Engaging Creative Strategies (Marc Blumer, Slack Barshinger)
Recognize copy, design and other key elements of creative
April 22: Reaching Today’s Empowered and Engaged Consumers, Using Interactive Marketing (Randy Wait, Leapfrog Online)
Understand why multichannel is the perfect marriage of the Internet and direct marketing
April 29: How to Acquire Long-Term Customers using Direct Response TV (Scott Ballew, A. Eicoff & Company)
Apply details of DRTV processes from up-front
planning to back end analysis
Managing Call and Contact Centers for Leads, Sales and Service (Mitchell Lieber, Lieber & Associates)
Understand the uses of toll-free numbers, outbound calling, inbound e-mails and web chat
May 6: Production Techniques to Keep Your
Programs True to their Marketing Objectives (Elizabeth Kuta, American Mailers; Dan Moss, VISOgraphic, Inc.)
Distinguish the most efficient and effective
ways to produce creative materials
May 13: Team Presentations, Industry Directions, and Closing
Basic Course Committee Chair: Frank Roman, Frank Roman Partners
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