The Tutorials Section...
...provides you with access to all of our marketing workshop materials and presentations so you can put our knowledge and experience to work. They are normally given as part of a live workshop.
At DWS Associates We Practice the Fundamentals in Marketing Planning
Marketing Planning 101:
The Marketing Planning 101 tutorial presentation is a general introduction/refresher to marketing planning and it will guide you through the planning process and building the plan itself. It's generally given as part of a live workshop during which the actual marketing plan is developed with the client's marketing team. Often, management also participates in these sessions. This tutorial is appropriate for both B2C and B2B marketers.
The presentation starts with an overview of marketing and this part is generally aimed individuals with limited marketing management experience or marketers who want a refresher. The next sections go into the market planning process, marketing communications planning, marketing budgets and forecasts, marketing metrics, and the final section covers writing the marketing plan. The objectives of the presentation are to improve your knowledge of the market planning process; to give your a set of tools which will help you design, implement, track and measure your marketing plan; and to give you a better understanding of marketing communications and how to use it in supporting your marketing plan. The tutorial will teach you how to write an actionable targeted marketing plan; develop your expense and sales budgets; and develop your marketing communications strategy and marketing communications promotional mix.
Direct Marketing 101:
These five presentations take you through every step and facet of direct marketing, including developing direct marketing plan, direct marketing financials and budgets, direct marketing circulation plans; database marketing; direct marketing analytics and testing; direct marketing creative and design, selecting the appropriate direct marketing media for your integrated direct marketing campaigns, and developing direct marketing offers. They address both consumer (B2C) and business to business (B2B) direct marketing. You will learn how to write a direct marketing plan; how to select the appropriate media for your campaign, when to use it; the types of mailing list, the list management process and circulation planning; the types of direct marketing offers and when to use them; how to build a direct marketing database; direct marketing breakeven analysis and breakeven formula design; and finally bringing it all together in a creative package that will give you the best chance of launching successful direct marketing programs.
Direct Marketing 1 - introduction to direct marketing theories, practices and concepts Direct Marketing 2 - strategy, campaign planning, media, mailing lists, and circulation planning Direct Marketing 3 - direct marketing appeal and offer development Direct Marketing 4 - database marketing, direct marketing analytics and testing Direct Marketing 5 - direct marketing creative: media, formats, design and copy
Catalog Marketing 101
These eight tutorials take you through every step of planning, developing, launching and then managing a catalog operation. These tutorials are meant as an introduction to catalog marketing. If you're in the processing of thinking about launching a catalog or actually in the planning stages of one, these tutorials are excellent guides to helping you keep your plans on track. If you're an Internet merchant, then you will find them very useful in helping you tie together your online e-commerce store and activities and your offline direct mail catalog activities. Catalogs have become a necessity in driving online sales for many merchants and recent studies show that the majority of online purchases made by customers at these multi-channel sites are driven by catalogs.
Catalog Marketing 1 - Overview & E-Commerce Synergy Catalog Marketing 2 - Front End and Back End Marketing and Planning Catalog Marketing 3 - Merchandising Catalog Marketing 4 - Creative & Design Catalog Marketing 5 - Catalog Copy Catalog Marketing 6 - Catalog Production Catalog Marketing 7 - Catalog Management, Financials & Analytics Catalog Marketing 8 - Operations & Fulfillment
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