Direct Marketing: Heading for High Gear

Melbourne: Tuesday 2 May 2006, 9.30am - 5.00pm
Sydney: Friday 5 May 2006, 9.30 - 5.00pm

You'll never think of it as "junk mail" again!

Worldwide, Direct Marketing is growing faster than any other advertising or promotional medium. Why? Because, uniquely, it combines the best aspects of print - colour, physical appeal, perceived value - and the ability to personalise, target and test. But are you harnessing its extraordinary power?

This one-day workshop, led by publishing expert trainers Susannah Bowen (Melbourne) and Steve Carey (Sydney) will enable you to take your Direct Marketing skills to the next level. They'll bring you right up to speed on Direct Marketing's latest manifestation, e-marketing, too. And at the end of the day you'll know why there's no such thing as "junk mail", only "junk mailers"... and how to avoid being one!

Course content includes how to:

• Make certain your Direct Marketing works
• Organise your DM campaign from go to whoa
• Source first-class lists at the best price
• Avoid making the mistakes responsible for 80% of DM failures
• Write copy that grabs your reader from the start
• Create an order form that won't ruin your entire campaign!

Key learning outcomes
By the end of the workshop, participants will be able to:

• Write a Direct Marketing campaign brief
• Identify and reach your target market
• Write copy that obeys the 10 Golden Rules of Direct Marketing
• Check an order form and postage and packing requirements

Who should attend?
Everyone whose job requires them to write and/or execute Direct Marketing (including e-marketing) campaigns. The course is suitable for those with some existing knowledge of Direct Marketing principles and techniques, and will involve working with real-life case studies, including if desired materials provided by delegates.

When you apply, please include brief details of your Direct Marketing experience. If you wish submit case study material for use on the course, or to submit questions, please send to Dee Read at the APA as soon as possible.

Presenters: Susannah Bowen (Melbourne) and Steve Carey (Sydney)
Susannah and Steve are the Principals of Bloom Partners, which provides specialist training and other services for the publishing industry.

Susannah has vast experience in sales, marketing and business development roles in Australia and Europe and has designed and executed direct marketing campaigns around the world. She also lectures on publishing at the University of Melbourne.

Steve has been Group Publisher for some of the UK's and Australia's biggest magazine publishing companies, and set up Direct Marketing and Telemarketing departments. He lectures on publishing and marketing at Monash University.

Dates and Venues

Melbourne
Tuesday 2 May 2006, 9.30 -5pm
Somerset Botanic Gardens
348 St Kilda Rd, Melbourne
Ph. 03 9685 2944

Sydney
Friday 5 May 2006, 9.30 -5pm
Medina on Crown
359 Crown St, Surry Hills
Ph. 02 9360 6666

Cost (GST Inclusive):
$375 APA, Australian Society of Authors, Galley Club and Society of Editors members
$420 Non-members
15% discount when 5 or more attend from one company!

To register, download the registration form and fax it back to us.

Cancellations and refunds