In direct marketing, it is often said that a dynamic offer can succeed even if your copy and creative are weak. But you cannot stop at the offer alone. The offer is tightly tied to the Call-to-Action, which tells your prospect or customer exactly what you want them to do, and how to get what you are offering.
In this online seminar, you will learn how to develop an offer strategy based on different marketing objectives and how to match that strategy to multiple target audience segments. We will examine the differences between lead generation vs. direct sales offers so you can apply the right offer to your selling environment. We will discuss how offers work the same and differently in B2B vs. B2C so you can translate your personal experience as a consumer to your company’s B2B environment. And we will determine the best offers for your B2B targets. Through sample communications, we will demystify successful offers that worked and share several in-market examples of offers that did not succeed.
You will learn:
•The most successful B2B offers
•The role of your call to action
•Short- and long-term effects of offers
•When to use hard vs. soft offers, and why
•How to determine the “value” of an offer to your audience
•Ten key factors to consider when creating an offer
•When to include “freemiums,” premiums and sweepstakes
•How to match your response vehicles to your campaign objectives
•How to determine what to test and how to read offer test results
This seminar is designed for partners with an intermediate level of marketing knowledge and experience. This means you regularly conduct proactive marketing campaigns rather than relying solely on referrals and word-of-mouth for new business. Please attend this seminar to gain more expertise in lead generation campaign planning and execution
Microsoft has some great free training videos for solution providers to help businesses improve on their marketing efforts. I’ve embedded some select ones here, but you can view the entire collection at http://www.msdev.com.
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