This intensive workshop will show you exactly how to improve the response of your next direct marketing program. Short on theory, long on real world examples, this workshop gives you specific ideas and techniques you can put to use right away. You'll learn what's really working in direct marketing today, what isn't working, and why. You are also invited to bring your own work for critique and review.

Part I: The New Direct Marketing Strategy

This part of the workshop addresses the enormous changes in direct marketing in the past few years, and how to use them to your advantage. It also includes mistakes to avoid and the new "best practices."

• Three ways to add value to your direct marketing program
• How to develop trigger-based, event driven marketing programs
• How to make different media work together for maximum response