Auction Ends: Oct 17, 2006 09:00 PM EDT

Training at Your Site

How to Get More Out of Your Agency or Creative Department: In House Seminar at Your Location!

Item Number: 019B

Estimated Value: 16000 USD
Opening Bid: 5000 USD

Item Description

Whether you work with an outside agency or an in-house creative group, the consistent challenge you face is getting what you want, what you need, and recognizing it when you see it.

This seminar will help guide you to better response rates, successful acquisition and improved retention.

In one information-packed day you'll walk away with skills and new insights to manage, lead, direct, evaluate and judge campaigns and creative work. And you'll work with some new tools to help you get there.

You'll learn how certain offers work better in different situations and against different target audiences. You'll find out how become a better judge of creative, what to test and why, and how to avoid the common pitfalls of faulty testing. Plus, we'll walk through an anatomy of the direct mail package so you fully understand the role every element plays and how to use them better.

This session relies on proven techniques, case histories and examples of the good, the bad and the ugly. You'll learn how to avoid the mistakes others have made then you'll have a chance to apply what you've learned.

This is a hands-on course. You'll work on an in-class assignment to put all the knowledge and new tools to work on a challenging direct marketing case.

Come prepared---this session is fast paced, provocative, insightful, challenging and interactive.

Ashleigh Sawdon

Learn from a pro who has been on both sides of the direct marketing fence. Ashleigh Sawdon has spent over two decades on both the agency and client sides of direct marketing.

Ashleigh has directed teams and programs for leading direct marketers at Epsilon, Foote Cone and Belding Direct, and Leo Burnett.

She cut her direct marketing teeth at Epsilon, one of the first and most successful database marketing firms, boasting an impressive array of clients who pioneered many of the successful database-driven programs that have become staples for so many companies today.

As Vice President/Account Director at Leo Burnett USA, she was one of three senior professionals originally brought in to develop Burnett's well-regarded move to Integrated Marketing- --strategically integrating advertising with direct and database marketing. Her teams broke new ground with integrated marketing programs for clients in the packaged goods, manufacturing, financial, automotive and travel fields.

Her client experience spans both B2B as well as consumer accounts, including: Heinz, Hallmark, Hewlett Packard, Kraft General Foods, Maytag, Miller Beer, Nintendo, Procter and Gamble, Samsonite, and United Distillers, Citicorp Diners Club, American Express, United Airlines, Dell Books, The US Army, Texas Instruments, Boots Pharmaceuticals, The San Diego Zoo, IBM, and a host of non-profit and fund raising organizations.

A lively seminar leader, Ashleigh has developed and delivers custom sessions on a wide array of topics. She has literally traveled the globe with her seminar work, delivering seminars and workshops in Asia, Eastern and Western Europe, Canada, Mexico, and Russia as well as the U.S. Ashleigh is on the faculty of The Direct Marketing Association and teaches both their Basics course as well as The Direct Marketing Institute across the U.S.

Nonmember Retail Value: $16,000
DMA Member Value: $13,000