Less-Considered But No Less Important:
Campaign Management After the Testing Process

2009 Course Schedule
(DRTV Back-End Management: Where Profits Are Won Or Lost):
February 20, 2009 >>> Miami, FL
December 9, 2009 >>> Santa Monica, CA

In its new course, “DRTV Back-End Management: Where Profits Are Won or Lost”, the Direct Response Academy offers an in-depth look at the elements that make up the elaborate back-of-the-house business of direct response marketing:  finance, infrastructure, media, telemarketing, web integration and product fulfillment. Over two intensive days, this companion course to the Academy’s DRTV Management Boot Camp provides a full spectrum view of how these critical service areas and related vendors connect to form one well-oiled marketing machine.

You and your team need to understand DRTV best practices, maximize ROI and manage your outsourced service providers. DRTV Back-End Management was created to help you focus on the hidden side of campaign management that many marketers never consider before jumping in!

The Right Vendors
There is no “one-size-fits-all”strategy in direct response marketing.  So, it is critical to choose vendors based on the specific marketing model you pursue.  Managing your vendors - not just for the data they report, but also for increasing revenue and maximizing ROI – can be difficult if you don’t understand each vendor’s perspective.  As the course drills down into the nitty-gritty details, participants gain valuable insight on selecting the service providers who will best serve the needs of your DR campaign.

Vendor Accountability
Managing your vendors is crucial.  Building the reports specific to your campaign and understanding critical metrics for each service area will keep you one step ahead instead of two steps behind each vendor.  This can make the difference between increased expenses or additional profits.

The Course
Participants in the DRTV Back End Management course receive individual guidance on how to:

• Identify the critical components necessary to manage each vendor;
• Implement the right model to integrate each service provider’s data into comprehensive executive summaries and detailed reports;
• Accurately judge when each vendor’s performance is excelling or lagging;
• Maximize return-on-investment (ROI);
• Promote brand-building and retail growth; and
• Avoid and overcome common obstacles to direct response TV campaign success.

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