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Seminars
Alan Rosenspan leads a number of highly-interactive seminars
on direct mail, creative strategy and creativity. These have been
sponsored by the Direct Marketing Association, NEDMA,
New Zealand Post and other organizations.
Each of these seminars is also available on-site to individual
organizations. This offers them the opportunity to participate in
a team-building, motivational seminar that focuses on their specific
work, their issues and opportunities.
Please contact us for an agenda and
outline.
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Improve Your Direct Mail in One Day
This is a one-day seminar that has dozens of real-life practical suggestions,
techniques and ideas that you can put to use right away. It includes:
The Elements of Strategy; The How and Why of Testing; How to Develop Winning
Offers; The Direct Mail Workshop and 101 Ways to Improve Response. It
is a highly interactive workshop with case-histories and creativity tests.
The Creative Strategy Seminar
This two-day seminar is sponsored and endorsed by the Direct Marketing
Association in New York and is given nationally. It includes everything
you need to develop more powerful, more successful creative strategies,
including choice of medium, offers, list selection and creative.
Consistently one of the best-attended and highest rated seminars offered
by the DMA — it also includes modules on Internet and e-Mail Marketing,
plus how to market in a down economy.
B2B and Beyond
This is a one-day seminar specifically for business-to-business marketers,
and includes: The 10 Commandments of B2B; The Psychology of the B2B Customer;
How to Get Better Creative; Internet and e-Mail Marketing; Turning Leads
into Sales; and Developing a Successful B2B Strategy. We also have a version
of this seminar customized for high-technology customers.
Advanced Strategy
This is a seminar that goes beyond the basics, and can be an ideal follow-up
to "Improve Your Direct Mail in One Day" and "B2B and Beyond."
It includes the Strategic Methodology – 10 steps to building more
effective strategies; and 15 Proven Strategies to Increase Response (and
when to use them.) This seminar is available as a full-day or half-day
workshop.
The Creativity Workshop.
This is a team-building seminar focused on creativity in business. It
offers participants proven ways, tools and ideas to apply creativity to
marketing and selling. This is a highly-interactive seminar that includes
several creativity exercises and group activities. It is available in
both a half-day or full-day format, and can be customized to your organization
or industry.
Companies who have brought us in for a customized seminar include: AIG,
Capital One, Go Ahead Vacations, IBM, Kronos, Navy Federal, PeopleSoft,
Scholastic Books, Speechworks, Sybase, The Wall Street Journal, Working
Assets, and other organizations.
Please click on testimonials to see how
participants have rated these seminars.
Speeches
Alan Rosenspan has also been a keynote speaker at dozens of conferences
around the world. Here is a partial listing of available speeches, which
can be customized to your needs.
"The E-volution of Direct Marketing" (Survival
of the Fittest)
This is a 60-minute presentation that explores the challenges of e-marketing
and shows you how to take advantage of interactive communications. It
also starts with a fun exercise — "Who wants to be an e-millionaire?"
I have done this at the e-Commerce Direct Symposium in London, and versions
of it in Iceland and Ireland.
Thinking Like a Direct Marketer.
This is a 60 minute presentation based on the articles I've been writing
for Direct Marketing and Focus magazine in New Zealand. This shows you
how to think strategically and creatively about your direct marketing
program; how to identify segmenting opportunities; how to evaluate creative,
and other ways to think like a direct marketer. It also discusses the
Psychology of Persuasion and includes trigger features, agents of influence,
and psychological appeals.
How to be Insanely Creative.
This is a fun, high-impact presentation that examines what we've learned
about creativity and how to apply it to many situations — not just
direct marketing. It is a very innovative and interactive presentation
that works best with groups of 100 or fewer people. I have given this
in Canada and in the U.S.
101 Ways to Improve Response.
This is a presentation that shows you how to beat your control. It is
based on my list, which has been published in three direct marketing magazines
and is now up on two websites. The presentation also has a lot of samples,
techniques and ideas your audience can use in their own direct marketing
programs. I have given this in New Zealand, Toronto and across the U.S.
The Six Blind Men and The Elephant.
This is a 60 minute presentation that is written up in Direct Marketing
magazine. It discusses the important of having not just a big idea, but
the right big idea. I call it The Strategic Creative Imperative; it includes
several interesting case-histories of successful campaigns — and
some failures. I have given this in Belgium and in the U.S.
The Death of Direct Mail.
This is 45-60 minute presentation based on a provocative chapter I wrote
for a book called "Direct Marketing in the Next Century." It discusses
all the growing pressures on direct mail, environmental, governmental,
privacy issues, as well as the competitive pressure of new media such
as interactive television and computers, and what we can expect in the
future. It also addresses how we will need to adapt and change, in order
to compete in this difficult new environment. I have done this presentation
in Switzerland, Holland, Australia and Finland.
The Care and Feeding of Creative
This is a 60-minute presentation that will show you the power of a big
idea, and how to recognize one. You'll learn how to get the best creative
work, even if you only have a very small budget. You'll discover how to
motivate creative people to love their work and do their best. And you'll
find out how to reward creative people — without spending any money
at all. I have done this presentation all over the United States, Australia,
South Africa, Holland and Belgium.
How to Win Back 10 Million Customers (One at
a Time)
This is a 60 minute presentation on loyalty, rewards programs and retention.
It also focuses on my six years of running the AT&T campaign to "win customers
back" to AT&T. This has been the single most successful direct marketing
campaign in the U.S. We tested hundreds of packages, offers, ways of reaching
the customer. We came up with the most powerful offer in the world (a
real check). And we won back over 10 million customers. I have done this
presentation in the U.S., as well as New Zealand.
Direct Marketing on a Shoestring.
This is a 90-minute presentation based on my "DM on a Shoestring" Award
Show (now in it's 7th year in New England). It showcases the most innovative
winners, and describes the "Shoestring Thinking" mentality — or how
to squeeze the most value out of every advertising dollar. I have done
this presentation all over the U.S., as well as Australia, France, Holland
and New Zealand.
Creativity for the Rest of Us.
Despite what you may think — you are a creative person — but
it's not your fault. You were born that way. This presentation shows you
how to tap into the hidden creative capabilities that we all have, and
use them in direct marketing. It examines how and why creative thinking
is different, and has nothing to do with the ability to draw or write.
It also shows you how to apply creative thinking to everything from media
selection to choosing an offer. I have given this presentation in several
countries.
© 2007 Alan Rosenspan & Associates
281 Needham Street
Newton, MA 02464
Phone: 617-559-0999
e-mail: ARosenspan@aol.com
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