Marketing ROI Boot Camp: Richmond, VA

6624 West Broad Street
Richmond , VA 23230
12/1/2010 8:00 AM - 12/2/2010 12:00 PM

Details Schedule Registration Travel Exhibitors

Overview
This one and a half day course will take you through the basic concepts for measurements, ROI analyses, and campaign decision support to improve marketing performance. Marketing managers will learn how to use marketing ROI calculations to shape campaign plans and assess campaign results for key marketing programs such as direct marketing, lead generation, retail marketing, online marketing, events and trade shows.

This entry level course takes a practical approach to getting more insights from methodologies such as tracking, pre-post analyses, and market testing. The Marketing ROI Boot Camp will outline the steps involved for applying measurement techniques from setting measurement objectives and capturing necessary data to calculating marketing impact and using the results to make changes necessary for better performance. Marketing ROI will be covered from the perspective of running basic calculations to generate a financial analysis of marketing’s contribution relative to the campaign expense.

Through interactive presentations and compelling discussions, participants will explore the most commonly used tactics to connect the lessons to real examples. Participants will learn;

-           how to improve targeting and segmentation
-           how to map and use the customer funnel to assess
            marketing
           touchpoints leading up to sales conversion
-           how to account for customer lifetime value.

Who Should Attend
The course is best suited for mid level marketing managers in medium to large companies with a basic working knowledge of marketing concepts and measurements.

Learning Objectives

- Assess the incremental impact of common marketing
tactics

- Use basic ROI tools and techniques to determine the
financial contribution of campaigns

-           Improve marketing performance and profitability with
           ROI scenario planning and measurement of campaign
           effectiveness

- Map funnel stages in the marketing and sales cycle to
improve targeting, lead quality, and integration

- Understand how to address key challenges and internal
barriers

- Improve tracking and measurement capabilities for
better, more reliable results

- Prepare clear campaign reports to communicate results
on key metrics

- Develop a roadmap for implementing a marketing ROI
infrastructure

- Recognize and avoid common mistakes

About the Instructor
Jim Lenskold

DAY 1
8:00 a.m. – 5:00 p.m.
Continental Breakfast, Lunch and Breaks Provided

· Introductions

o Challenges

· Marketing ROI Overview

o What can marketing ROI and measurement achieve?

o What is required to manage marketing profitability?

o Basic concepts for measurements

o ROI analyses

o Campaign decision support

· Apply ROI Analyses to Guide Decisions

o Review inputs, formulas and fixed/corporate driven data points

o Use marketing ROI calculations

o Shape campaign plans

o Basic offer use for acquisition marketing

· Basic Measurements

o Tracking Measurements

o Pre/Post Analysis

o Market Testing

o Assess campaign results for key marketing programs

· Apply Measurement Techniques

o Setting goals and measurement objectives

o Capturing and standardizing data

o Using results for better performance

o Greatest areas for ROI improvements

· Funnel Mapping

o Funnel leakage

o Nurturing stalled leads

DAY 2
8:00 a.m. – Noon
Continental Breakfast and Break provided

· ROI & Measurements for Key Tactics

o Direct marketing

o Events & trade shows

o Online marketing

o Retail and Trade Promotion Marketing

· Lead Generation Marketing

o Measuring funnel performance

o Aligning with sales

· Short-term Brand Ad Lift

· Action Steps for Implementation

o Changing the culture

o Recognize and avoid common mistakes

o Marketing ROI roadmap

o Prioritizing action steps

Hotel Air Travel Rental Car Ground Transportation

Boot Camp Hotel Information
Ramada Plaza Richmond West Hotel
6624 West Broad Street
Richmond, VA 23230
Phone: 1 804.285.2000
Fax: 1 804.288.3961
Hotel Website: http://www.ramadaplazarichmondwest.com/

Welcome to Ramada Plaza Richmond West Hotel, where the atmosphere is open, relaxed and accommodating. Familiarity abounds, from the comfortable guest rooms and spacious common areas, to the friendly staff. This is one Richmond hotel that is all about warm welcomes!
Located in a serene landscaped setting near Richmond's fashionable West End, the hotel is just minutes from all that Richmond has to offer. Just outside the front door, you'll find Richmond's largest corporate headquarters, as well as a myriad of attractions and cultural activities like museums, theaters, and dining. The Richmond hotel is also conveniently located to premier shopping destinations like Short Pump Town Center and Regency Square Mall.

Rates: $79.00 single/double occupancy (plus applicable taxes, currently 13%, subject to change without notice)
Internet access is included in the room rate.

Please call 1 888.272.6232 & reference the American Marketing Association to make reservations. Rates are based on availability.

The cut-off date for reservations is November 2, 2010. After November 2, 2010, reservations will be accepted based on availability and at the prevailing rate. Reservations must be accompanied by a first night room & tax deposit. The deposit is refundable if cancellation notice is received at least 72 hours prior to arrival.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Area Attractions, Events & Tourism
Please visit http://www.visitrichmondva.com/ for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Conference Attire
Conference attire is business casual. Meeting rooms may be cool so you may wish to bring a sweater.

Cancellation Policy
Cancellations received prior to 4 weeks of the event will receive a refund of fees minus $75 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $150. There will be no cancellations on or after the start date of the training.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you. Please contact 800/331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number: D098599.

Directions
From North
Take I-95 South to Interstate 64 West - Exit 79, Do not take the interstate 296 bypass. Take the Broad Street East Exit - Exit 183B, turn left at the first traffic light into the Brookfield Complex.

From South
Take I-95 North to I-64 West - Exit 79, Do not take the interstate 295 bypass. Continue to the Broad Street East Exit - Exit 183B, turn left at the first traffic light into the Brookfield Complex.

From East
Take I-64 West to I-95 North, proceed to the Charlottesville I-64 - Exit 79. Continue to the Broad Street East Exit - Exit 183B, turn left at the first traffic light into the Brookfield Complex.

From West
Follow I-64 East Take the Broad Street East Exit - Exit 183B, turn left at the first traffic light into the Brookfield Complex.

From Byrd Field/Richmond International Airport (RIC)
Approx. 17 miles
Take I-64 West to I-95 North, proceed to the Charlottesville I-64 - Exit 79. Continue to the Broad Street East Exit - Exit 183B, turn left at the first traffic light into the Brookfield Complex.

Transportation
A taxi from the Byrd Field/Richmond International Airport is approximately $35.00-$40.00 one-way.

Groome Transportation provides airport shuttle service to & from the Byrd Field/Richmond International Airport. Fares are approx. $33.75 one-way (subject to change without notice). Please contact Groome Transportation for more information at 1 804.222.7222 or 1 800.552.7911 or visit http://www.groometransportation.com.

Parking
Complimentary parking is available at the Ramada Plaza Richmond West Hotel.

There are no exhibits with this event.