Customer Acquisition Masterclass | DMA

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Customer Acquisition Masterclass: 08 May 2024


Develop campaigns that deliver more customers, using all the media opportunities available. From customer analysis, segmentation and profiling, to proposition development. Plan campaigns that deliver on your key objectives. Measure and test your campaigns to improve results.

During this course you will learn:

  • Utilise the key steps in the acquisition planning process
  • Understand your target audience to create relevant and engaging campaigns
  • Create an acquisition budget and forecast response
  • Design a creative and engaging acquisition plan that converts awareness into action
  • Test and measure the effectiveness of your multichannel acquisition strategy

Course Details:

Understanding today's decision-making process for prospects and customers

  • Zero moment of truth (ZMOT)
  • The latest trends in how people and companies buy
  • The impact of technology on the buying and selling process
  • Customer journey planning techniques to optimise the customer recruitment process

Finding and acquiring more of the right customers

  • Market research techniques
  • Market analysis, segmentation, profiling and personas
  • Volume verses value

Setting meaningful objectives

  • SMART objectives
  • Conversion rates through the sales cycle
  • Building key performance indicators

Developing an acquisition strategy

  • Defining key target audiences
  • Determining the value propositions for each audience
  • Communicating through the journey from prospect to customer
  • Predicting response and outcomes

Creating an acquisition communication plan

  • Evaluating and selecting media
  • Strengths and weaknesses of key online and offline media
  • Integrating media to optimise performance
  • Developing the acquisition budget and justifying your plans

Developing your proposition and creative strategy

  • Focusing on customer insight to generate meaningful propositions
  • Adapting your messages through the buying cycle
  • Creative briefing for an engaging campaign that drives action

Analysing and improving campaigns as you go

  • Measuring the effectiveness of your campaigns
  • Applying web analytics to measure campaign effectiveness
  • The role of testing and evaluation

Who should attend?

This course is suitable for anyone involved in marketing communication who wants to develop their specific knowledge of customer acquisition. You should understand the principles of marketing and a basic knowledge of digital marketing would be useful.


David Hearn F IDM, Creative Technology Director Arcstream AV
David Hearn F IDM has been a marketer for 30 years, starting at the Economist, before moving to agency FCB, working for British Airways and The Australian Tourist Commission. He then became co-owner of direct and digital agency AHK, developing successful customer acquisition and retention programmes for, amongst others, Royal Mail, 3M, Canon and Adobe.

David is now working in creative technology for Arcstream AV, delivering interactive marketing solutions for major brands including Ford, GSK, EY and Schroders. Helping bridge digital and face-to-face engagements.

With wide experience in both B2C and B2B markets, he has been sharing his expertise and experience for over 20 years as a trainer and tutor for the IDM. David also lectures at universities and delivers a series of online professional training webinars.

Other Details:

  • Location: Virtual Classroom
  • Member Price: £400
  • Non-member Price: £450

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