Workshop 1 >> Search Marketing: Advanced Techniques and Strategies

DATE: Monday 17th August 2009
TIME: 8:30am to 1:00pm
VENUE: Sydney Convention & Exhibition Centre
INSTRUCTOR: Tom Van den Berckt, Business Process Engineer, Clicks2customers.com
COST: $395 before 31st July, $495 after 31st July

--------------------------------------------------------------------------------------------------------------

Overview

A comprehensive understanding of search marketing can provide the ultimate competitive advantage in internet retailing. This workshop demystifies advanced search marketing and focuses on workable solutions for leveraging the power of search.

--------------------------------------------------------------------------------------------------------------

Who Should Attend?

Virtually anyone involved in the online retail space who wants to take their search marketing program to the next level.

--------------------------------------------------------------------------------------------------------------

How Will I Benefit?

Attend this workshop and you'll gain invaluable insight into search marketing best practices, natural and paid, as well as a tactical plan based on the latest and most effective search marketing techniques, plus a preview of what lies ahead in search.

--------------------------------------------------------------------------------------------------------------

What Will I Learn?

This highly practical, advanced workshop zeroes in on the do's and don'ts of search marketing with easy-to-follow strategic advice. The course covers:

•    Tracking: if you can't measure it, you can't manage it
•    Pricing tactics to support your market strategy
•    Keyword matching: the pitfalls of careless matching
•    Pay-per-click budgets: understanding and controlling them for maximum ROI
•    Inventory management: making sure you advertise what you sell
•    Inside the black box: the principles of the Google auction
•    Market research: available free tools

--------------------------------------------------------------------------------------------------------------

About the Instructor?

Tom Van den Berckt is Clicks2Customers' most senior search specialist with several years of experience running PPC campaigns for large clients on five different continents. Tom has a background in engineering and holds three Masters' degrees from three different universities. Always wanting to get to the bottom of things he understands search engine marketing like no other and manages to turn complex problems into elegant business solutions. Tom oversees all training at Clicks2Customers and is a part time lecturer at a local business school

Workshop 2 >> A Retailers Essential Guide to Internet Retailing

DATE: Monday 17th August 2009
TIME: 8:30am to 1:00pm
VENUE: Sydney Convention & Exhibition Centre
INSTRUCTOR: Jenny Wilson, Partner, Deloitte
COST: $395 before 31st July, $495 after 31st July

--------------------------------------------------------------------------------------------------------------

Overview

As online retailing begins to mature while still enjoying phenomenal growth, hard lessons have been learnt and a wealth of strategic knowledge exists. This workshop unlocks that vault and delivers participants invaluable, practical tuition on how to enter the market and create a sustainable internet retail business.

--------------------------------------------------------------------------------------------------------------

Who Should Attend?

Small to medium sized brick-and-mortar retailers looking to develop (or improve) an integrated online retailing channel. This workshop is the ideal program to set you up for tackling the crucial stages ahead.

--------------------------------------------------------------------------------------------------------------

What are the Benefits?

From this workshop you'll take away a blueprint for the set-up of an online retail business, with critical strategic advice from experienced practitioners to fast track your growth in this lucrative market.

--------------------------------------------------------------------------------------------------------------

What Will I Learn?

The intensive workshop focuses on the fundamentals of setting up internet retailing, based on successful examples. Following a step-by-step strategic process, the course covers:

•    Where to start? Choosing the right technology, outsourcing, leasing, etc.
•    Building a retail website - choosing the right web company and managing the website ongoing
•    Fulfilment and operations - what are your options?
•    Marketing your retail website - email, search, social?
•    Managing the customer experience
•    ePayments and security

--------------------------------------------------------------------------------------------------------------

A Word from the Instructor

Online retail presents such an opportunity in Australia - but there are some critical steps to work through to get the model right.

The customer experience sits at the heart of sales success - who are the customers that have the greatest propensity to shop online? How do we go about understanding their needs to create a personal and loyal experience? What smarts are required around product and pricing mix to maximise basket size?

But so too does the practicalities of managing a tight operation - what is the right distribution model and is there really a one-size fits all? What are the right performance criteria for making sure we grow profitably?  How do we invest in technology wisely and what new capabilities does the business need to support online activities?  How should the online channel work with existing retail business to maximise growth?

We will explore all of these questions and important factors for a profitable online retail business.

About the Instructor

Jenny Wilson is a partner with Deloitte who leads the Sydney practice of Deloitte's specialist online advisory and implementation practice. Jenny has been with Deloitte for twelve years and has over eight years experience in Business and IT strategy consulting, with five of these years focused specifically on online channel strategy and management. Her particular areas of expertise include:

•    Online channel strategy and planning
•    Channel strategy and effectiveness
•    Business case design and benefits realisation framework
•    Innovation strategy and implementation

Jenny has provided strategic online retail advice as well as online implementation projects to some of Australia's most prominent retail organisations

Workshop 3 >> Advanced Online Marketing Strategies for e-Retailers

DATE: Monday 17th August 2009
TIME: 1:30pm to 6:00pm
VENUE: Sydney Convention & Exhibition Centre
INSTRUCTORS: Peter Noble, CEO, Citrus.com.au
COST: $395 before 31st July, $495 after 31st July

--------------------------------------------------------------------------------------------------------------

Overview

This half-day workshop is designed to provide in-depth strategies, tactics and techniques that retailers can apply immediately to improve their online marketing programs. You'll hear what's available as part of your online marketing toolbox, what works best, and how to measure and optimise performance.

--------------------------------------------------------------------------------------------------------------

Who Should Attend?

The course is intended for intermediate level online marketers and ecommerce professionals. Attendees should possess a reasonable level of online retail/ecommerce experience and have some exposure to the various components of the online marketing mix.

--------------------------------------------------------------------------------------------------------------

How Will I Benefit?

Ultimately participants will leave with a better understanding of how to improve the performance and efficiency of traffic and the website as a merchandising and sales platform. The course will focus on the best practice "art of the possible" and focus on ecommerce using examples and case studies from market leaders. Participants will leave the course with a better understanding of what the key drivers of ecommerce are and how to improve them, what are important KPI's and how they should be measured.

--------------------------------------------------------------------------------------------------------------

What Will I Learn?

EMAIL MARKETING

• Why is email marketing so important for online retailers?
• What are the best practice methodologies for maximizing subscriber numbers?
• Why is segmentation so important, how should it be performed and how granular should it be?
• Why is email deliverability so critical and how to measure and ensure it?
• What is the best way to maximize engagement and conversion with my newsletter campaigns?

SEARCH ENGINE MARKETING & OPTIMISATION

• How should I be measuring my SEO/SEM traffic?
• Why should I differ my SEM/SEO strategy for different product ranges and inventory?
• How is SEM/SEO different for multi category and multi brand retailers versus single brand retailers?
• How can I best combine SEO with SEM within an online retail model?
• What technologies are available to help me get the most out of SEM with an online retail focus?

ANALYTICS

• What makes ecommerce analytics different to other business models such as publishing or content models?
• What are critical ecommerce KPI's?
• Why is single customer view so critical for ecommerce?

MERCHANDISING

• What is the concept of online merchandising and why is it so important?
• What is the best practice when presenting products to the visitor?
• What technologies (such as "searchendising", rich media, A-B/Multivariate testing and personalization) are available to improve the user experience and maximize conversion?

AFFILIATE MARKETING

• Open versus closed affiliate programs. Pro's and Con's
• Managing - what should I be aware of and how should I best manage my affiliate partners?
• Measuring affiliate value - how do determine the real value of my partners
• Why traditional web analytics can sometimes not tell me the whole story

COMPARISON SHOPPING SITES

• Platforms and syndication - what is available for the Australian ecommerce market
• Analysing and measuring the value of shopping traffic - common mistakes and pitfalls
• Catalogue sites - are they valuable partners?
• The future of shopping portals

SOCIAL MEDIA

• What to measure and how to measure it?
• Social Media and my brand - why it matters
• Market voice and reputation management - the real value of Social Media?

--------------------------------------------------------------------------------------------------------------

About Your Instructor

Peter Noble is CEO of Citrus, a digital agency which provides a full suite of interactive services including digital strategy, creative web design and development, user experience, branded eCommerce, relationship marketing, and analytics and optimisation to leading Australian brands including Sportsgirl, Transurban, Borders, CPA Australia, Victoria Racing Club, and Toys R Us.

Peter has more than 15 years experience in sales and marketing, and over the last 10 years has developed specific expertise in the digital marketing arena including email communications, branded eCommerce, website analytics and site optimisation.

Peter has shaped the digital strategy for many leading retailers including Sportsgirl, Sussan, Borders, STA Travel, Witchery, Toys R Us, and Spotlight and his expertise has resulted in numerous industry accolades including an ADMA award for STA Travel, and a global Internet Advertising Campaign Award for Tourism Queensland, and Best Online Retail Site at the 2008 AIMIA Awards for Sportsgirl.

Prior to Citrus, Peter headed up the Trade Services division of Dun & Bradstreet (D&B), managing the Australian/NZ sales team. He was also involved in the development of D&B's online products in the early days of the internet.

Peter has a Bachelor of Business (Marketing) from Monash University. He is a member of ADMA, Australian Marketing Institute (AMI) where he is a Certified Practising Marketer (CPM), and the Entrepreneurs Organisation (EO).

Workshop 4 >> Email Marketing Workshop

DATE: Monday 17th August 2009
TIME: 1:30pm to 6:00pm
VENUE: Sydney Convention & Exhibition Centre
INSTRUCTOR: Austin Brown
COST: $395 before 31st July, $495 after 31st July

--------------------------------------------------------------------------------------------------------------

Overview

As a marketing communications tool, email remains a powerful and efficient channel. Deliverability and achieving cut-through in increasingly cluttered inboxes are the primary challenges facing email marketers. This workshop delivers practical methodologies to tackle those challenges and improve email marketing effectiveness.

--------------------------------------------------------------------------------------------------------------

Who Should Attend?

Anyone with any level of email marketing experience (even nil) will benefit from this course. Whether in-house or agency, if your role includes small or large email campaigns or enewsletters and you're seeking to improve results then this course is for you.

--------------------------------------------------------------------------------------------------------------

What are the Benefits?

From this workshop you'll take away specialized techniques and strategies proven to maximise deliverability and land more relevant messages on target time after time. As the efficiency and effectiveness of each campaign compounds, your online marketing efforts will achieve greater ROI.

--------------------------------------------------------------------------------------------------------------

What Will I Learn?

The intensive workshop concentrates on the critical aspects of email marketing with proven case studies and practical exercises as the foundation. Following the best practice strategic process, the course covers:

PLANNING
•    Setting achievable targets and objectives
•    Analysing options based on customer preferences and profiles
•    Defining relevant segments through data analysis
•    Strategies to improve deliverability
•    Considerations re: privacy and common legalities

IMPROVING CAMPAIGN RESULTS
•    Defining multi-message campaigns
•    Multichannel marketing - integrating email with other channels
•    Embedding targeted calls to action for maximum response

IMPROVING E-NEWSLETTER RESULTS
•    Analysing and understanding the true brand impact of enewsletters
•    Delivering content with relevant offers to increase response
•    Integrating enews and emarketing campaigns
•    Designing better templates to drive greater response

--------------------------------------------------------------------------------------------------------------

About the Instructor

Austin Brown has been a specialist within the email marketing arena since 2000. Currently Austin is the Client Services Director for Experian CheetahMail Australia and New Zealand and is responsible for the support and development of all local CheetahMail clients in the region. As expected, Austin has seen significant changes within this marketing channel, particularly with the sophistication of the emails being delivered. Austin also worked for CheetahMail in the UK with hands on experience of the American market with CheetahMail as well as with Digital Impact (Now Acxiom Digital)
 
Austin has helped build the creditability of email marketing through a number of initiatives. These include being a founding member of the email marketing council for the UK Direct Marketing Association which promotes best practice, legal responsibilities and new ideas for clients and service providers alike. Austin has worked with Clients such as Readers Digest, Le Meridian Hotels, The Good Guys and Borders and has utilised his immense experience to help them leverage the best possible results from email marketing.