The Challenge
Train Singapore Airlines sales and marketing staff to run tactical in-market direct marketing campaigns using a new customer databse, MARMS.
The Idea
DIRECT SIA - a 9-step programme that takes people through the entire process of planning, executing and evaluating a direct marketing campaign.
A comprehensive 9-step manual is provided to all delegates who take part in a series of 3-day workshops that bring together sales and marketing staff from all Singapore Airlines stations worldwide.
DIRECT SIA is a straightforward process that enables Singapore Airlines staff to use the new MARMS customers database to run tactical in-market campaigns.
Each DIRECT SIA module includes practical case studies to reinforce the subject matter.
On the final day of each workshop, delegates split into breakout groups so they can apply the DIRECT SIA procees to develop a tactical campaign and present back to the group.
