A direct marketing masterclass, is your online strategy fit for purpose, and taking a long hard look at your business are just some of the sessions announced for the Advantage Conference in Malta from April 26-29. Advantage has also extended an open invitation to all independent travel agents, who are currently not members of a consortium, to attend the conference.

The direct marketing masterclass will address the importance for members of retaining customers in the face of repeat business sitting at around just 20%.

Facilitated by direct marketing experts Martin Chillcott of Radar and Carolyn Hardy, the consortium's direct marketing manager, the session will cover: key lessons learnt from the three direct marketing pilots with members in 2011, how retaining customers is far more cost effective and has a much better response than obtaining new customers and the practical steps members need to take to ensure direct marketing activity achieves maximum impact.

With John Lewis and Marks & Spencer now transacting 30% of their business online, Advantage asks ‘is your online strategy fit for purpose?’

For members seeking clear guidance on what online plan to follow, the session facilitated by online promotions manager, Wendy Missenden, and preferred online business partners, will consider whether a bookable or non-bookable Web presence is the right way to go, how to create a web strategy that most matches a member’s overall business expertise and what role Facebook, Twitter, customers and staff play in improving online customer appeal.

The conference will also ask members: are you making the most of the good ideas around you? Delegates will look at putting into practice the good ideas learnt from Advantage conferences and events. Participants will include members who have been inspired to make changes to their business following a conference experience, those who have changed the way they do things to improve overall efficiency and others who have changed how they communicate with customers to improve overall loyalty.

The Advantage Conference Golf Day will take place on Sunday April 29 from 09:30am at The Royal Malta Golf Club. Places are limited so delegates who are interested are asked to email Emma Smith at emmas@advantagetravelcentres.com

For more information visit www.advantageconference.co.uk

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