Services & Training

Training in

Basic, Intermediate, Advanced Database Marketing & CRM

Dick Shaver has created and conducted Training Seminars in database-driven Direct Marketing since he founded Shaver Direct, Inc in 1980. By 2002, he had trained more than 9,000 marketing and management professionals and in Basic, Intermediate and Advanced 1-to-1 Database Marketing in the USA, Asia, India, Europe and Latin America.

Designed for veterans and beginners, his 4-day Seminar The Next Step in Database-Driven CRM has been wait-listed, worldwide, since the early 1990’s. His Consumer Guided Marketing approach makes database-marketing profit possible in countries that that do not have national or regional Household Databases, like China as well as countries with strict Privacy Laws, like Germany.

An accredited part of New York University’s 1995 Certificate Curriculum in Direct Marketing, this course shows attendees, step-by-step, how to integrate Dick’s unique Database-Loading Research process with the basics of traditional Direct Mail and certain relevant elements of conventional 3^rd-Party Database Marketing based on Inferences in order to create the intensely personal, customer-specific dialogues that set Consumer Guided Marketing apart. Since this new approach, which set multi-billion dollar, multi-year industry records for Early Adopters in the 1990’s, is now the only form of database-driven CRM with the power to solve the crucial Internet problem of customer loss due to Privacy Lash backs and Permission Spam, some refer to Dick’s new approach as “The Ultimate in CRM Permission Marketing”.

In Consumer Markets, Early Adopters in the USA were surprised to find they could quadruple conventional Database Marketing profit levels when they tested Consumer Guided Marketing in order to solve rapidly-growing privacy problems in the early 1990’s. Marion Merrell Dow in pharmaceuticals and MCI in telecommunications both rolled out their tests nationwide to set multi-billion dollar records for customer retention as well as acquisition. (Case histories for both programs are included in Dick Shaver’s book “The Next Step in Database Marketing” published by John Wiley and Sons).

In Business-to-Business markets where privacy has not been a major problem, CGM’s Database-Loading Research has been used to identify key Buying Influences historically missing from available business lists.

In 4 days this 28-hour course, the equivalent of a university semester, shows, in detail, how to:

Completely eliminate Junk Mail and Permission Spam (irrelevant Opt-In e-mail) to reduce conventional Mailing costs by at least 50%;
Drive response rates and sales to record-setting new highs; and,
Replace the traditional ‘promotions to list segments’ of the past with new customer-specific Mailing Dialogues that have maximized customer satisfaction and lifecycle profits.

Taken by more than 4,000 marketing professionals worldwide since 1991, 100% of attendees have said, “I’m changing the way I do my job!” be their job in New York in Hong Kong, Chicago of London, Los Angeles or Mumbai, Phoenix or Sao Paulo, Detroit or Tokyo, Paris or Atlanta, Washington DC or Singapore. Dick’s clientele has included American Express (Asia, Europe, Latin America, USA) Aetna Insurance, Air India, AT&T, Communic-Germany, The DMA, DMB (Direct to Business, Entergy, Fingerhut., GE, General Motors, GNC (General Nutrition Company) HSBC (Hong Kong and Shanghai Bank) IBM, MasterCard, McCann- Erickson, Pfizer Inc, Reader's Digest, The Taj Hotel Group, Unicef & The World Wildlife Fund.

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In Business-to-Business markets where privacy has not been a major problem, CGM’s Database-Loading Research has been used to identify key Buying Influences historically missing from available business lists.

In 4 days this 28-hour course, the equivalent of a university semester, shows, in detail, how to:

Completely eliminate Junk Mail and Permission Spam (irrelevant Opt-In e-mail) to reduce conventional Mailing costs by at least 50%;

Drive response rates and sales to record-setting new highs; and,

Replace the traditional ‘promotions to list segments’ of the past with new customer-specific Mailing Dialogues that have maximized customer satisfaction and lifecycle profits.