The Next Step in Database Marketing: Consumer Guided Marketing - Hardcover

Shaver, Dick

Hardcover

ISBN 10: 0471133590 ISBN 13: 9780471133599

Verlag: John Wiley & Sons Inc, 1996

Inhaltsangabe

A complete hands-on guide to today's hottest new direct marketing techniquesbl11Consumer-Guided Marketing (CGM) promises to forever change the way companies reach their customers. Offering a radical alternative to traditional scattershot direct mail techniques, CGM employs a pre-selection process to target potential customers with a much higher degree of accuracy than ever before possible. Rather than using broad and notoriously unreliable demographic information, such as matching zip codes to income brackets, CGM marketers use highly focused questionnaires to identify individuals who are the most likely to buy and then develop direct mail letters, brochures, envelopes, and other material designed specifically for that group. Consumer-Guided Marketing is a practical resource for marketing managers, marketing analysts, direct mail copywriters and graphic designers. * Satisfies the huge and growing demand for nuts-and-bolts information about today's hottest new direct response marketing technique * Teaches by example with dozens of real-world examples of direct mail packages that work, and those that don't * Written by one of North America's most sought-after direct marketing consultants and trainers DICK SHAVER (Boston, Massachusetts) is a marketing consultant specializing in direct response marketing. Clients who have attended his popular 3-day intensive CGM seminars include Aetna Insurance, American Express, AT&T, Chemical Bank, Digital Equipment, General Motors, and Fingerhut.

Über diesen Titel

Über die Autorin bzw. den Autor

DICK SHAVER has been known internationally as a specialist in strategic planning, training seminars, and creative concept and copy for database marketing since 1975. His client list has ranged from Fortune 500s such as American Express, DEC, General Electric and Hilton International, to cutting-edge database marketers such as Fingerhut and Reader's Digest, to niche players such as Toys to Grow On and the Washington Post, to non-profits such as Unicef and World Wildlife Fund.

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Praise for The Next Step in Database Marketing

"This book should be required reading for every direct marketer!" Karen Quinn, Vice President, Marketing Education and Training American Express

"Something new in relationship marketing. A truly important subject a vital subject treated with force and common sense. Shaver has never pulled his punches and he certainly doesn′t here. Dick gets to the heart of the matter a ′segment of one.′ He′s specific about how this can be done, what it means in dollars and cents and . . . its potential impact on the privacy issue. If nothing else, this book will make you think long and hard about what you′re doing now and why." Richard L. Montesi, President Direct Marketing Educational Foundation

"I′ve read all the books about our business. This one finally provides a real solution to the two biggest problems in our field: invasions of privacy and protection of the environment. That′s why it′s a must for everyone in marketing and sales." Bob Hemmings, Cofounder Smith–Hemmings

"This book will help marketers broaden their focus beyond database segmentation techniques, regression analysis and modeling to . . . the real heart of the matter: What do consumers want, anyway?" Beth Smith, Cofounder, Smith Browning Instructor, DMA′s Basic Institute of Direct Marketing

"After reading this book I recognize it truly is the next step in database marketing for two reasons: not only does it produce unheard of response levels, it also creates an emotional bonding between individuals in the seller′s company and each of their customers." Brent J. Bissell, Senior Vice President and General Manager Colle and McVoy Direct Marketing

The Next Step in Database Marketing

Consumer Guided Marketing(r)

First, there was direct mail. Then came the database marketing revolution. Now comes Consumer Guided Marketing(r) a new kind of marketing that combines the personal approach of direct mail with the processing power of the modern marketing database to create one–to–one marketing that is far more personal, and consequently much more powerful, than any type of marketing that has preceded it. Solving the privacy problem inherent in the use of third–party databases by involving each customer as an equal partner and co–participant from the very beginning of the marketing process itself, Consumer Guided Marketing predetermines whether a potential buyer is actually interested in the seller′s product before the mailing decision is made. The results? Mailing costs drop to all–time lows, response rates rise to all–time highs, and customer loyalty reaches levels never thought possible.

Written by direct mail expert Dick Shaver, this practical resource contains all of the information you need to understand and implement this dynamic new database marketing method. Going beyond the one–shot sell, The Next Step in Database Marketing shows you how to establish and develop an ongoing "Mailing Dialogue" with your customer that maximizes sales both now and in the future. With real–life examples from such well known companies as American Express, General Electric, Marion Merrell Dow, MCI, Reader′s Digest and many others, this book takes you, step by step, through every element involved in creating consumer–specific mail:

• The Envelope: how to optimize opening rates during the daily mailsort by creating expectations based on reader eyeflow, how different people react to various kinds of envelope copy, etc.
• The Letter: how to transform envelope expectations into desire and response using every element that makes up the letter including the salutation, format, length, paragraph structure, signature, and copy style and how to move from general benefits copy to the consumer–specific copy each individual customer cares most about.
• Putting It All Together: advance planning to create your total mailing package, how to move from "promotions to list segments" to a new consumer–specific, personal Mailing Dialogue with each customer to forge longer and more satisfying buyer–seller relationships.

Whether you are a marketing manager, media analyst, or copywriter, you can lead the way to peak response rates and higher lifecycle profits tomorrow by taking The Next Step in Database Marketing today.

Aus dem Klappentext

The Next Step in Database Marketing Consumer Guided Marketing ^® First, there was direct mail. Then came the database marketing revolution. Now comes Consumer Guided Marketing ^® a new kind of marketing that combines the personal approach of direct mail with the processing power of the modern marketing database to create one–to–one marketing that is far more personal, and consequently much more powerful, than any type of marketing that has preceded it. Solving the privacy problem inherent in the use of third–party databases by involving each customer as an equal partner and co–participant from the very beginning of the marketing process itself, Consumer Guided Marketing predetermines whether a potential buyer is actually interested in the seller’s product before the mailing decision is made. The results? Mailing costs drop to all–time lows, response rates rise to all–time highs, and customer loyalty reaches levels never thought possible. Written by direct mail expert Dick Shaver, this practical resource contains all of the information you need to understand and implement this dynamic new database marketing method. Going beyond the one–shot sell, The Next Step in Database Marketing shows you how to establish and develop an ongoing "Mailing Dialogue" with your customer that maximizes sales both now and in the future. With real–life examples from such well known companies as American Express, General Electric, Marion Merrell Dow, MCI, Reader’s Digest and many others, this book takes you, step by step, through every element involved in creating consumer–specific mail:

• The Envelope: how to optimize opening rates during the daily mailsort by creating expectations based on reader eyeflow, how different people react to various kinds of envelope copy, etc.
• The Letter: how to transform envelope expectations into desire and response using every element that makes up the letter including the salutation, format, length, paragraph structure, signature, and copy style and how to move from general benefits copy to the consumer–specific copy each individual customer cares most about.
• Putting It All Together: advance planning to create your total mailing package, how to move from "promotions to list segments" to a new consumer–specific, personal Mailing Dialogue with each customer to forge longer and more satisfying buyer–seller relationships.

Whether you are a marketing manager, media analyst, or copywriter, you can lead the way to peak response rates and higher lifecycle profits tomorrow by taking The Next Step in Database Marketing today.

Details zur Ausgabe

• Verlag: John Wiley & Sons Inc
• Erscheinungsdatum: 1996
• Sprache: Englisch
• ISBN 10: 0471133590
• ISBN 13: 9780471133599
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 482
• Kontakt zum Hersteller: WROX; https://www.wiley.com/en-us; ; 111 River Street; Hoboken; NJ; 7030; USA
• Verantwortliche Person: Nicht verfügbar