The Next Step in Database Marketing: Consumer Guided Marketing: Privacy for Your Customers, Record Profits for You

By Dick Shaver

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 seg

• Format: Hardcover
• Language: English
• ISBN: 0471133590
• ISBN13: 9780471133599
• Release Date: September 1996
• Publisher: WILEY
• Length: 482 Pages
• Weight: 1.96 lbs.
• Dimensions: 9.4" x 1.5" x 7.7"

Customer Reviews

Good examples

The book has many examples. Very practical. I wish there were more case studies.

Excellent Book !!! Full of tips for Direct Marketing.

Dick presents a very detailed view of his own experience making successful campaigns, making sure that customer information is never overused. Instead of making regression analysis using neural networks, he just asks the information to his clients, because a fact that you already know always will be better than the information you infer.Very useful if you are working in United States, but is not as much useful here in Peru were I live, because the patterns on reading letters are different. I recommend it very much.

Sure Increase in marketing power, consumer privacy assured

Mr. Shaver uses over a dozen powerful examples of proper database marketing with privacy assured for consumers being marketed to. Three primary cases produced record profits for MCI, MMD, and others while assuring consumer relevance. If more direct marketers read this, and employ its' practices, we will cut down on marketing NOISE, increase more of what each customer wants, and save wasted trees in the process. A MUST READ for anyone marketing things to humans. Practical application guidelines include creative parameters; how each communication should look and what should be said and not said. Much more than a statement of philosophy...a real how-to book that can begin to be used immediately. (If you're really serious about getting rid of the Junk-mail problem).