All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits
All Consumers Are Not Created Equal
". . .This book. . .will open your eyes to a new marketing concept which may turn out to be of major importance."--David Ogilvy
All consumers are NOT created equal. Some are vastly more profitable than others, and the marketers who succeed in an increasingly brand-hostile and technology-driven environment will be those who know how to capitalize on the difference.
Differential Marketing is a revolutionary new approach that separates the golden eggs from the goose eggs. It uses cutting-edge but practical technology and practices to build old-fashioned brand loyalty--and old-fashioned profits--by communicating more directly and persuasively with the brand's most valuable customers. And it does so across all disciplines--advertising, sales promotion, and direct marketing.
Developed at one of the world's leading marketing communications agencies, Ogilvy & Mather, and proven in the marketplace by clients like Kraft, Unilever, Kimberly-Clark, and Seagram, this breakthrough approach to building stronger brands turns conventional marketing wisdom inside out:
True or False? Most of the profits of many brands--even big brands--come from less than ten percent of all households.
True or False? A brand's most valuable customers give more of their business to the competition than they do to the brand.
True or False? The overwhelming majority of brand volume comes from consumers who don't count or don't care.
All are true. And what they add up to is the need for a radical alternative to current mass market communication methods. Differential Marketing is an overarching concept that combines the power of consumer databases, integrated marketing, and one-to-one relationship building to produce double-digit sales increases from high-profit customers.
In All Consumers Are Not Created Equal, author Garth Hallberg provides the inside perspective on what makes Differential Marketing so effective. Best of all, he not only serves up a powerful new vision, but also offers practical advice about how to put it to work to build a healthier, more profitable brand.
In the iconoclastic tradition of David Ogilvy, a radical alternative to current mass market communications
Finally, a new approach to building brand loyalty that gives marketers a competitive edge in today's high-tech, high-stakes, brand-hostile environment. Developed at one of the world's leading marketing communications agencies, and proven in the marketplace by clients including Kraft, Unilever, Kimberly-Clark, and Seagram, Differential Marketing combines the power of consumer databases, integrated marketing, and one-to-one relationship building to produce double-digit sales increases from high-profit customers.
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A Call to Change
The Making of a BrandHostile World
Why All Consumers Are Not Created Equal
The Changing Nature of Brand Loyalty
A New Strategy for Brand Growth
The Promotion Paradox
The Right Place with the Right Message
Involving the Consumer with the Brand
Enabling Differential Marketing Through Technology
Advertising in the Differential Marketing Plan
Sales Promotion and Trade Relations in the Differential Marketing Plan
Putting Differential Marketing to Work
Making Differential Marketing Pay
The Conceptual OnRamp
The Challenge to Change
The Measured Impact of BrandLoyalty Programs
Other editions - View all
50 percent affinity model average brand buyers brand equity Brand Loyalty Equation brand volume brand-hostile brand-loyalty program budget build brand buy the brand category volume Chapter churn Closeup consumer promotion coupons current buyers database decline DFM plan Differential Marketing direct mail dollars Figure franchise gains heavy category buyers High Medium Low high-profit consumers high-profit households high-profit segment impact increase incremental infomercials Information Resources Inc involvement kind Kraft Foods lapsed buyers low-profit loyal loyalty program loyalty-building magazine margin marketer's Medium Low No-Profit million Miracle Whip no-profit segment Ogilvy & Mather packaged packaged-goods brands percentage Procter & Gamble Profit Cycle Profit Matrix profit segment promoted volume promotional spending purchase redemption rate retailers retained buyers sales promotion selective binding selling share of customer strategy sumers superhighway target audience television tion trade promotion traditional volume and profit yogurt Yoplait YopleX Ziploc