All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits

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John Wiley & Sons, Oct 10, 1995 - Business & Economics - 320 pages
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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Contents

A Call to Change
1
The Making of a BrandHostile World
13
Why All Consumers Are Not Created Equal
27
The Changing Nature of Brand Loyalty
49
A New Strategy for Brand Growth
71
The Promotion Paradox
93
The Right Place with the Right Message
119
Involving the Consumer with the Brand
139
Enabling Differential Marketing Through Technology
179
Advertising in the Differential Marketing Plan
195
Sales Promotion and Trade Relations in the Differential Marketing Plan
219
Putting Differential Marketing to Work
241
Making Differential Marketing Pay
259
The Conceptual OnRamp
275
The Challenge to Change
297
Index
309

The Measured Impact of BrandLoyalty Programs
165

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About the author (1995)

Garth Hallberg, Worldwide Director of Differential Marketing at Ogilvy & Mather, is one of the few people in the industry with extensive experience in both media advertising--at J. Walter Thompson--and direct marketing--at Ogilvy Direct. His clients have included such leading marketers as Kraft, Unilever, Seagram, Kimberly-Clark, Sears, and Ford.

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