A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.
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A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.
From the Back Cover
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.
". . .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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Most Helpful Customer Reviews
8 of 9 people found the following review helpful:
3.0 out of 5 stars
entertaining, true, but no real innovative idea's.,
By A Customer
This review is from: All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits (Hardcover)
Interesting ideas on segmentation of consumers into profit groups (high/low profit) consumers written in an entertaining style. Starting with a clear and accurate description of the current FMCG environment, the book laks real applicable solutions. Basic idea is true, but far from new: one should focus on the small number of people who account for the larger part of your sales. Ofcourse, Pareto knew this already long ago... The fact that the name Ogilvy appears on the covers is their best example of how marketeers should opperate.
7 of 8 people found the following review helpful:
1.0 out of 5 stars
OK for a marketing consult for toothpaste firm in 1980s!,
By A Customer
This review is from: All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits (Hardcover)
The concept is sound applying the 80 / 20 rule to marketing, although a little dated for this century. The author's views only seem to apply to macro level of analysis of fast consumer goods, in particular food products. More complex customer relationships can easily disprove the 80/20 rule e.g. financial service products are not really discussed. There are some good examples on how the authors approach can be proven, but it is not a theory more a point of view. Read, understand and then find better books on how to segment customers correctly.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
(learn more)
First Sentence:
"Is brand loyalty dead?" Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
promoted volume, lapsed buyers, consumer with the brand, loyalty equation, selective television, promotional volume, retained buyers, brand profitability, advertising revolution, heavy buyers, affinity model, grave new world, brand volume, brand buyers, profit segments, current buyers, brand group, profitable volume, promotion spending, marketing spending, profit cycle, communications investment, consistent gains, category buyers, incremental volume Key Phrases - Capitalized Phrases (CAPs): (learn more)
Differential Marketing, Kraft Foods, Profit Opportunity Matrix, Diet Coke, House of Seagram, Miracle Whip, David Ogilvy, Maxwell House, Philip Morris, Taster's Choice, Households Figure, Information Services, Kellogg's Corn Flakes, John Cummings, The Beginning Years, American Express, Measuring Gains, The Glenlivet, Advertising Age, Donnelley Marketing, Information Resources Inc, Marlboro Friday, United States, Brand Opportunity Index, Diet Pepsi New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
"Is brand loyalty dead?" Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
promoted volume, lapsed buyers, consumer with the brand, loyalty equation, selective television, promotional volume, retained buyers, brand profitability, advertising revolution, heavy buyers, affinity model, grave new world, brand volume, brand buyers, profit segments, current buyers, brand group, profitable volume, promotion spending, marketing spending, profit cycle, communications investment, consistent gains, category buyers, incremental volume Key Phrases - Capitalized Phrases (CAPs): (learn more)
Differential Marketing, Kraft Foods, Profit Opportunity Matrix, Diet Coke, House of Seagram, Miracle Whip, David Ogilvy, Maxwell House, Philip Morris, Taster's Choice, Households Figure, Information Services, Kellogg's Corn Flakes, John Cummings, The Beginning Years, American Express, Measuring Gains, The Glenlivet, Advertising Age, Donnelley Marketing, Information Resources Inc, Marlboro Friday, United States, Brand Opportunity Index, Diet Pepsi New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 5
books:
4
books
cite this book:
- Confessions of an Advertising Man by David Ogilvy on page 148, and Back Matter
- The Mirror Makers: A History of American Advertising and Its Creators by Stephen Fox in Back Matter (1), and Back Matter (2)
- The Bottom Line: New Prospects for Teaching and Learning the Double Bass by Rodney Slatford in Back Matter
- Dictionary of the English Language by Samuel Johnson on page 3
- Scientific Advertising by Claude Hopkins on page 130
- Ultimate Guide to Direct Marketing by Al Lautenslager in Back Matter
- How to Use Advertising to Build Strong Brands by John Philip Jones on page 95
- The One to One Fieldbook by Don Peppers on page 81
- Advertising in Tourism and Leisure by Nigel Morgan on page 115
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