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Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits Hardcover – February 3, 2009
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From the Inside Flap
Historically, the school of advertising and the school of business dwell in entirely separate worlds. Each serves the other only to the extent necessary, begrudgingly wishing the other would drop off a cliff, much to the dismay of their CEO. Oddly enough, they both want the same thingto deliver the goals set in place by the C-suite. The only way to succeed in today's competitive global market is to bring those two schools together. And fortu-nately, there is finally a common language that allows professionals in advertising and business to fully hear and understand each other, ensuring they move forward together toward that shared goal. Convergence Marketing is that new common language.
Frustrated by the lack of communication between the two schools, Rosen began delving into the complexities of brand marketing and direct marketing in order to create a new kind of marketing that would serve both his analytical business school practicality, as well as his desire to increase client profits. The result is Rosen's Brand-Interaction Marketing & Advertising method, a convergence of branding and direct marketing that combines the best of both to deliver a better set of tools and processes. This new convergence marketing not only respects the needs of the customer, but also offers the accountability, scalability, projectability, and consistency that corporate executives wantall done faster and for less money.
Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's business strategy.
Convergence brings brand and direct together within the same silo. And it offers the necessary tools and processes that deliver results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model . . . and will have your CFO begging you to spend more money.
From the Back Cover
"Convergence is the new order of the day. Richard Rosen sounds a clarion call for those in the C-suite to realize there is a new way to go to market. It's all here in this marvelously insightful look at the new reality."
Stan Rapp, founder of the RAPP agency and author of MaxiMarketing
"Smart clients know that everything they dono matter which department drives itwill impact not just their short-term business performance, but the long-term viability of their brand. This book offers a framework for building a much-needed bridge between the linear and shorter-term side of the corporate marketing brain with the more image-driven, longer-term brand-building process. No brand can survive without both. Great brands thrive by removing the hard edge between them and aligning both sides within one frameworkthe brand itself."
Scott Bedbury, author of A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century, founder of Brandstream, and former marketing executive at Starbucks and Nike
"Finally, a commonsense approach to contemporary marketing and advertising! Convergence Marketing provides a clear, useful, and uncommonly intelligent view of how all forms of communication can work together... because, to the consumer, it is all advertising, regardless of the form. This is a must-read for anyone who needs to understand how to best evaluate all the ways of reaching and moving the consumer."
Jerry I. Reitman, former executive vice president of The Leo Burnett Company and author of Beyond 2000: The Future of Direct Marketing
"Marketing is always about selling something, whether it is selling pure brand image or discounted soap bars. Richard Rosen really gets this, and his Rosen Velocity Scale is one of the best tools I have seen to describe the marketing and sales continuum. In Convergence Marketing, it all comes together, and this is a must-read for all serious marketing professionals."Patrik Riese, Marketing Director, General Motors Nordic
"In this utterly brilliant book, Richard Rosen has found the magic formula. The inventor of convergence marketing and one of the great direct marketing minds has produced the manifesto for a revolution in both practice and policy. ?A must-read to improve the bottom line. Marketing may never look the same again. "
J. Scott Turner, Business Transformation Executive, Ricoh Corporation
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Top Customer Reviews
In our case, the numbers have to do with leads. We know that X leads equal Y engagements by the sales force, and Y engagements yield Z sales based on our historic close ratios. (We get these numbers through web analytics, our CRM, and examining all of our lead sources.)
But how do the integrated marketing campaigns we run perform? Which components of the marketing mix perform better? I.e., what's their ROI?
Here's a book that not only shows you the numbers, it shows you how to get to them: the "velocity" scale that tells you whether an ad is going to promote the brand and/or generate leads or help you clear out your inventory with a bake sale; the brand-interaction worksheet that will show you how to calculate the ROI of individual components of your marketing mix; and the customer dialogue strategy that will help you figure out how to communicate with your prospects based on where they are in their BUYING cycles rather than your SALES cycle. You'll also learn how to turn the "A" leads over to sales, while you cultivate the "B" leads, and chuck the "C" leads -- in fact, your profitability lies in all those "B" leads who will adhere to James Obermayer's Law of 45. (i.e., within a year, 45% of all prospects who raise their hands will buy something that addresses their need -- whether or not they buy it from you.Read more ›
It's just not realistic for the real world. Hurray for theory but the idea of convergence marketing is just too old for today's fast-moving environment.
Don't bother buying this book.
Convergence marketing respects branding with all of it's goals and then makes a case for deliberately using and integrating direct marketing's aggressive tactics into brand tactics to create sales. By introducing his Rosen Velocity Scale he inserts into language and lexicon a thinking process that the neophyte and the most sophisticated marketer can grasp and instantly use.
While Richard has used this as his approach to brand and direct, until I read his work and actively used it with clients in attempting to separate branding and direct marketing, I didn't understand the power of the Rosen Velocity Scale. For instance, in my own client discussions I would ask them, "How aggressive do you want to be?" I contended they could use traditional print media while using direct methods to create stronger and more measureable responses. I talked about it and diddled in with it, but he has actively proven how do it so it works.
It was while meeting with a client that I decided to venture into explaining the Rosen Velocity Scale and how to grade promotions from V1 to V10 (pure brand to pure direct). The client immediately grasped the concept and said, we need to be in the V6-V8 range.
Before I give too much away, there are three parts to the work:
Part I: Convergence of Brand and Direct: The Setup, why it's needed.Read more ›
Most Recent Customer Reviews
This is a book right for the times. Economic pressures are driving the need for profitable growth. And Rosen's book creates an easy to use roadmap that marries the best of... Read morePublished on February 8, 2009 by Pam L.
This is a nifty book and an entertaining, easy read. There's an important idea in there for marketers and those executives who manage them: That is, you probably don't run a... Read morePublished on February 8, 2009 by Kevin Renner