OPT-IN MARKETING - Hardcover

Roman, Ernan; Hornstein, Scott

Hardcover

ISBN 10: 007143528X ISBN 13: 9780071435284

Publisher: McGraw-Hill Education, 2004

Synopsis

From junk mail blockers to do-not-call lists, potential buyers today are more interested in "opting out" than listening to marketers' messages. "Opt-In Marketing" offers a prescriptive plan for reversing this dangerous trend. This hard-hitting book is based on a program that increased sales at IBM by 80 percent in one year and features sidebars from industry luminaries and examples from Fortune 500 firms. It outlines a 10-point blueprint for rethinking customer care and is the perfect guide for marketers looking to once again be seen as partners instead of predators.

About this title

About the Authors

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

From the Back Cover

7 proven steps for getting customers to "opt-in" to your marketing

CAN-SPAM and Do Not Call legislation, coupled with declining marketing response rates, are leading customers and prospects to opt out of unsolicited and untargeted communications at alarming rates. As a marketer, it's time for you to act!

Opt-In Marketing introduces the Consensual MarketingSM Opt-In Process (CMO), one of the most powerful methodologies ever developed for engaging your customers in unprecedented levels of dialogue and information sharing. CMO will enable your marketing efforts to provide powerful, timely, and relevant messages as defined by the customer!

Results are astonishing:

"HP has seen marketing waste cut by 50% or more. Moreover, program results have improved by 3 times or more. In very controlled programs response rates have been 30%!"
'
Garry Dawson,

Manager, Marketing Communications Strategy, Hewlett-Packard

"Customers spend more time filtering and editing out messages than they do responding to them. Consensual Marketing is the only answer. It gives the participant the power to create their own speed and rhythm of dialogue and gives them value for every move they make."
'
David Sable
Vice Chairman and President Worldwide Operations, Wunderman

Opt-in Marketing will show you how to transform your marketing program from a one-way push model to an interactive dialogue one that acts upon your customers' individual preferences, provides value as your customer defines it, and dramatically increases the ROI and revenue of your marketing efforts.

Opt-In Marketing shows you step-by-step how to engage your customers in an unprecedented exchange of information and value. Companies who have implemented this powerful Consensual MarketingSM Opt-In Process have achieved:

-Double digit response rates
-Minimum 15% reduction in marketing waste
-Minimum 21% increase in sales
-Minimum 15% increase in customer satisfaction
-100% increase in field follow-up to leads

In this classic how-to book, direct marketing pioneer Ernan Roman and senior partner Scott Hornstein introduce the groundbreaking, seven-step Consensual Marketing Opt-In (CMO) Process. This methodology arms you with the ability to transform your marketing program from a one-way push model to an interactive dialogue learning who is responsible for specific decisions, discovering how to reach them directly, and only then determining what information they need (along with how and when they need it). You replace interruptive, unsolicited customer communications with messages your customers have actively solicited, and from which they have learned to expect value.

The seven-step process in Opt-In Marketing will show you how to significantly increase the effectiveness of every aspect of your marketing process as you:

Step 1 - Focus on the customer relationship and increase your profitability now and over time

Step 2 - Implement Voice of Customer Research to learn your customers' messaging and communication needs and preferences

Step 3 - Integrate media and message with precision and relevance

Step 4 - Get real about e-marketing by maximizing your customers' Internet experience

Step 5 - Establish customer care as an essential competitive differentiator

Step 6 - Use market-proven metrics to drive continuous improvement at each level

Step 7 - Implement CMO using two valuable, easy-to-follow checklists

IBM, AT&T, Hewlett-Packard, Golden Rule Insurance, and others have used CMO to achieve remarkable real-world results. Now the detailed case studies in Opt-In Marketing will help you learn from these companies' successes, and establish long-lasting and profitable relationships with each of your valued customers.

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 2004
• Language: English
• ISBN 10: 007143528X
• ISBN 13: 9780071435284
• Binding: Hardcover
• Number of pages: 312