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Most businesses follow time-honored mass-marketing
rules of pitching their products to the greatest number
of people. But selling more goods to fewer
people is more efficient -- more profitable. Welcome to
The One to One Future -- a radically new business
paradigm of one to one production, marketing, and communication,
outlined in this break-through book by advertising guru
Don Peters and marketing scholar Martha Rogers.
The One to One Future gives the best
description yet of life after mass marketing. A one to one
competitor focuses on share of customer -- one customer
at a time -- rather than just share of market, which is
the holy grail of the mass marketer. Use Peppers and Rogers's
one to one strategies to:
- find the 20 percent -- or 2 percent --
of your own customers and prospects who are the most loyal
and offer the biggest opportunities for future profit;
- collaborate with each customer, one at
a time, just as you now work with individual suppliers
or marketing partners;
- nurture your relationships with each
customer by relying on new, one to one media vehicles
-- not just the mail, but the fax machine, the touch-tone
phone, voice mail, cellular phones, and (eventually) interactive
television;
- reorganize your marketing department
to deal with this new one to one reality
Leading-edge companies such as MCI, Lexus,
Kodak, and Campbell Soup are already beginning to adopt
a one to one perspective. And the strategies outlined
in this book work just as well -- sometimes even better
-- for small companies, from two-person accounting firms
to flower shops to furniture stores.
Don Peppers, the best-known business-development
executive in advertising, now runs his own consulting firm,
marketing 1:1, in Weston, Connecticut. Martha Rogers,
Ph.D., a former advertising executive, is associate professor
of telecommunications at Bowling Green State University
in Ohio.
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