- Direct Marketing Is a Strategy, Not a Tactic
- The Consumer, Not the Product, Must Be the Hero
- Communicate with Each Customer or Prospect as an Audience of One
- Answer the Question “Why Should I?”
- Advertising Must Change Behavior, Not Just Attitudes
- The Next Step: Profitable Advertising
- Build the “Brand Experience”
- Create Relationships
- Know and Invest in Each Customer’s Lifetime Value
- “Suspects” Are Not Prospects
- Media Is a Contact Strategy
- Be Accessible to Your Customers
- Encourage Interactive Dialogues
- Learn the Missing “When?”
- Create an Advertising Curriculum That Teaches as it Sells
- Acquire Customers with the Intention to Loyalize Them
- Loyalty Is A Continuity Program
- Your Share of Loyal Customers, Not Your Share of Market Creates Profits
- You Are What You Know
In talking about Lester Wunderman's approach, Malcolm Gladwell said: "All these strategies amount to a marketing system of extraordinary sensitivity....sophisticated ways of listening, of overcoming the problems of distance and distortion which so handicap other forms of persuasion."
I am now at Rosetta, an interactive marketing agency; were Lester to walk in here today he would instantly recognise a company built on and building upon his vision. The platforms may be different, the decisioning more rapid but the absolute focus on more relevant, personal and impactful marketing is the same.
Happy birthday Mr. Wunderman.