Convergence Marketing : Combining Brand and Direct Marketing for Unprecedented Profits

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 overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better 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.

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 thing—to 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 want—all 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.

Wiley CONVERGENCE MARKETING: Combining Brand and Direct for Unprecedented Profits 9 Contents 13 Introduction 15 Part I: Convergence of Brand and Direct 21 Chapter 1: Why Convergence Marketing? 23 Early Crossroads: When Two Paths Converged 25 The Traditional Model versus Building Brand and Demand 27 The Traditional Model of Classic Advertising 29 The Business Reason for Change 30 The End of the Traditional Model: A Fond Farewell 34 Chapter 2: Getting to Convergence 37 The Fine Art of Balancing Brand and Direct 38 Chapter 3: Convergence 43 The Best of Brand + the Best of Direct + Sales, Powered by Finance = Success 43 Getting Started with Convergence 50 Meet the Primary Drivers 56 Part II: Measuring the Intention and Success: Process Tools and Practical Applications 59 Chapter 4: Accelerate and Drive 61 The Visual Manifestation of the Goal 62 Sure, but Will It fly? Criteria for the Rosen Velocity Scale 65 Where Are You on the Velocity Scale? 85 Testing the Velocity Scale with the Big Kids at General Motors 87 Real-Time Accountability and the Killer App 89 Chapter 5: Sales Cycle and Customer Dialogue 91 How Do We Decide What to Buy? 92 Try This at Home 101 The Sales Cycle and How It Drives Dialogue Strategy 103 Going Full Circle 111 Chapter 6: The Ask and the Offer 113 More Meaningful Headlines 113 Behavioral Change Agents: The Offer 115 Transforming Thought 119 Practical Applications 123 Chapter 7: Expected Value of the Individual 131 Why Working with Finance Changes Everything 136 Differential Accounting 139 Chapter 8: Real-Time Accounting 145 Winning Big with Michael Dell 146 Convergence: The Da Vinci Code of Advertising 150 The Worksheet: Transforming the Way You See Marketing and Advertising 155 Chapter 9: The Brand-Interaction AcceleratorTM 161 Brand-Interaction Media 163 What Happens When We Put It All Together 168 Part III: Performance and Balance 171 Chapter 10: Zen and the Art of... The Motorcycle Story 173 We Can Fly 174 Chapter 11: A Few More Case Studies 175 Tango 175 Frontera: Dogs and Ice Cream 186 Chapter 12: The Last Word 191 Seeing the Results 193 Running to the Next Media 197 Index 199 ISBN-13:,9780470164938 This work presents a marketing methodology for dramatically increasing demand. In today's world, customers get to decide how and when marketers can reach them. Marketers must understand consumers and engage them early in an empathetic dialogue with respect to their specific concerns