- ISBN13: 9780470164938
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
Product Description
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 r… More >>
Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits
Tags: accountability, Brand, business strategy, Combining, Convergence, convergence marketing, direct, direct marketing, leadership, Marketing, practical tools, profits, real time, real world, remainder mark, Unprecedented
#1 by James W. Obermayer on February 20, 2010 - 11:32 am
If you consider yourself a brand manager or a brand creator, you must read Richard Rosen’s book. If you believe yourself to be an expert on direct marketing and shy away from anything that smacks of brand, you must read Rosen’s 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.
Part II: Measuring the intention and Success: Process Tools and Practical Applications
Rosen Velocity Scale, Sales Cycle, Ask and the Offer, Value, Real Time Accounting, the Brand Interaction Accelerator
Part III: Performance and Balance: Case Studies and the Last Word.
For me, Chapter Four is the gold mine, with 31 pages devoted to the Rosen Scale and a perfect step by step example/case study from TaylorMade Golf products. I like the “Ask and the Offer ” Chapter (6), but my results orientation drove me to spend time rereading the “Real Time Accounting” chapter ( 8).
This book will have an impact on both brand and direct practitioners that will last throughout their careers. I recommend buying two copies. One to read and keep and one to immediately give away to someone you have as a client, peer, subordinate or boss, ok so that’s five copie. Once they understand the concept, your life will be easier because now you have allies as you embark on, Convergence Marketing; Combining Brand and Direct for Unprecedented Profits.
Rating: 5 / 5
#2 by Darren Stevens on February 20, 2010 - 12:20 pm
Kudos to Mr. Rosen. This book is a practical, common sense approach to marketing. I’ve used his method and made a fortune for my clients, and myself. Glad to see he’s getting the word out, and just in the nick of time. Today’s economy is killing the old way of marketing and advertising -and this is the way to go.
Rating: 5 / 5
#3 by Pam L. on February 20, 2010 - 2:19 pm
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 accountability with the best of advertising and marketing. It’s straightforward. Well written. And an investment you can count on!
Pam
Rating: 5 / 5
#4 by Kevin Renner on February 20, 2010 - 4:48 pm
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 business like the ones in all your business school case studies. You’re smaller than IBM or Microsoft. You scrape for every marketing dollar you can devote to growing next year’s revenue. You’re among the 99% of companies who can’t brand-spend their way to success.
So what do you need to do to build your company’s brand reputation, and at the same time drive sales leads? You converge your brand and direct marketing efforts. That’s a simple but important idea. And the author has a nice tool for showing you how to do it, called the velocity scale.
Anyone in your company who spends money on direct marketing or advertising should get acquainted with the idea.
Rating: 4 / 5
#5 by J. Scott Turner on February 20, 2010 - 7:36 pm
Richard Rosen’s Book Convergence Marketing really does bring home a true way to measure your success and find the bond between the business school and real life. As many try to read and apply the readings of others into practical application. They sometime fall short or say it can’t be done. If you can’t make this work in your market then, that could be why your market is not working. This thought process and methodology could change your view of business today. Richard provides a foundation to look at things different, you still need to make it work.Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits
Rating: 5 / 5