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Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits by Richard G. Rosen

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3
CONVERGENCE

THE BEST OF BRAND + THE BEST OF DIRECT + SALES, POWERED BY FINANCE = SUCCESS

This simple equation is the foundation of convergence. We bring together the best ideas and techniques that connect us to the individual, so that we can communicate with the individual on his or her terms. For over 20 years, I’ve studied, tested, and developed this methodology. It is the fastest way to create brand resonance and build brand loyalty. We have all the tools we need right at our fingertips to reach the individual and build an empathetic relationship.
Today, it is all about respecting the individual. Convergence retains the powerful imagery and messaging of brand advertising while leveraging the motivational techniques of direct marketing, and focusing all of it on the goals set by sales. It is powered by a financial model, using the contribution margin of what the customer is expected to be worth in a set period of time. It is about making money fast; it happens in real time with statistics to guide the way; and it has the advantage of being a process we can repeat over and over again, as well as proving critical path accountability to the CFO. All parties know what should be done and what is a questionable use of precious resources—and they know it immediately, not six months after the fact. In the end, convergence drastically reduces business risk. The political machine is appeased, and the results and respective profits are rewarding for all. Sound too good to be true? ...

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