Nuts & Bolts - Book Club: Turning Relationships Into Results
According to a study by Ball State University, U.S. consumers are exposed to a daily average of nine hours of media—are your direct marketing messages being lost in the crush? Or are your brand and products first and foremost in the minds of your customers?
Hailed as a "breakthrough guidebook for modern direct marketing," "Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Marketing" by Abaetê de Azevedo, CEO of Rapp Collins Brazil and Latin America, and Ricardo Pomeranz, global chief digital officer of Rapp Collins Worldwide, offers readers an inside look into the successful world of their direct marketing agency and the art of relationship marketing.
"Relationship marketing is a solution to the problem of how to use new forms of communication and marketing in a new phase of social development," Azevedo and Pomeranz state. "As an innovative solution, [relationship marketing] demands a vision that challenges traditional mass-marketing concepts to achieve tangible results."
The gem of "Customer Obsession" is the chapter exploring 10 case studies in which successful relationship marketing was used by a variety of product and service companies in the consumer and B-to-B markets. Geographically spanning North America, Europe and Latin America, the case studies are based on Rapp Collins agencies' clients; campaigns for Air France, Petrobras and Toyota U.S. are just a few.
The content in "Customer Obsession" creates a solid primer for newcomers to the direct marketing industry, for the most part, but the book may not do much more than refresh seasoned direct marketers. Is a refresher necessarily a bad thing? No, but in the surge to get your message in front of as many prospects and customers through as many channels as possible, you may not have the time to refresh.