P&G Heads for the Database Abyss

 

Is there a Doctor in the House? How to Breathe New Life into your Under-Performing Customer Acquisition Programs

• Sponsored by: The Kern Organization • Duration: One hour Speakers: Russell Kern, CEO and founder, The Kern Organization; Denny Hatch, contributing editor, Target Marketing How many times have you launched a new direct marketing campaign and instead of ringing telephones, you are paralyzed by the stunning silence of lost lead opportunities? ”Fix it fast or fail” is the mantra you keep hearing from your sales force, and your boss. If you want to eliminate the threat of this disaster -- now and forever -- then the revival strategies presented in this session are your lifeline. Strategies covered:


P&G Heads for the Database Abyss

“Database marketing is officially sexy,” gushed researcher Julie Katz on April 11, 2007 in Forrester’s Marketing Blog in response to the announcement that Procter & Gamble’s Elva Lewis has conned her management into testing the database marketing waters. “The boat’s setting sail, and we have one foot on the dock and one on the boat,” Lewis told AdAge.com’s Matthew Creamer. “If you listen to A.G. Lafley or Jim Stengel, they’re all talking about the declining return on investment in TV. This trend tells us that we should go to one-to-one marketing. We just haven’t put our money where our mouth is.” If you listen