Richard Rosen

I conducted a fascinating interview with Richard Rosen, famed direct marketer and author of "Convergence Marketing: Combining Brand and Direct for Unprecedented Profits," for the final print issue of Inside Direct Mail. Rosen is founder, president and CEO of ROSEN, a global consultancy firm based in Portland, Ore. that specializes in transforming marketing and advertising campaigns into cost-effective business models. His firm has received 28 Echo Awards, and Richard has received the Caples Organization's Emerson Award and the first "B-to-B Marketer of the Year Award" by the International Direct Marketing Association

The direct people. The brand folks. The sales force. Richard Rosen, in his 2009 book “Convergence Marketing: Combining Brand and Direct for Unprecedented Profits,” speaks to all three audience segments about how best to sell to customers across all media—which includes combining the best of what each camp brings to the table. He presents unique tools, such as his Rosen Velocity Scale, that attempt to create more profit while strengthening brand loyalty.

Customer loyalty is the lifeboat to which many companies currently are clinging, so CRM is getting more attention than ever. Hence, the corporate obsession over social media alongside an attempt to control, steer, monitor and grow the conversations about a company and its products.

The direct people. The brand folks. The sales force. Richard Rosen, in his 2009 book "Convergence Marketing: Combining Brand and Direct for Unprecedented Profits," speaks to all three audience segments about how best to sell to customers across all media—which includes combining the best of what each camp brings to the table. He presents unique tools, such as his Rosen Velocity Scale, that attempt to create more profit while strengthening brand loyalty.

While DMA09 might have been the Direct Marketing Association's most lightly attended show ever, I can report having some of the most productive meetings ever in my 17 years at this annual show. In particular, I got the chance to have some very interesting conversations about how direct marketing and branding need to work together like never before—discussions that continued when I got back from San Diego.

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