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Don Peppers, Marketing Guru and CRM Visionary Predicts the 1to1 Future of POPThe Next Generation of 1to1 Strategies Applied With New Technology Creates Customized Sales Promotions and POP DisplaysStamford, CT. October 2, 2000. “By applying the strategies of 1to1® marketing, the POP industry will be poised to revolutionize in-store marketing, and radically effect profitability from the manufacturer to the consumer,” predicts Don Peppers, partner and founder of the 1to1 customer relationship management consulting firm Peppers and Rogers Group. “We’ll call it ‘1to1 to 1to1’ ”.Peppers will present the powerful facts supporting this vision in a cut-to-the-chase, first time presentation at the POP Show at the Javits Center in NYC on Wednesday, October 4 at 9:15 a.m. Referencing the basic IDIC methodologies created and used by Peppers and Rogers Group, Peppers will discuss how the concept of “treating different customers differently” can be applied to POP, pointing out how each link in the demand chain, from the manufacturer to the consumer, is an opportunity for a company to strengthen its business. During his presentation, Peppers will include case study statistics provided by United Distillers and Vintners (UDV), and a “how-to” by On-Line Design, the state-of-the-art interactive marketing agency that has created a Web-based, full service promotional capability that can create a customized POP display system in lot sizes as small as one. Peppers will explore the impact of an account-specific, totally customized promotion with one-of-a-kind signs and banners, created exactly the way the customer wants it, placed where he wants it and for exactly the amount of time he wants it to be on display. “The Point of Purchase industry is a natural for applying one-to-one strategies,” explains Peppers. “It will soon make one-to-one marketing possible in the ‘last three feet’ of a merchandising or promotional campaign.” Don Peppers is a co-founder and partner of Peppers and Rogers Group, the international management consulting and media firm that develops, implements and communicates customer-focused business strategies. He is co-author, with partner Martha Rogers, Ph.D., of several highly acclaimed business books on the subject of Customer Relationship Management (CRM). The One to One Future (1993) coined the phrase “one to one marketing,” and Enterprise One to One (1997) showed how CRM strategies and interactive marketing should be applied differently in different business situations. The One to One Fieldbook, co-authored with Bob Dorf, was released in January 1999, and is a virtual “practice guide” for CRM implementations. Their fourth book, The One to One Manager, published in October 1999, is the first in a new series of corporate case histories documenting one-to-one strategies and implementation. Peppers is also the author of Life’s a Pitch - Then You Buy, based on his own career as a new business rainmaker for world-class advertising agencies, including Chiat/Day and Lintas:USA. He capped his advertising career as the CEO of Perkins/Butler Direct Marketing, a top-20 US direct-marketing agency. Peppers and Martha Rogers were named 1998 Direct Marketers of the Year by Direct Marketing Days in New York. Editorial Contact: Kathryn Kavicky Peppers and Rogers Group 203.324.7590 Kkavicky@1to1.com top of page |
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