Privacy for your Customers,
An End to Junk Mail and Permission Spam,
Record Profits for Your Company.

50% less cost

200%+ gains in response and sales

85%+ increases in Customer Retention

There is a new kind of advanced CRM Marketing method that has enabled Early Adopters in the 1990’s to set industry sales and profit records by replacing the 3rd-party Database practices (I.E. rented database information) of the 1970’s, 80’s and 90’s with a new way of getting, computerizing and using each individual customer’s most personal information. A new approach that lowers costs dramatically and drives sales and profits to record levels at the same time it eliminates any possibility of customer loss or lawsuits due to invasion of privacy.

This new approach, called Consumer Guided Marketing, also eliminates any need to rent personal information from 3rd-party household databases that have been built by using surreptitiously acquired data that is transferred without consumer knowledge or consent (the root cause of costly Privacy lash backs and billion dollar lawsuits) This unprecedented departure from being dependent on 3rd-party database information is what makes record-setting, database-driven CRM profits possible in countries that have strict privacy laws like Germany as well as countries like China where national or regional household database information on individuals is simply not available.

By properly applying Dick Shaver’s unique Database-Loading Research process to involve each individual customer as an equal partner and co-participant in the marketing process from it’s very beginning, companies can acquire each customer specific “wants and feelings” about every product and service they offer… from more than 90% of their entire customer base, whether it numbers hundreds of thousands or millions. These never-before-available customer-specific facts are the crucial “Missing CRM Link” needed to maximize customer satisfaction and 1-to-1 profit levels.  Properly used throughout intensely personal Mailing Dialogues, consumer guided marketers now have the ability to mail “always-relevant” individualized offers based on customer-supplied facts instead of traditional offers based on probability Models and Data Inferences that are sometimes right but often wrong.

This new approach releases the till-now unusable profit-producing powers of the modern marketing database because you are now free to use each customer’s personal information with no restriction because you put each customer in control of how their personal information is to be used when you acquired it with their full knowledge and consent. Once your company has computerized this customer-specific information in your new consumer-guided database, you’ll find yourself able to produce record-setting profit contributions from three key areas of your 1-to-1 Marketing and CRM operations: your mailing costs, your response and sales rates, and the most important of all marketing goals, the quality and longevity of your customer relationships.

After your company changes from “Marketing based on Inferences” to “Marketing based on Facts” your direct mail and e-mail costs will drop by at least 50% as your consumer-guided database continuously identifies precisely who should get each offer and who shouldn’t. None of your customers will ever again receive Junk Mail or Permission Spam generated by using traditional list segmentation tools (NOTE: The best Statistical Inference techniques can only give you probabilities’ about ‘clusters’ of consumers with similar demographics, psychographics and response-graphics).

Better yet, your response and sales rates will reach all-time highs as your consumer-specific offers and consumer-guided letters detail only those specific benefits each individual customer actually does, in fact, want to hear about! Opening rates for your envelopes and e-mail as well as reading-starts and read-through of your letters will soar beyond the highest levels in direct mail history. Sporadic Loyalty Programs will disappear because you are now able to replace the generic “promotions to list clusters” of the past with an intensely personal, totally individualized Mailing Dialogue based on how strongly each different customer feels about each product, service, or donation you’re writing them about. A new kind of dialogue that mirrors the kind of pleasingly personal conversations your customers have with close friends where each person knows precisely what the other person does, and does not, want to spend time talking about.

When Marion Merrell Dow and MCI, first of the major corporations in the USA to test this new form of privacy-protected marketing in 1991, their record-setting test results caused each of them to roll out their Consumer Guided Marketing programs during the 1990’s. Each set multi-billion dollar, multi-year records in their price-competitive pharmaceutical and telecommunication markets. Each also set new industry records for customer retention and/or new customer acquisition. In the late 1990's, Air India proved this new approach would work in Asia when they used Consumer Guided Marketing, after the government de-regulated air travel, to turn their Share-of-Market losses to price-cutting competitors into record Share-of-Market gains.

In Business-to-Business markets, where privacy has not been a major problem, CGM’s Database-Loading Research process is used to identify each key Buying Influence who impacts the Buying Process inside all the different companies you’re trying to sell. Once this never-before-available knowledge has been computerized, the full power of database-driven CRM can be applied in Business-to-Business markets. However, whether you apply Consumer Guided Marketing in in consumer or business-to-business markets, every major decision your company makes will change! For the simple reason that you will now know, rather than be guessing about, the factual needs, wants and feelings of each different person you’re writing to. When that happens you will find yourself looking at who you mail and who you don’t, what your envelopes and e-mail headers say… in a totally different way. At last, your company will be able to realize the unprecedented benefits of combining high technology with the relationship-building power of always meaningful person-to-person contacts instead the more impersonal company-to-cluster contacts of the past.

Your change-over from “Inferences” to “Facts” is not trivial. It is monumental. The substance of which Quantum Leaps are made. Though this new approach is in its early stages, there is already ample evidence that those companies open to change who do decide to upgrade their CRM efforts by integrating Consumer Guided Marketing… will own the 1-to-1 Marketing future. Consequently, not learning how to create the only form of CRM and database-driven person-to-person marketing free of privacy limitations is to bypass what may be the most important CRM marketing innovation developed in the last thirty years. As Pete Hoke, former Chairman of Hoke Publications, Publisher Emeritus of Direct Marketing magazine and a member of the prestigious Direct Marketing Hall of Fame said when he saw how Consumer Guided Marketing added crucial new capabilities to conventional database marketing practices as new Privacy legislation was mounting in the USA…
 

"For years, I have been wondering where database marketing was going? Now I know...

Consumer Guided Marketing is the future!"

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