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FASTRACKING
Strategic Direct Marketing Plans
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Dick Shaver
chose Strategic Planning as one of four areas of expertise he would
offer agencies and clients in database-driven 1-to-1 Marketing and CRM
when he moved from general marketing to direct marketing in 1975.
Since then he has created database
marketing plans for more than 100 organizations, ranging from
multi-national giants like AT&T, Aetna, Cigna, DEC, GE, General Motors,
Gillette, Philips Electronics, Procter & Gamble, Southwestern Bell (now
SBC) to smaller companies like Air India, Fingerhut, Loctite, The
National Bank of Detroit, The Washington Post and Wendell August Forge
to non-profit organizations like The American Legion, Boy Scouts of
America, The Commerce Department of the Commonwealth of Massachusetts,
Foster Parents Plan and UNICEF. |
His powerful strategic planning approach employs
Fastracking, a high speed decision-making process developed in the United
States during the 1960’s that uses a unique adversarial form of
Brainstorming that is as effective for the start-up needs of Internet
Marketing as it has been for traditional database-driven Direct Marketing.
Dick fastracked the plan for AT&T’s entry into catalog marketing… a
project that proved profitable in year 1 instead of the industry’s standard
year 3: General Electric's major move into direct marketing, tripling
their Appliance Division’s Service Contract revenues and profits in year 1
of test roll-outs followed by eight years of year-after-year record gains in
sales and profits; the trailblazing DEC Direct plan that originally
established Digital in database marketing, then governed their growth to
more than 2 billion dollars annually; and the plan that integrated 1-to-1
Marketing at the National Bank of Detroit.
Working with McCann Direct, Dick and Brent Bissell were architects of
the Strategic Plan Marion Merrell Dow used to apply
Consumer Guided Marketing©,
an advanced form of CRM and 1-to-1 Permission Marketing, that produced a
first-time-ever, multi-billion dollar pharmaceutical industry record for
customer retention when facing competition from cut-rate generics after
patent expiration. Dow’s investment in Dick’s approach yielded the highest
return of any marketing program in Dow’s history.
But whether he’s helping re-engineer existing approaches to fit the
fast-changing needs of the new millennium or finding profitable start-up
strategies for new ideas, products or services on the Internet… Dick’s
ability to Fastrack decision-making has proven to be a powerful catalyst for
agency/client senior managers to turn creative discussion into customized
direct marketing programs that produce record profits in record time.
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