Best selling business authors Martha Rogers, Ph.D. and
Don Peppers are back again! This time they touch on their
1 to 1 Series of books with the WBGU-PBS documentary
The 1:1 Future. Formulated to be in an interview format with
the two authors, in front of a live audience moderated by Dr.
John Deighton from the University of Chicago. Peppers and Rogers discuss a new marketing concept, that changed the whole mindset of of the business world, based on
individualized marketing.
Most businesses follow time-honored mass marketing rules of pitching their products to the greatest number of people. But selling more goods to fewer people is more efficient - more profitable. Welcome to The 1:1 Future - a radically new business paradigm of one to one production, marketing and communication, that is outlined in this break-through documentary.
The 1:1 Future gives the best description yet of life after mass marketing.
A one to one competitor focuses on share of customer - one customer at a
time - rather than just share of market, which is the holy grail of the mass
marketer. In this documentary Pepper and Rogers explain some of their
one to one strategies:
- Find the 20 percent - or 2 percent - of your own customers and prospects who are the most loyal and offer the biggest opportunities for future profit.
- Collaborate with each customer, one at a time, just as you now work with individual suppliers or marketing partners.
- Nurture your relationships with each customer by relying on new, one to one media vehicles - not just the mail, but the fax machine, the touch-tone phone, voice mail, cellular phones and (eventually) interactive television.
- Reorganize your marketing department to deal with this new
one to one reality.
 Don Peppers and Martha Rogers, Ph.D. are the founding partners of Pepper & Rogers Group, the world's most respected management consulting firm concentrating on customer issues, now a division of Carlson Marketing Group, Inc. They are the coauthors of six best-seller books focused on the customer-diven business
strategies they changed the world with. The One to One series of business books, include: The One to One
Future, Enterprise One to One, The One to One
Fieldbook (with Bob Dorf), The One to One Manager,
and One to One B2B. In addition, they have written a comprehensive graduate-level textbook on CRM, Managing Customer
Relationships, used in colleges and universities around the globe.
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