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National Mail Order Association

The New Marketing Conversation: Creating and
 building conversations between buyers and sellers  

 

by Donna Baier Stein and Alexandra MacAaron

Business and marketing executives have realized for a long time that it’s a new day in marketing. Customers, both potential and actual, don’t want to be talked at or preached to, or put at the center of a bull’s eye. They want to be engaged, to make their needs and wants known, in ways that suit their particular needs.

That’s what The New Marketing Conversation does: It gives the reader a strategic blueprint for creating the kinds of dialogs customers want in ways that those customers want to be engaged.

In Part I, the authors, veteran marketers for a broad spectrum of firms, including consumer, business-to-business and not-for-profit organizations, survey the kinds of preparation needed to create and build effective marketing conversations. They cover insightful new ways to use testing and research more effectively and the best ways to build winning communications and creative strategies.

In Part II, they dissect each of the media of the marketing conversation—direct mail, radio and television, newsletters, e-mail, the Web and Wireless communications forms—and show how to sue the strengths, avoid the weaknesses and capitalize on particular characteristics to build winning dialogues with customers.

In Part III—Marketing Conversations in Action— they show how to integrate marketing media for  maximum results and give a sample Action Plan for your new marketing conversation. Then the book concludes with a series of cases that show successful companies that followed the ideas and models in the book to build better relationships with their customers and better bottom lines for their stakeholders.

About the authors of The New Marketing Conversation

Donna Baier Stein has been a direct marketing copywriter for 25 years, working for publishers, associations, consumer and business-to-business clients, including American Express, Sprint, Travel & Leisure, GEICO, AARP, Time-Life, and World Wildlife Fund. Her work has won numerous awards. She is President of Baier Stein Direct, www.directcopy.com.

She has served on the Board of Directors of the Direct Marketing Association of Washington (DMAW), co-founded the DMAW Creative Council, and was President of the New England Direct Marketing Association. She is a frequent lecturer on direct marketing and copywriting and is an Adjunct Professor at both New York University and Fairleigh Dickinson University. In 2003, she was named the Direct Marketer of the Year by the New England Direct Marketing Association. She is co-author (with Floyd Kemske) of Write on Target.

Alexandra MacAaron is Creative Director and Queen B of Plan B Marketing Communications, based in Marblehead, MA. She brings to this project two decades of experience in direct marketing, advertising and new media communications. Over the years, she has produced results-driven work for clients such as, Polaroid, Forrester Research, Eddie Bauer, Club Med, Sony, Bell Atlantic, Stride Rite, HBO and Chevrolet.

Alex is the recipient of dozens of advertising industry awards, including 3 DMA Gold ECHOs; the BPME Gold Award for Broadcast Promotion; and the “Best of Show” Silver Microphone for a jingle package. She frequently lectures at universities and professional associations. Alex  served as the 2003-2004 President of the New England Direct Marketing Association.

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