Това предсказа Лестър Вундерман. Бащата на директния маркетинг даде специално интервю за Bulevard.bg.
Лестър Вундерман е основател и президент на агенция Wunderman. По-известен е като "бащата на директния маркетинг". Той е една от 10-те най-големи легенди в рекламата и маркетинг гуру на XX век.
През 1947 г. започва работа като автор на текстове в агенция Maxwell Sackheim & Co. Там постепенно осъзнава, че събраните пощенски адреси могат да осигурят сериозен потенциал за растеж на всеки бизнес, ако се положат допълнителни маркетингови усилия. Така Лестър Вундерман става разпространител на изцяло нов начин за продажба на стоки и услуги, въвеждайки новаторската си концепция за директния маркетинг. През 1967 г. в реч пред Масачузетския технологичен институт Лестър Вундерман за пръв път използва термина "директен маркетинг".
Сред неговите изобретения са и талоните във вестниците и списанията, безплатните телефонни номера за поръчка, широката агентска мрежа. В средата на миналото столетие, вече като президент на собствената си агенция, Лестър Вундерман успява да изгради бизнеса на кредитните карти American Express и Columbia Record Club на музикалната компания "Кълъмбия рекърдс". Книгата му "Директно: Как да накараме рекламата да се отплаща" е бестселър за всички времена.
Wunderman, създадена през 1958 г., днес представлява мрежа от рекламни, маркетинг и консултантски компании с централа в Ню Йорк и над 130 офиса в 55 държави. През 1973 г. Wunderman става част от Young & Rubicam. Y&R е клон на втората по големина в света комуникационна верига WPP Group. Сред клиентите на Wunderman са Burger King, Ford, Jaguar, Kraft Foods, msn, Microsoft, Xerox, Nokia, Novartis, Time Warner, L’Oreal, Colgate, Lufthansa.
- Г-н Вундерман, кои е най-важният закон в маркетинга днес?
- Познанието! Днес клиентите са бомбардирани от непрекъснато увеличаващ се брой съобщения, които се опитват да му продадат нещо. Това се случва на фона на постоянно множене и на самите медии. Те стават все повече, по-разнообразни, по-адекватни. Есенцията на съвременния маркетинг, който е базиран на добрата информация, се крие в правилното разбиране на нуждите на всеки потенциален клиент. Задайте си въпроса какво клиентът иска тук и сега. В тази насока съсредоточете всичките си усилия. Въоръжени с добра информация, ние знаем "защо клиентът си купува нашата стока или услуга". Но това, което често ни се случва да не знаем, е: "Кога клиентът е готов за покупка?“. Определянето на точния момент на извършване на това свещенодействие трябва да става не на базата на някакви наши усещания или убеждения, а да се основава на точни показатели. Засега, макар че нещата стават по-лесно, това си остава по-скоро пожелание, отколкото реалност в маркетинга.
- Коя ще бъде следващата голяма идея в маркетинга?
- Кои ще са новите участници в маркетинг процеса? Това ще бъде следващата голяма идея в маркетинга. Досега само собствениците на фирми решаваха какво да произвеждат и как да го продават. Днес новите интерактивни медии променят пейзажа постепенно. Няма да е далеч времето, когато потребителите ще са тотални властелини в маркетинга, който изцяло ще се съобразява с техните нужди и изобщо няма да се интересува от онова, което искат, правят или преследват производителите.
Маркетингът ще стане изцяло персонален. На нас ще ни се наложи да разделим съобщенията си спрямо всеки потребителски сегмент, дори спрямо всеки отделен купувач. Само така стоките ще служат на потребителите и ще ги накарат да се почувстват специални, ухажвани, единствени, неповторими.
Умението да се слуша добре. Това ще бъде следващото най-мощно оръжие в маркетинга.
- Това, което е модерно днес, на другата сутрин вече е остаряло. Как маркетингът отговаря на това огромно предизвикателство?
- Да, ние живеем в интересни и бурни времена. Природата, естеството, функциите на маркетинга като наука и професия се променят интензивно. След индустриалната революция маркетингът никога не се е променял толкова много и така бързо, както сега.
Добрият специалист трябва да познава, разбира и управлява увеличаващата се сила на маркетинга. Той задължително трябва да владее и силата на информацията, на пътищата на събирането и обработването й. Да употребява правилно медиите, които в ръцете на обучения войн може да се превърнат в най-съвършеното оръжие.
- А от какво един мениджър трябва да се пази?
- Най-голямата грешка, която може да допусне един мениджър в своята работа, е да зарови главата си в пясъка, да се скрие, да тръгне да прикрива или да замазва грешките си. Нашият бизнес е обща колаборация и всичко трябва да бъде открито и споделено. И успехите, и провалите. Една мениджърска грешка може да бъде поправена, като се учим от постиженията на другите. Ние трябва задължително да споделяме какво знаем и да научим другите на това, а не егоистично да го пазим само за себе си. Мениджърите са отбор, съставен от най-добрите играчи от различни точки на света. Нивото на представянето на този отбор зависи от това дали умеем да предаваме щафетата на другите. Само така маркетингът ще си остане една от най-мечтаните професии в света.
Няма да е далеч времето, когато потребителите ще са тотални властелини в маркетинга, който изцяло ще се съобразява с техните нужди.
- Как един мениджър може да усъвършенства уменията си и по този начин да помогне и на марката, за която работи?
- Бранд мениджърите не трябва само да познават отлично своята марка, продуктите й, предимствата и качествата на това, което продават, но и да са в близки, интимни отношения с аудиторията си. Да разбират настоящите й нужди. При мениджърите усъвършенстването на уменията им, в каквато и да било посока, няма как да се случи, без да се отчете нарастващото влияние на потребителите. Това няма да се уморя да повтарям до безкрай!
Днес купувачът може, свободно и без цензура, да споделя своя покупателен опит с другите. Бранд мениджърите, които съумеят да се вслушат добре в това демократично многогласие, ще успеят. Останалите са обречени на провал. Диалогът, който в момента се заражда между аудиторията и маркетолозите, ще доведе до големи промени в нашата професия. До раждането на нови форми за комуникация, до неподозирани от нас нови медии. Умението да се слуша добре. Това ще бъде следващото най-мощно оръжие в маркетинга.
Роден е на 20 юни 1920 г. в Бронкс, Ню Йорк. Снимка: spoon.tv
- Легендарна е вашата работа и дългогодишно приятелство с American Еxpress. Възможно ли е сега да се изгради подобна силна марка?
- Да, може. Въпреки силно конкурентната и жестока среда сега, може пак да се изградят пълнокръвни и жизнени нови марки. Да изградиш нова марка означава да предложиш стока или услуга с нови и по-добри качества и свойства. Microsoft, Amazon или Apple са новородени марки, но са едни от най-големите днес. Всяко време има своите нужди. Марки, които задоволяват тези потребности или удовлетворяват стари нужди, но по-качествено, няма как да не се превърнат в лидери на пазара.
Умението да се слуша добре. Това ще бъде следващото най-мощно оръжие в маркетинга.
- Как може да се погрижим за марката си в тези объркани времена на кризи и рецесия?
- В миналото марките са се защитавали успешно чрез постоянното обновяване на атрибутите си и чрез още по-усилено промоциране пред аудиторията. Вярваме, че това работи и днес. Марките могат да се предпазят, като продължат да бъдат адекватни на нуждите на купувача, да имат гъвкава ценова политика и да се позиционират с агресивна рекламна и пиар тактика. Това трябва да става така, че винаги да сте първи в ума на хората.
Вижте още: Майкъл Лейбовиц: Създай стойност, за да получиш стойност
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Top 5 Benefits of Asphalt Sealcoating for Driveways and Parking Lots
Asphalt is a durable and cost-effective paving material, but over time, exposure to weather and traffic can cause it to deteriorate. Sealcoating is a protective layer applied to asphalt surfaces that extends their lifespan and enhances their appearance. Whether you own a residential driveway or a commercial parking lot, regular sealcoating can save you money and protect your investment. Here are the top five benefits of asphalt sealcoating Pothole repair Plainfield
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1. Protects Against Harsh Weather
Asphalt surfaces in Joliet, IL, are constantly exposed to the elements, including harsh winters and intense summer heat. UV rays, rain, snow, and ice can break down the asphalt binder, leading to cracks and potholes. Sealcoating acts as a barrier, preventing moisture from penetrating the surface and reducing the risk of damage caused by freezing and thawing cycles. This extra layer of protection helps maintain the integrity of the asphalt, especially in climates with extreme weather variations.
2. Prevents Cracks and Erosion
One of the primary causes of asphalt deterioration is oxidation, which weakens the surface and makes it prone to cracking. Once cracks form, water can seep into the underlying layers, causing erosion and structural damage. Sealcoating slows down the oxidation process by shielding the asphalt from oxygen and moisture. By filling surface voids and creating a smooth, waterproof barrier, sealcoating prevents cracks and prolongs the life of the pavement.
3. Enhances Curb Appeal
A freshly sealcoated surface has a smooth, jet-black finish that enhances the overall appearance of your property. For homeowners, a well-maintained driveway boosts curb appeal and adds value to the property. For businesses, a clean and attractive parking lot leaves a positive impression on customers and visitors. Sealcoating gives asphalt surfaces a polished look, making them appear newer and well-maintained.
4. Saves Money in the Long Run
Regular sealcoating is a cost-effective way to protect your asphalt investment. Without sealcoating, minor cracks and surface damage can escalate into major repairs, such as resurfacing or even complete replacement. By applying a protective sealant every 2-3 years, you can extend the life of your pavement and avoid expensive repairs. Sealcoating is a small upfront investment that delivers significant long-term savings.
5. Improves Safety and Reduces Liability
Cracked or uneven asphalt surfaces can pose safety hazards for pedestrians and vehicles. Sealcoating smooths the surface, reducing the risk of trips, slips, and falls. For businesses, maintaining a safe and hazard-free parking lot minimizes the risk of accidents and potential liability claims. Sealcoating also enhances the visibility of pavement markings, ensuring better traffic flow and safety.
Conclusion
Sealcoating is a vital maintenance step that protects asphalt surfaces from damage, enhances appearance, and saves money over time. Property owners in Joliet and surrounding areas can benefit from regular sealcoating to extend the lifespan of their driveways and parking lots. For professional asphalt sealcoating services in Joliet, visit Pothole repair Plainfield
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Top 5 Benefits of Asphalt Sealcoating for Driveways and Parking Lots
Asphalt is a durable and cost-effective paving material, but over time, exposure to weather and traffic can cause it to deteriorate. Sealcoating is a protective layer applied to asphalt surfaces that extends their lifespan and enhances their appearance. Whether you own a residential driveway or a commercial parking lot, regular sealcoating can save you money and protect your investment. Here are the top five benefits of asphalt sealcoating Plainfield asphalt contractors
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1. Protects Against Harsh Weather
Asphalt surfaces in Joliet, IL, are constantly exposed to the elements, including harsh winters and intense summer heat. UV rays, rain, snow, and ice can break down the asphalt binder, leading to cracks and potholes. Sealcoating acts as a barrier, preventing moisture from penetrating the surface and reducing the risk of damage caused by freezing and thawing cycles. This extra layer of protection helps maintain the integrity of the asphalt, especially in climates with extreme weather variations.
2. Prevents Cracks and Erosion
One of the primary causes of asphalt deterioration is oxidation, which weakens the surface and makes it prone to cracking. Once cracks form, water can seep into the underlying layers, causing erosion and structural damage. Sealcoating slows down the oxidation process by shielding the asphalt from oxygen and moisture. By filling surface voids and creating a smooth, waterproof barrier, sealcoating prevents cracks and prolongs the life of the pavement.
3. Enhances Curb Appeal
A freshly sealcoated surface has a smooth, jet-black finish that enhances the overall appearance of your property. For homeowners, a well-maintained driveway boosts curb appeal and adds value to the property. For businesses, a clean and attractive parking lot leaves a positive impression on customers and visitors. Sealcoating gives asphalt surfaces a polished look, making them appear newer and well-maintained.
4. Saves Money in the Long Run
Regular sealcoating is a cost-effective way to protect your asphalt investment. Without sealcoating, minor cracks and surface damage can escalate into major repairs, such as resurfacing or even complete replacement. By applying a protective sealant every 2-3 years, you can extend the life of your pavement and avoid expensive repairs. Sealcoating is a small upfront investment that delivers significant long-term savings.
5. Improves Safety and Reduces Liability
Cracked or uneven asphalt surfaces can pose safety hazards for pedestrians and vehicles. Sealcoating smooths the surface, reducing the risk of trips, slips, and falls. For businesses, maintaining a safe and hazard-free parking lot minimizes the risk of accidents and potential liability claims. Sealcoating also enhances the visibility of pavement markings, ensuring better traffic flow and safety.
Conclusion
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